Are You Really Listening? Trade Show Stand Tips For Effectively Engaging Leads

Are You Really Listening? Trade Show Stand Tips For Effectively Engaging Leads

Chances are that the employees who are manning your trade show stand believe they are doing their best to promote your company's products and services. The odds are good, however, that they are so busy talking to prospective leads and promoting your company agenda that they've lost the ability to listen effectively.

Most exhibition or conference visitors have been attending lectures, listening to presentations, and hearing the sales pitches of dozens (or maybe even hundreds) of other companies on the event floor. To stand out from the crowd and really connect with potential clients, your employees need to listen to visitors. The tips below will help your employees refine their listening skills.

Forget That You're Manning A Trade Show Stand

No, you shouldn't forget you're at a show and kick back with your feet up. We simply mean you should forget about handing out brochures, straightening your booth displays, or any other activity that will be a red flag telling the person you're talking to that your attention is divided. When you're in a dialogue with a visitor, focus your complete attention on them. They will appreciate being treated with respect and remember that they met someone truly interested in what they had to say at your trade show stand.

Listen Effectively

It's tempting to stare at a visitor to your trade show stand and pretend to listen while you're actually mentally preparing to give them your standard sales pitch - but don't. You need to be attentive to their unique questions and concerns and respond accordingly. Don't be afraid to ask for clarification. Whenever possible, paraphrase what they've said and repeat it back to them to ensure you truly understand their question before trying to answer it. You should be listening at least twice as much as you're talking in order to truly understand an individual's needs and tailor your response effectively.

Steady Your Nerves

Most people who are working at a trade show stand don't realize they have nervous habits until it's brought to their attention. Anyone talking to them, however, is sure to notice annoying little habits like playing with cell phones, jingling loose change in pockets, or scanning the room repeatedly. Every one of these habits sends a subtle but unmistakable message - it tells visitors to your trade show stand that you're bored. Nobody wants to feel like their questions are boring. Focus fully on the speaker. Look them in the eyes and make sure you're using body language that's approachable (no crossed arms, please!).

Don't Interrupt

It's tempting to jump in and tell someone you have the perfect solution when they ask a question you can answer, but don't interrupt to do this. If the speaker isn't finished with what they have to say, you'll come across as rude, impatient, or both. You don't want your trade show stand's message to be, 'I can't wait to talk about me, so shut up.'

Remember that every individual who approaches your trade show stand thinks that his or her situation is unique. Listening fully and waiting until they're finished talking lets them know you respect them and their dilemma. Honing your listening skills is the first step toward establishing a positive relationship with new leads.

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