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Etiquette 101 For Exhibitors
Dos and don’ts to help you make a great first impression
volume #1, article #8
By Dianne Smirl, CME-Designate
Every day we are thrown into situations where we are judged solely on what we say and how we act. Trade shows are no exception. You will be judged on the show floor by the way in which you offer information and, equally if not more importantly, by the non-verbal messages you communicate through body language. Here are some basic guidelines for good exhibiting etiquette.
Do Remember The Breath Mints
Talking all day dries out your mouth, which can promote less than pleasant breath. Have a drink of water and toss in a breath mint after each discussion with a prospect. This will help keep people focused on your presentation, not your breath.
Do Introduce Yourself And Shake Hands
When people enter your booth and ask a question about a product you have on display, the natural tendency is to immediately launch into your sales pitch…but don’t do it. Instead, introduce yourself and ask your visitor for their name. Shake their hand and welcome them to the booth before you turn your attention to their question. Making a personal connection with the prospect sets the stage for a more in-depth qualifying conversation.
Don't Eat In The Booth
Yes, we’ve all been reminded of this gospel time and again but amazingly, a high percentage of booth staffers succumb to hunger. Human nature is such that we’d rather not interrupt people while they are eating. Most prospects will walk away rather than disturb an exhibitor at mealtime.
Do Stand Tall
Just like eating on the job, if you sit down in your booth, people will think you’re taking a break and keep walking past your exhibit. If you find it difficult to stand for long periods of time, use of stools in booths to perch upon is totally acceptable in my books. But if you’re going to provide stools, make sure that booth staff is coached on maintaining an open body posture.
Don't Tell Jokes
It’s fine to incorporate humour into an anecdote you’re sharing with a visitor to your booth, but skip the jokes. Trade show attendees come from diverse cultural and religious backgrounds, and you’re bound to offend someone. Keep the conversation focused on your visitor’s business and your company’s offerings.
Do Deliver On Your Promises
The quickest way to end a budding relationship with a qualified trade show prospect is to fail to deliver something you agreed to provide, such as a product sample or costing information. Offer only what you know you can deliver, and then do it. Etiquette simply means manners. Minding your manners and using common sense on the trade show floor will help to make every encounter more pleasant and productive.
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