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Exhibiting Personal Presence – Tradeshow Success Secrets

September 2008

 

“It takes money to make money.” First time exhibitors dive right into the planning and preparing, designing and printing, the image-making, eye-popping, come-hither booths but pay little attention to one very potent detail: Peak human presence.  So while you’re spending money on printing costs (business cards, printed marketing material and banner) and the materials to build an all-eyes-on-me booth don’t neglect a small investment in yourself or your staff. The person representing your booth is representing your business. What could be more important than that? You better make sure you pick someone well-prepared, well-mannered and well-groomed otherwise you can flush your investment down the toilet.

Studies show that trade show exhibiting is one of the top result-producing methods to market a business so it’s imperative that you pay homage to the who with as much attention you spent on the what to get the most bang for your buck.

Stand Up Performance

It’s been said over and over again; 90% of interpersonal communication is non-verbal. If you’re the one heading up a booth you want your 90% to rock. Do not, I repeat, do not sit in a chair babysitting. A ‘just sitting there’ body is sending the signal that you have no interest in interaction. You must stand. Standing spells inviting. Make that little extra effort to engage passersby and smile, smile smile. To keep that smile on effortlessly try to get a good night’s sleep before and wear comfortable shoes on the day of. If you must sit, wait for a lull in traffic and use that time to relax before the next rush.

First Impressions, Lasting Impressions

Christopher Lasch who in the early 1960’s created his signature style of social critique coined the phrase “nothing succeeds like the appearance of success”. He may not have been thinking tradeshow representative at the time but adopt that attitude and you will make an impressive first impression. What a great door-opener!

If you don’t have this memorized then do so now: People form their first impression in 3-7 seconds upon sight. That’s right. Before you even open your mouth to speak they’ve made decisions about you. Dress for success. Men, that means a suit and tie or jacket and dress shirt. Women, keep your tank tops tucked into a drawer and flip flops on the closet floor. Instead, reach for suits or classic separates (think office attire) or branded company tee shirts or polos with dress slacks.

Lastly, I’m not going to talk hygiene; teeth, hair, nails, cleanliness, odours etc., OK? There. I didn’t say it.

You had me at Hello

Every single person passing your booth is a potential customer. Even though in your heart of hearts you might think they’re not, they are. Think it. Believe it. Respond to it. Acknowledge everyone, make eye contact and say “hello.” It’s up to you to make the first move or people will walk right by you. If you’re already engaged in conversation with someone else, interrupt yourself to welcome the newcomer and let them know you’ll be with them in a moment. A smile, a simple ‘hi’ are invitations and you, as booth representative, are the hostess.

Do Ask, Do Tell, Don’t Push

Once you get past hello ask the person his or her name. People love to hear their names in conversation so use it every once in a while. Ask leading questions to determine their level of interest and needs. Listen attentively and genuinely to their answers. How do you do that? Eye contact. Roving eyes are a definite no-no. When you tell them about your product or service, focus on how it will meet their specific needs. Remember to spend more time listening than talking. Never hold a visitor hostage so if someone’s body language is screaming “get me out of here” then let them go.

Strut your Stuff

Recap: So you’re standing by your booth (not behind a table) with a genuine smile on your face, looking good and feeling good, engaging people in conversation. Now what? Stimulate their senses. Use product for people to see, hear, smell, taste, or touch. If that’s not possible, if you’re selling a service, have samples, pictures, or demos. People are very sense-oriented, and the more senses you can stimulate, the greater the interest you can stir in your prospects. Lastly (and here I’ll state the obvious) have plenty of brochures and business cards.

Give Good Gift

It’s become standard practice to give away advertising specialties and promotional items as gifts to people who stop by your booth. Determine your budget, the message you want people to take home with them and give generously. An effective giveaway is fun or practical with a long usable life and should create a positive association with your company, generate lasting exposure, and can even result in a phone call post show.

Follow Up

I repeat: Follow up. The vast majority of sales are made after the show but they won’t be made at all if you don’t take the initiative to follow up. Most people don’t. It usually takes about 5 approaches before a prospect makes a buying decision so if you think you have a live one keep trying.

Have Fun

Trade shows don’t come around all the time so take advantage of them to network and meet new people with common interests. Be friendly, polite and outgoing; explore your co-exhibitors’ booths, scope out the competition, practice your selling skills, revel in being away from work and enjoy the experience! Play with the toys you’re giving away, sample the food that other vendors have, try out a demo, tell passersby about other exhibitors, and remember to wear a smile through it all.

 Shari Reinhart is a creative and commercial freelance writer based in Montreal. She is founder of MIB Networking Group for Women through which she chairs monthly meetings, organizes workshops and produces tradeshows. MIB (Motivate. Inspire. Believe.) connects solopreneurs for the purpose of business promotion, marketing and expansion. To get connected please visit http://www.mibconnections.com, Shari 514 684 9081, info@mibconnections.com

Exhibiting Personal Presence – © Shari Reinhart 2008.

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