Talk To Visitors At Your Trade Show
How To Talk To Visitors At Your Trade Show Exhibits
If you are fortunate enough to have a team of veteran employees working at each of your trade show exhibits this year, count yourself as one of the lucky ones! Many new business owners and small business owners often have limited resources when it comes to staffing their trade show stand. Because of this, they often have to improvise by asking part-time staff or family and friends to man their trade show displays throughout the duration of the event.
For companies in this situation, there is good news. You can work with your employees and volunteers ahead of time. Train them and give them pertinent information about your trade show displays, your company literature, and give them a refresher on general interpersonal skills that they will need to be successful on the job.
Be Aware Of Body Language
Before you ever utter a word, visitors will be watching your team members as they approach your trade show exhibits. If your body language is cold or impersonal, they may opt to bypass your booth completely. Have someone stand out in the aisle to greet visitors as they approach. This way, you avoid that 'us' and 'them' barrier that a divider can sometimes create. Also, if two or more employees are working trade show displays at the same time, they should avoid turning inward and chatting amongst themselves, as this signals to others that they are outsiders and unwelcome.
Greet Trade Show Stand Visitors
Be warm and inviting when visitors first approach the booth. Shake each person's hand and smile as you welcome them to your exhibit and to your company. Feel free to ask them how they are enjoying the show, and don't immediately jump into your sales pitch. Starting with a hard sell can be a real turn off for your guests.
Offer Need-To-Know Information Only
You can offer some basic information and background about your company, but don't get too detailed. Give them some general instructions for browsing your exhibit and then give them the freedom to explore.
Wait For Responses
During this browsing time, remain silent. Your silence is an invitation for your guests to ask questions about the information presented to them at your trade show stand. If you are always talking, they won't have a chance to get the information they are looking for.
Prepare For Questions
Do your best to answer questions, but never make anything up. If an employee doesn't have the right information, he or she should offer to take contact information and get back to the person. They might also seek the help and advice of another more knowledgeable employee.
Don't let your visitors leave empty-handed. Make sure they have been offered your promotional items and corporate literature to take with them. At the end of the day, when they come across your freebies, they will be reminded of your company and the products or services that you offer.
Talking to the guests at the event is really all about being friendly, personable, and exercising those interpersonal skills you learned when you were growing up. When in doubt, think about how you would like to be treated, and then act accordingly. Error on the side of helpfulness rather than being the pushy and unbearable salesman.