Over the years I’ve attended more trade shows then I care to admit. I’ve been both an attendee, and an exhibitor. With several shows and conferences scheduled in the next couple of months, I’d like to share with you some observations of what I think is the best way to work a trade show.

Have the proper frame of mind.

If you’ve ever worked in a trade show booth, you know it can be a real grind. You’re on your feet 8-10 hours a day with a painted smile on your face, answering some of the dumbest questions you’ve ever heard. So, keep it simple, the basic goal should be branding and marketing, not selling. Yes in a sense you are selling, but the main message with any show is more along the line of communicating your brand and marketing yourself and your companies brand as the industry leader. Selling should not be the goal, if you do sell something, great, but don’t make it a priority. My kids are tired of hearing me repeat myself when I say, “The only time you’re disappointed is when your expectations are out of align with reality.” Set a realistic expectation about what you expect from the show.

So what’s the over-all goal?

You need to be approachable, engage in conversation, and remember everyone’s favorite subject is…talking about themselves. So ask lots of questions and remember, “He who asks the questions, controls the conversation.”

Stay fresh by working the booth in shifts.

Have someone create a schedule for everyone to plan around so you work in 3-4 hour shifts. Take some time to walk the show floor; you’ll want to be prepared when people talk about other booths they’ve visited and what your competition is showing. And there is nothing worse than an over populated booth!

Do’s & Don’ts

Do:

1. ALWAYS have fresh breath!! Chew gum, carry breath mints or breathe strips in your pocket. Do whatever it takes!!
2. Iron your clothes before you enter the show floor! You may laugh, but I’ve seen this over looked-and it’s ugly! Every hotel has an iron and an ironing board; after you unpack, take the time to put a fresh press on both your shirt and pants. BTW- make sure your shoes are polished-at least try to keep them clean.
3. Attitude is everything, sometime during the show someone will ask you, “So what do you think of the show?” Always give a positive response. What you think will more than likely shape your attitude while you’re working the show.
4. Always have your business card in your pocket to hand out. It’s easier to hand them a card then to walk over to the table to get them a card.
5. Your name tag…If your name tag is on a lanyard, that ok, but if it need to be attached it to your shirt or coat, always attach it on your right side. You put it on your right side so when you shake hands with someone, your name tag is facing them with your name clearly in front of them. If your name tag is on your left side, they will have to bend around to see your name.

Don’t:

1. When someone approaches your booth, NEVER ask, “So, do you have any questions?”  If you’re looking for the fastest way to chase everyone out of your booth, then ask that question. You should think in terms of starting a conversation/relationship with that person. Remember, people do business with people so keep it simple. Engage in conversation in some way, shape, or form. Develop some small talk & chit chat. It’s football season, start with that, read up on some of the current events, look at their name badge who they work for, ask them a question about the company. You may need to work at finding an opening line, but again, never ask if they have any questions.
2. Don’t over populate the booth with the employees. If everyone is wearing a pink shirt, and you have 12 people in a 20’ x 20’ booth, no one will want to enter your booth in fear of all 12 people attacking them, in fear of them asking, “Can I help you?!!”
3. Don’t pile everyone’s brief case around the floor of the booth. I know I sound like “Felix Unger” here (The Odd Couple clean freak for those of you who remember), but keep the booth clean and crisp. We are men, and sometimes we don’t notice how sloppy the booth looks with all our stuff laying around.
4. If someone asks you for a card, don’t pull one out of your wallet! I’m sure it’s frayed at the corners, bent in the same shape as your wallet is and maybe a little moist! You get the picture!

Make no mistake about it, working a trade show is work, keep a positive frame of mind, enjoy the show, and be realistic about what you’re trying to accomplish!!