- Look Approachable & Act as a Greeter not a guard of your booth. Give space for people to approach your table or enter your booth without feeling cramped or ‘swarmed’ by staff. Say ‘hi’ and give them a few seconds to digest the info in your booth before engaging further. Rather than standing in the “pitch pose” with arms crossed, in your pocket, or behind your back. Your body language is so important, and will either cause attendees to visit your booth, or pass by.
- Signage is key. Never underestimate the power of a simple, clear and visible sign or banner at the top/back of your booth. “Who are you and what do you do” should be the message. Attendees have a short amount of time to scan every booth at eye level as they pass by. Make sure they can tell that you have what they’re looking for with a quick glance
- Don’t Cluster in your booth. If you have more than one person staffed in your booth, avoid having them involved in a discussion together, as attendees are likely to pass by your booth and not interrupt them.
- Smile and look friendly. That, paired with your body language will create either a positive or negative impression on people strolling by. A friendly smile and relaxed stance will invite people into your booth.
- Don’t Sit, being at eye-level is crucial. We know shows’ can be long and tiring, but you must refrain from sitting as much as possible. At the very least, consider switching out your low chair and table for a counter height table and stool instead.
- Be punctual, present and consistent – Every minute you are not in your booth is a minute where the best sale or lead of the weekend (or your year) could pass by. Even in the slower moments of a show, there is always someone walking by that could mean lost sales/revenues if you’re not there not meet them. Additionally, it also reflects on your company and brand when someone comes to the show to meet you and you aren’t there for them. This is especially crucial in the first and last hours of the day, often times exhibitors are late starting their shift or early to leave and it can negatively affect your results and impressions of your company. Imagine you drive across town, show up to a store that should be open for another hour to grab something you needed and they chose to close down early ‘just because’. The shows are no different, during stated show hours, we’re open for business and that goes for all exhibitors.
- Less is More or certainly can be. Having an elaborate, professional and exciting display area can be crucial to showing off your products and services and shouldn’t be discouraged. However, clutter for the sake of clutter can also be detrimental. Try to find a point of balance so your booth stands out and shows your best, but is also clear and simple enough not to confuse or turn people off.
- Out with the old and in with the new! It’s easy to keep display items well past their ‘shelf life’. Take time to step back objectively and take notice of aspects of your booth which may need updating, repairing or replacement altogether. Make sure people are seeing your best and newest so they are left with a lasting impression. If every time attendees visit the show, everything looks the same, they will lose interest.
- Put the phone down! Perhaps the most common malpractice at a show these days is watching exhibitors with their heads and eyes down looking at their phones instead of watching for attendees coming up the aisles and looking engaged in what they are there to do. If you don’t look interested in being there and engaging with attendees, why should they?
- Have a plan & Set a Goal – How will success be measured? A successful show often looks different for every business. Some want sales right on site, some are just getting leads, others only want exposure and to hand out as many brochures etc as possible. Make sure you know what success looks like and ensure you are maximizing your potential in all aspects of what the show can offer.
- Train staff – Make sure your booth staff are aware of what’s expected of them in the booth and that their purpose at the show aligns with your company image and goals. Too often we hear from owners’/managers that they weren’t aware their booth staff sat down on their phone most the day or wandered the aisles and chatted with other vendors when they should be monitoring their booth. Set clear guidelines.
Once you get people into your booth, how you speak and act is also important.
- Welcome Visitors rather than ask if they need help. “May I help you?” triggers a “No, thank you” answer, and the dialogue is over. Alternatively, thank them for visiting your booth and ask if they’re familiar with your product. This opens a dialogue and allows you to learn about the visitor.
- Look Attentive while talking to visitors. Again, you body language is important and even if you’re saying the right things, you may look bored and not interested in their business, which may turn them away prematurely.
- Take Notes of key comments during the dialogue. Half of what the visitor has said will be forgotten as soon as they walk away, and it may be the most important information of the discussion. By taking notes, you can follow up with confidence.
- Don’t be afraid to ask for the appointment. People are at the show looking for the things they need. If they’re interested in your products/services, make sure to have an appointment book handy and ask them for a good day and time to follow-up or come to their home for a quote. The best time is always now!
The final and most important tip, but also the simplest, is to have fun! If you’re not enjoying yourself, people will notice and it may even turn their mood. Enjoy yourself while you’re there, and help spread positivity. Follow these pieces of advice and we can almost guarantee an increase in sales, engagement and leads while at a show.
