Over the years I’ve attended a lot of trade shows, both as 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 three to six hours a day with a painted smile on your face. So, how do you make it a productive expo or show? Keep it simple; the basic goal should be marketing and selling yourself first. You’re not there to sell your product or service, you’re there to sell yourself first. Selling, should not be the main goal but, if you do sell something, great, but don’t make it the 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.” So set a realistic expectation about what you expect from the show.

Over-All Goal

You need to be approachable, engage in conversation and remember what everyone’s favorite subject is … talking about themselves and their interests. So, ask questions about them. People do business with people they like and on the first meeting they will be asking themselves, “Can I do business with this person?” So, try to be likable.

Stay fresh by working the booth in shifts.

Have someone create a schedule for everyone to plan around so you work in two- to three-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 overpopulated booth!

Dos & Don’ts

Do:

1. ALWAYS have fresh breath!! Chew gum, carry breath mints or breathe strips in your pocket, do whatever it takes, because no one will tell you if your breath is bad.
2. Iron your clothes before you enter the show floor! You may laugh but I’ve seen this overlooked—and it’s a bad look! 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. By the way, make sure your shoes are shined and 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 cards in your shirt pocket to hand out. It’s easier to hand them a card than to walk over to the table to get them a card.
5. Your name tag … If it attaches to your shirt or coat, always attach it on your right side. So that 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. If you have a lanyard, then just make sure it’s always facing with your name in front.

Don’t:

1. If you want to run everyone off and as far away from your booth as possible, then ask them, “So, do you have any questions?”

So many people ask this question when you walk up to their booth. Asking that question is like being on a first date, then asking, “So, do you have any questions?” Bad idea. You should think in terms of starting a conversation (relationship) with that person. Remember, people do business with people they like, so keep it simple. Engage in conversation in some way, shape or form. Develop some small talk and chit chat—baseball season is about to start, what’s going on in current events—look at their name badge to see who they work for and ask them a question about the company. Be creative.

2. Don’t overpopulate the booth with employees. If everyone is wearing a pink shirt, and you have 12 people in a 20-foot by 20-foot booth, no one will want to enter your booth in fear of all 12 people attacking them, then asking, “So, do you have any questions??”
3. Don’t pile everyone’s brief case around the floor of the booth. Keep the booth clean and crisp. We sometimes don’t notice how sloppy the booth looks to someone else with all our stuff laying around. If you don’t have somewhere to hide it, try to avoid bringing your backpack at all.

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!