Tradeshow Etiquette
Tradeshows present a golden opportunity to connect with current and potential clients alike. But many companies let the opportunity slip through their fingers.
All too often, exhibits fail because the exhibitors haven't been trained to cultivate relationships at tradeshows. As a result, they either ignore visitors or jump right to the "hard sell", losing the sale in the process.
To make these events profitable, then, you and your people must know how to build relationships at tradeshows. Here are a few tips to help you turn contacts into sales:
1. Be concerned with your professional appearance.
Psychologists tell us it takes less than 15 seconds for others to form an impression of us. Visitors at a tradeshow are doing just that, scrutinizing the attire, mannerisms and body language of those behind each booth. What kind of impression will you make? Will that first impression encourage others to enter your booth or move on?
Strong first impressions start with proper business dress. Wrinkled clothing, sexy attire, scuffed shoes and poor grooming habits make for an unprofessional image. To avoid these, distribute specific, written dress guidelines to all salespeople prior to the event. Do not rely on vague terms like "business casual", for they inevitably lead to misunderstandings.
All this applies throughout the tradeshow. Whether you are staffing the booth, attending a luncheon or networking at the event's cocktail reception, you still represent the company. Your appearance must reflect that at all times.
2. Be approachable.
Do you convey a sense of approachability? Or does your body language say, "I'm busy", "I'm bored" or "My feet hurt"? Does the passerby see the exhibit staff sitting down, conversing with each other, complaining, chatting with friends or reading books? Such body language speaks louder than our words — and it may cause prospects to walk right by.
Think of the times you've attended tradeshows. Have you ever walked into a booth only to be completely ignored? It has happened to me many times. Often, the person behind the booth just sits there when I pick up the literature, making no effort to gauge my level of interest. This kind of behavior hurts sales. If companies cannot be bothered to greet prospects, they will have a difficult time finding prospects who want to do business with them.
What conveys a sense of approachability? A smile, open body language and good eye contact are crucial. So is your willingness to initiate the conversation. Companies that display their literature on round tables seem more approachable than those using a long rectangular table. To eliminate the barrier between you and the prospect, come around from behind the table when engaging in a conversation. If space allows, put your literature off to the side, and leave the front of your booth open for people to enter.
3. Be aware of nonverbal communication.
Don't forget you are on company time. Eating, drinking, chewing gum and talking on a cell phone are huge faux pas. We would never do these things in a business meeting; the same applies at a tradeshow. You also lose credibility when you slouch, lean or have your hands in your pockets, all of which send a message of disinterest and boredom.
As you talk with a guest, do not look over his or her shoulder to see if someone more interesting is coming along. It is rude and offensive. On the other hand, when you are conversing with one guest and others come to the booth, acknowledge the newcomers with eye contact and a smile. Let them know you will be with them shortly. Turn your body slightly to include them in the conversation. If possible, briefly explain what you were discussing. That way, they can participate in the conversation while you finish.
4. Be a host.
At a tradeshow, your booth is your office away from home. So treat attendees as you would if they had come to your office. Acknowledge and welcome visitors to your booth. Always wear a nametag and place it on your right shoulder: this simple step makes it easy for the prospect to remember you and the company you represent.
Stand when greeting a prospective customer. Extend your hand first to shake hands, give a firm handshake and introduce yourself by giving your full name and position.
When the conversation winds down, be sure to close it appropriately. Thank your visitors for stopping by, and ask if there is anything else you can do for them.
5. Be a good salesperson.
Use an opening line that will engage people in conversation. Some of the questions I frequently hear at tradeshows are "How's it going?" or "Do you have any questions about the service?" Those kinds of questions elicit a one-word response. It is much better to qualify prospects with open-ended, 'involvement' questions, like "What prompted you to stop by our booth?" By engaging prospects in conversation, you are qualifying the lead and cultivating a relationship. The more you talk with them, the easier it is to find out if your products and services match their needs.
Remember to do the selling yourself; don't leave it to your literature. At a booth promoting whitewater rafting trips, I asked the vendor if he had anything for beginners. He handed me his company's brochure and said, "It's all in here." He did not ask any questions or arouse my interest. Instead his comment was "You'll love it." I walked away from his booth feeling both disappointed and disinterested.
Making connections should continue right through the tradeshow, even during breakdown. It may be that your most valuable prospect could not visit your booth until the end of the day. Therefore, do not pack up before the appointed time. As much as possible, continue to wear your business clothes during breakdown, so prospects can identify you as a salesperson. If visitors come to your booth as you are dismantling it, give them your full attention.
What is the difference between a successful tradeshow and a waste of time? More often than not, it's how you handle yourself. The hospitality you extend to others can be the keys to your success. So use these tips to turn contacts into relationships — and relationships into sales.
written by:
Juanita Ecker
President, Professional Image Management
www.professionalimagemanagement.com
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Contributing Author:
Juanita Ecker, president of Professional Image Management, is a corporate image and business etiquette consultant.
She can be reached by phone at
(518) 279-9388, or online at ProfessionalImageManagement.com.
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