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How to work a trade show booth

JANUARY 28, 2020| SpeedPro Towson

Knowing how to be successful while working a trade show booth is a major asset to any company. When companies bring their custom trade show displays to an event, they know they also need to bring their A-game. To ensure that your staff represent your company well and put themselves in a position to make connections with a large number of prospects, you’ll need to know the dos and don’ts of working a trade show.

THE DOS OF WORKING A TRADE SHOW

Companies who are successful at trade shows follow a few basic guidelines to ensure that their staff is put in a position to best connect with attendees. As you develop your trade show strategy, the following tips will help you out:

1. KNOW WHAT YOU’RE TALKING ABOUT

A trade show is an opportunity for you to really show off and to let people know that you’re an expert in your field. You want to be able to answer any questions that come your way, to build trust and confidence with the show’s attendees. When you know the ins and outs of your product or service you’re highlighting at a trade show, you’re sure to make a better impression.

In addition to knowing information about your company, it’s also important to know why you’re at the show. Define your goals before the trade show begins and make sure that everyone on your staff is aware of what information they should highlight to attendees.

2. STAY EXCITED AND POSITIVE

Trade shows can be long and there might be plenty of downtime when few people are visiting your booth. It’s important to have a positive, upbeat mindset throughout. Remember that attendees see tons of booths, and there are a variety of factors out of your control that can get attendees not to show interest in your exhibit.

Work on fostering a positive atmosphere at the booth that will be infectious to other employees and those passing by. A good attitude will go a long way when it comes to starting up conversations with attendees and getting them interested in what your company has to offer.

3. KEEP REFRESHMENTS CLOSE BY

Since trade shows can last all day, you’ll need to have snacks and beverages nearby so that anyone working the booth can keep hydrated and maintain their energy levels. When people are hungry or thirsty, their performance is likely to suffer. To keep your team upbeat and happy, have food and drinks on hand. The small costs of refreshments will pay for themselves tenfold, as lively staff members can be the difference-maker in converting prospects into clients.

4. PREPARE A PRESENTATION

Though some people can sell off the cuff without any preparation, most employees working the booth will need to have their presentation prepared. Even those who have a deep understanding of the company will benefit from knowing what they are going to say and how they are going to say it to visitors.

In a prepared presentation, you should aim to be clear and concise in the way that you communicate the key pieces of information that your booth is attempting to highlight. To have an effective presentation, memorize your pitch and practice it in front of team members to get relevant feedback. If your booth supports it, you can enhance your presentation with videos, slideshows and PowerPoint presentations.

5. CAREFULLY DESIGN YOUR BOOTH

Trade show exhibit displays are a major factor in your staff’s performance in the booth. A well-designed booth will help your staff get the attention of those passing by. Whether it’s through your exhibit utilizing a large tower that stands above the competition, attractive signage or interactive exhibits, the features of your booth will draw people in and give your staff the opportunity to connect with them.

The dos of working a trade show: know what you're talking about, stay excited and positive, keep refreshments close by, prepare a presentation, and carefully design your booth

THE DON’TS OF WORKING A TRADE SHOW

Along with knowing what you should do during a trade show, you should also be aware of some of the common pitfalls of those attending trade shows. Here’s what to skip at your next trade show:

  • Oversharing with attendees. Whether it’s due to nervousness or a lack of preparation, a common pitfall at trade shows is staff members rambling on without a clear purpose. To accomplish their goal, people sometimes think it’s best to barrage attendees with facts and stats. Too much information can be overwhelming, though. Instead, train your staff to try to listen 80% of the time and only speak to the attendee for about 20% of the interaction.
  • Not asking questions. As you prepare to attend an event, don’t be afraid to ask questions of the trade show’s organizers or regular exhibitors. The organizers can give you information about the display requirements, demographics of the show, key staff members and other important information. However, if you don’t ask, this wealth of information will likely stay hidden from you.
  • Not following up. When you leave a trade show, make sure you follow up with prospects. Many companies forget to follow up with the leads they generate at a trade show. Make your time count by following up with more information after the show.

CONTACT YOUR LOCAL SPEEDPRO FOR YOUR TRADE SHOW EXHIBIT DISPLAY NEEDS

If you’re getting the trade show itch, well-designed custom trade show displays are going to be crucial to your success. Work with SpeedPro to build a trade show booth that helps your staff make connections with attendees. As a nationwide network of studios, we know high-quality trade show exhibit displays and can help you build your own.

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SpeedPro Towson

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Marc Bouchard

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