10 Tips to make the most of your booth at a Trade Show

1. Stand up.

Nothing worse than walking up to a booth and seeing the exhibitor just sitting there expecting business to fall in their lap. Stand up and remain standing. Greet everyone that passes your table with a warm friendly smile, making them want to approach you. Ideally stand in front of your table so that your table does not create a barrier between you and your potential client.

2. Stand out

Trade shows can have hundreds of exhibitors, so it is important that you find a way to stand out more than others. I know this is easier said than done as you are competing with a bunch of other exhibitors that are also trying to stand out. Have something eye catching at your booth, a great competition, an activity of some sort such as face painting, chair massages, a mini seminar or something that is appropriate for the show you are at.

3. Position

This is not always in our control, but where possible position your booth in a prome location that will attract the most traffic. Corner booths or booths along the wall are usually best. I would suggest visiting the venue the day before set up to check the layout and determine where would be best for your services.

4. Create hype for your booth

A week or 2 before the show contact the types of people you would like to meet at the show whether it be CEO's , moms, Office staff etc. Define your target market and use your database, social media to target those people and invite them to come to your booth. Give them some kind of incentive whether its a discount. entry into a competition or anything.

5. Do not expect immediate sales

Trade shows and Expos are not about making the immediate sale. Its about meeting new business for the first time and then building on those relationships. Your booth should be more designed for them to start interacting with your company whether thats liking your FB page, joining you on Linked in , joining your mailing list.

6. Identify the type of person you are connecting with

This can be difficult, but if you get it right can be extremely effective. Everybody is different and have different reasons for making purchasing decisions. For instance if a salesman approaches me the best thing he can do is just give me the facts and figures without all the fluff. My wife on the other hand wants the other side she wants to be wowed by beauty, color and so forth. Try and figure out the type of person you are speaking to then highlight the benefits of your product that would appeal to them.

7.Be clear in your message

A confused mind always says NO. Be clear in what you communicate to your client or potential client. Do not have a large range of products on your table, this looks intimidating and people may walk away.

8. Listen

When communicating, listen. I have been to Trade shows where I ask a question and get a totally unrelated answer although that may be an extreme situation you need to listen to what your client is saying. Answer questions honestly and clearly, even if the answer is I do not know....there is nothing wrong with saying " I do not know, let me go find out" , far better than giving false information.

9. Dress appropriately

Dress for your industry. If you are a fitness trainer track suit and sneakers is acceptable, but if you are a financial advisor that will not work :).

10. Follow up

Collect all the business cards and be sure to follow up with your potential client. This is a simple yet huge step in ensuring success.