Over the years, I’ve attended many conferences and trade shows as an attendee and exhibitor. With several shows and conferences scheduled in the next couple of months, I’d like to share some observations of what I think is the best way to work a trade show. Even though this is a repost of an older post, it’s worth repeating.

Have the Proper Frame of Mind

If you’ve ever worked in a trade show booth, you know it can be a real grind. With a painted smile, you’re on your feet three to six hours daily. So, how do you make it a productive expo or show? Keep it simple; the basic goal should be marketing and selling yourself. You’re not there to sell your product or service; you’re there to create a relationship or a connection for future business.  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 realistic expectations about what you expect from the show.

Goal No. 1

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

Stay Fresh by Working the Booth in Shifts

Have someone create a schedule for everyone to plan around, so you work 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!

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. BTW, make sure your shoes are shined–at least try to keep them clean.
3. Attitude is everything. Sometimes, during the show, someone will ask you, “so what do you think of the show?” Always give a positive response. What do you think will likely shape your attitude while 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 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 must bend around to see your name. If you have a lanyard, ensure it always faces your name.

Don’t:

1. If you want to run everyone off and as far away from your booth as possible, say this to everyone that comes into your booth: “So, do you have any questions?” So many people ask this question when you walk up to their booth. Bad idea. Consider 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 where they work, 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- x 20-foot booth, no one will want to enter your booth in fear of all 12 people attacking them and asking, “So, do you have any questions!!”
3. Don’t pile everyone’s briefcases around the floor of the booth. Keep the booth clean and crisp. We sometimes don’t notice how sloppy the booth looks to others with all our stuff lying around. Avoid bringing your backpack if you don’t have somewhere to hide 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!

(That’s just my two cents).