Maintaining Welcoming Trade Show Displays

Maintaining Welcoming Trade Show Displays

Although the construction and design of your trade show displays is crucial to your success or failure at any exhibition or event, the people manning your booth also have to convey a proper welcome. If attendees perceive your area as distant or unwelcoming, you'll lose valuable opportunities to make new contacts and find new customers. There are several etiquette-related tips that the individuals staffing your booth must keep in mind at all times.

Neatness Counts

You've heard it before, but it bears repeating. No matter how gorgeous the graphics are or how impressive your demonstration, if your area is cluttered with too many brochures or looks untidy, some people will walk by without ever stepping into your booth's zone. A cluttered area reflects poorly on your company and your employees. Do not stash purses, laptops, or other personal effects where others can see them. You'll also minimize the chance of someone stealing your belongings if you keep them somewhere secure, away from the trade show displays.

Keep The Flow

Setting up your booth so that there's good traffic flow from the front to the back is a great start, but if your exhibit staff doesn't understand the importance of this flow, they may end up blocking traffic without realizing it. Engaging potential customers in a conversation is great; doing it at the front of your trade show displays so that other potential visitors are blocked out is a mistake.

Be Approachable

Think about how you not only present your trade show displays, but how you present yourself. Are you ready with a smile, or are you preoccupied with something that's put a frown on your face? Don't forget body language: crossed arms or crossed legs send a strong signal that you're not open to conversation. You should never eat or drink while working on the event floor. Others don't want to talk to someone who has a mouthful of food, and shaking hands with sticky fingers is a definite faux pas.

Listen More Than You Talk

You should spend three times as much time listening to visitors as talking to them when they are visiting your booth. You'll learn more about a potential lead if you let them tell you who they are and what they're interested in. You'll also be able to target your approach and direct them to appropriate choices if you listen now and talk later. Attendees who are visiting several trade show displays will remember you fondly if you truly listen and respond.

Stand As Much As Possible

Trade show displays may draw people in, but if you're sitting behind a table, you'll be seen as unapproachable or busy. You're also at a disadvantage if you're looking up at potential leads and they're (literally) looking down on you. Maintain an approachable demeanor and engage visitors on equal footing by standing up and shaking hands.

Trade show displays are only as successful as the individuals manning them. By keeping the above tips in mind, your displays will make the right impression and greatly improve your results.

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