Behaving Yourself in the Trade Show Booth
http://www.ducttapemarketing.com/article/articles/331/1/Behaving-Yourself-in-the-Trade-Show-Booth/Page1.html
Marlys Arnold
For more than a decade, Marlys Arnold has helped hundreds of companies and individuals improve their professional image, either in workshops or private consultations. Combining image expertise with real-world marketing experience, she also travels the country working with exhibitors and show managers to help them maximize their trade show results. She has been featured in both radio and television interviews, as well as included in numerous publications. In 2002, she authored her first book, Build a Better Trade Show Image. Her second book, Pack Your Bags!, features packing and travel tips and debuted in 2006 as an interactive book on CD-ROM. She is also the co-founder of the 'Y.E.S. - Your Exhibit Success' Network in Kansas City and host of the Trade Show Insights podcast.For more information, or to read other articles, go to:
http://www.imagespecialist.com
By Marlys Arnold
Published on 05/10/2007
It doesn't matter how great your booth looks if your staff isn't making a good impression with attendees. But it also goes beyond first impressions. Booth staffers need to know how to not only engage, but also qualify and disengage the attendees who come by, in order to make the right connections. It's all about the quality, not quantity of leads you gather.
Behaving Yourself in the Trade Show Booth
Once upon a Trade Show, there was an empty 10x10 booth. Suddenly, about an hour after the show opened, two men appeared in the booth. They put up divider walls across the back and along both sides of the space, leaving the ugly backs of the side walls exposed to their neighbors, rising above the pipe and drape.
Slowly, the booth staffers began to appear, one ... two ... three ... four ... five! They all stood and chatted with each other, occasionally stopping to demonstrate their rather loud product, especially during presentations on the nearby event stage.
As the days went by, the staffers discovered ways to make the time pass. Two of them played cell phone tag, calling each other and blowing a whistle into the phone from various locations around the show floor.
After enjoying a dinner of chicken wings in the booth, they decided to play a game of Nerf football. Obviously, they needed the practice, since the football landed mostly in other exhibitors' booths. Fortunately, there was a big game on TV that weekend, so they were able to watch it in the booth on their mini-screen TV.
By the last day of the show, the staffers realized they were way behind on their goal of qualified leads, so they began to chase customers down the aisles, laughing, "Yes...I'm following you! Hey, do you want to help me win a steak dinner?"
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Believe it or not, this sad tale is not fiction. It is a true story of one company's exhibiting practices at a recent show. The exhibitors in this example made so many mistakes, it's hard to even know where to begin. Besides breaking at least seven of the 10 Commandments of Booth Staffing, they created the need for several more! From the start, they got off on the wrong foot by arriving late to set up. When they finally did arrive, they made a horrible impression on their neighboring booths, as well as those attendees who were already walking the show floor.
First Impressions
Always be considerate of your neighbors at the show. If you will have anything in your booth that is exposed above the pipe and drape, make sure the back side is attractive by covering it with some kind of basic fabric or paper. Also, keep in mind the volume level. If your products are loud, find ways to demonstrate them that are more muted.
Your booth isn't the only thing being judged by appearance. Research shows that more than 80% of a visitor's overall impression is based on the booth staffer. Even when business dress is not expected, there should still be standards for casual attire. Logo apparel is a popular way to go, making the staff look like a team. But even without the logos, the "uniform" look can be accomplished by everyone on the staff wearing the same colors. If appropriate, use your company's logo colors in your clothing. At a show, you are the ambassador for your company.
It should go without saying that good grooming is essential. Unfortunately, some exhibitors forget such basics as going easy on the cologne (some people can be highly allergic) or using breath mints after lunch, especially if having a deli sandwich with onions! Also be sure your clothing is neat and your shoes are well polished.
Think Before You Speak
Knowing what to say takes some planning before the show. Don't attempt to shove brochures at people as they pass by your booth. You're there to connect with them, not terrorize them! Chasing people or asking them if they'd like to help you win a contest doesn't work. You need to have some great opening lines. (No, not like, "Come here often?"!)
Good opening lines avoid yes/no questions. Instead, think like a reporter who asks questions beginning with who, what , when, where, why or how. This gets people interacting and talking about themselves. Some good opening lines would be, "What kinds of remodeling projects are you planning?" (for a builder) or "How do you keep your name in front of customers?" (for an advertising specialities company).
Make people feel welcome the minute they reach your booth. Be approachable and professional. Invite them to come in and take a look at your product. Above all, never ignore them or act rude or annoyed. The attendees are the reason you're there, remember? Always treat each person with respect, look them in the eye and greet them with a smile. Offer them a firm, solid handshake, not a vice-grip or a dead-fish.
While talking with attendees, be conscious of body language signals; both yours and theirs. You need to make sure your posture shows you are open and friendly (don't slouch or cross your arms). Likewise, watch for clues from them. If they cross their arms or avoid eye contact, know you're losing them and change the line of conversation. Mirror them. If the take a step back, you should too. Don't ever step in closer unless they do first. Doing so threatens their personal space.
It's All About the People
When working with a constant flow of different personalities on the show floor, it's important to remember that the same approach doesn't work for everyone. Learn to recognize different personality styles. For example, if an attendee has a laid-back personality, you want to avoid coming on too strong. On the other hand, if the person is a very dominant leader, you need to be more direct and to-the-point. Be enthusiastic, but to the level appropriate for the person you're talking to.
Remember, everyone you meet is wearing an invisible sign that says, "Make me feel important." That means giving each person your undivided attention. Ask their permission to take notes as you talk. They won't object! They'll be impressed that you are that interested in them. They will also be impressed when you call them later to follow up and mention something they told you at the show!
Your goal in talking with attendees is to find and make a connection. If they have no need for what you're offering, that's okay. Know when to move on. You don't want to be a monopolizer or let them monopolize your time. You have to move on to the next prospect. It's just as important to have a good exit strategy as it is to have a great opening line.
One good exit strategy is to reinforce what you're going to do for them next. "I'll get a catalog out to you next week" or "Bill is the rep for your area. I'll have him give you a call next week to answer all your questions." These simple statements give them reassurance that they will be taken care of so they can feel comfortable moving on to the next booth. Conclude by thanking them for their time spent with you.
Never forget to put yourself in the attendee's shoes. Step out into the aisle and observe. Watch how people react to the other staffers. Are they smiling or do they look like a caged animal trying to escape? If a person looks like they are pulling on a rope, let them go!
Be Good to Yourself
Sometimes the biggest keys to good booth behavior are things you do off the show floor. Start by taking good care of yourself. Take frequent breaks throughout the day to just walk around the show or find a quiet place to sit. (No sitting in the booth!) Get plenty of sleep each night. Eat plenty of fruits and vegetables. Avoid fast foods and alcohol, which will make you sluggish. Richard Cohn of Beyond Words Publishing, who often works a booth by himself, says that he recommends drinking lots of water and keeping energy bars on hand for a quick boost. (But don't consume any food in the booth.)
Another key to staying positive is to play games with yourself or have a friendly competition among staffers. Once you've set your goal for leads, divide it by the number of staffers working your booth. Now each person has a goal to strive for. Offer rewards for all of those who meet their goal. But never use it as a sympathy tool with attendees! They don't care whether you're winning a steak dinner or not. They only want to know what's in it for them! And besides, what good does it do to win a steak dinner if you don't have any qualified leads to follow up on later?
The Finish Line
Exhibiting at a trade show is a lot like running a marathon. If you run out of energy too soon, your competitors will win. Far too often, exhibitors don't give 100% of their efforts throughout the entire show. They may arrive late or leave early. Some even start packing up halfway through the last day of the show. Any of these actions just leave the door open for your competition, because you never know who is walking that show during the last hour of the day. What if it's your next million-dollar account?
Complete the race!
Excerpted from Build a Better Trade Show Image, c 2002 by Marlys K. Arnold
Slowly, the booth staffers began to appear, one ... two ... three ... four ... five! They all stood and chatted with each other, occasionally stopping to demonstrate their rather loud product, especially during presentations on the nearby event stage.
As the days went by, the staffers discovered ways to make the time pass. Two of them played cell phone tag, calling each other and blowing a whistle into the phone from various locations around the show floor.
After enjoying a dinner of chicken wings in the booth, they decided to play a game of Nerf football. Obviously, they needed the practice, since the football landed mostly in other exhibitors' booths. Fortunately, there was a big game on TV that weekend, so they were able to watch it in the booth on their mini-screen TV.
By the last day of the show, the staffers realized they were way behind on their goal of qualified leads, so they began to chase customers down the aisles, laughing, "Yes...I'm following you! Hey, do you want to help me win a steak dinner?"
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Believe it or not, this sad tale is not fiction. It is a true story of one company's exhibiting practices at a recent show. The exhibitors in this example made so many mistakes, it's hard to even know where to begin. Besides breaking at least seven of the 10 Commandments of Booth Staffing, they created the need for several more! From the start, they got off on the wrong foot by arriving late to set up. When they finally did arrive, they made a horrible impression on their neighboring booths, as well as those attendees who were already walking the show floor.
First Impressions
Always be considerate of your neighbors at the show. If you will have anything in your booth that is exposed above the pipe and drape, make sure the back side is attractive by covering it with some kind of basic fabric or paper. Also, keep in mind the volume level. If your products are loud, find ways to demonstrate them that are more muted.
Your booth isn't the only thing being judged by appearance. Research shows that more than 80% of a visitor's overall impression is based on the booth staffer. Even when business dress is not expected, there should still be standards for casual attire. Logo apparel is a popular way to go, making the staff look like a team. But even without the logos, the "uniform" look can be accomplished by everyone on the staff wearing the same colors. If appropriate, use your company's logo colors in your clothing. At a show, you are the ambassador for your company.
It should go without saying that good grooming is essential. Unfortunately, some exhibitors forget such basics as going easy on the cologne (some people can be highly allergic) or using breath mints after lunch, especially if having a deli sandwich with onions! Also be sure your clothing is neat and your shoes are well polished.
Think Before You Speak
Knowing what to say takes some planning before the show. Don't attempt to shove brochures at people as they pass by your booth. You're there to connect with them, not terrorize them! Chasing people or asking them if they'd like to help you win a contest doesn't work. You need to have some great opening lines. (No, not like, "Come here often?"!)
Good opening lines avoid yes/no questions. Instead, think like a reporter who asks questions beginning with who, what , when, where, why or how. This gets people interacting and talking about themselves. Some good opening lines would be, "What kinds of remodeling projects are you planning?" (for a builder) or "How do you keep your name in front of customers?" (for an advertising specialities company).
Make people feel welcome the minute they reach your booth. Be approachable and professional. Invite them to come in and take a look at your product. Above all, never ignore them or act rude or annoyed. The attendees are the reason you're there, remember? Always treat each person with respect, look them in the eye and greet them with a smile. Offer them a firm, solid handshake, not a vice-grip or a dead-fish.
While talking with attendees, be conscious of body language signals; both yours and theirs. You need to make sure your posture shows you are open and friendly (don't slouch or cross your arms). Likewise, watch for clues from them. If they cross their arms or avoid eye contact, know you're losing them and change the line of conversation. Mirror them. If the take a step back, you should too. Don't ever step in closer unless they do first. Doing so threatens their personal space.
It's All About the People
When working with a constant flow of different personalities on the show floor, it's important to remember that the same approach doesn't work for everyone. Learn to recognize different personality styles. For example, if an attendee has a laid-back personality, you want to avoid coming on too strong. On the other hand, if the person is a very dominant leader, you need to be more direct and to-the-point. Be enthusiastic, but to the level appropriate for the person you're talking to.
Remember, everyone you meet is wearing an invisible sign that says, "Make me feel important." That means giving each person your undivided attention. Ask their permission to take notes as you talk. They won't object! They'll be impressed that you are that interested in them. They will also be impressed when you call them later to follow up and mention something they told you at the show!
Your goal in talking with attendees is to find and make a connection. If they have no need for what you're offering, that's okay. Know when to move on. You don't want to be a monopolizer or let them monopolize your time. You have to move on to the next prospect. It's just as important to have a good exit strategy as it is to have a great opening line.
One good exit strategy is to reinforce what you're going to do for them next. "I'll get a catalog out to you next week" or "Bill is the rep for your area. I'll have him give you a call next week to answer all your questions." These simple statements give them reassurance that they will be taken care of so they can feel comfortable moving on to the next booth. Conclude by thanking them for their time spent with you.
Never forget to put yourself in the attendee's shoes. Step out into the aisle and observe. Watch how people react to the other staffers. Are they smiling or do they look like a caged animal trying to escape? If a person looks like they are pulling on a rope, let them go!
Be Good to Yourself
Sometimes the biggest keys to good booth behavior are things you do off the show floor. Start by taking good care of yourself. Take frequent breaks throughout the day to just walk around the show or find a quiet place to sit. (No sitting in the booth!) Get plenty of sleep each night. Eat plenty of fruits and vegetables. Avoid fast foods and alcohol, which will make you sluggish. Richard Cohn of Beyond Words Publishing, who often works a booth by himself, says that he recommends drinking lots of water and keeping energy bars on hand for a quick boost. (But don't consume any food in the booth.)
Another key to staying positive is to play games with yourself or have a friendly competition among staffers. Once you've set your goal for leads, divide it by the number of staffers working your booth. Now each person has a goal to strive for. Offer rewards for all of those who meet their goal. But never use it as a sympathy tool with attendees! They don't care whether you're winning a steak dinner or not. They only want to know what's in it for them! And besides, what good does it do to win a steak dinner if you don't have any qualified leads to follow up on later?
The Finish Line
Exhibiting at a trade show is a lot like running a marathon. If you run out of energy too soon, your competitors will win. Far too often, exhibitors don't give 100% of their efforts throughout the entire show. They may arrive late or leave early. Some even start packing up halfway through the last day of the show. Any of these actions just leave the door open for your competition, because you never know who is walking that show during the last hour of the day. What if it's your next million-dollar account?
Complete the race!
Excerpted from Build a Better Trade Show Image, c 2002 by Marlys K. Arnold