Trade show etiquette

Trade show etiquette

Trade Show Etiquette Pays

You’ve invested in pre-show marketing activities, a winning display, eye-catching signage, and appealing giveaways. What about your exhibit staff? All these investments can be a waste of time and money if your staff doesn’t understand trade show etiquette.

Trade show exhibit staffing is critical to the success of your trade show attendance: your staff can pre-qualify exhibit visitors, establish relationships that convert prospects into leads and buyers, and help to characterize the quality and image of your product or service. Therefore, it is important to assign employees who believe in your product or service, possess excellent communication and customer service skills, and clearly understand your trade show objectives.

Beyond exhibiting your products and services your staff must also exhibit trade show etiquette.

The conduct and appearance of your staff significantly influence trade show visitors’ interest level in your product or service. Here are 21 valuable trade show etiquette tips:

1. Rehearse the sales script so the team delivers a polished, consistent and effective message

2. Familiarize staff with the booth layout and product/service so that selling process runs smoothly and time is used effectively

3. Adhere to dress code

4. Wear name tags

5. Keep the booth clean, tidy and well-organized

6. Avoid fidgeting with pens, coins, or other objects

7. Wear comfortable shoes so that staff can remain standing

8. Leave the chewing gum at home

9. Don’t lean on booth furniture

10. Avoid alcohol, garlic and spicy foods

11. Keep handed at your sides or folded behind your back – no crossed arms in front and definitely keep hands out of pockets

12. Be enthusiastic, confident and polite

13. Avoid over-the-fence discussions with adjacent exhibits

14. Stay focused – trade show romances aren’t compatible with the company’s trade show objectives

15. Turn off cell phones and other distractions

16. Maintain good eye contact with visitors

17. Try to observe the 80/20 rule: listen to prospects 80% of the time and speak for 20%

18. Ask open-ended questions to help build a rapport with visitors and determine prospects’ needs

19. Avoid the “comfortable collection” mentality – incessant chatting with your colleagues ignores potential buyers

20. Save eating and drinking for your breaks

21. Practice trade show do’s and don’ts before the big event

To achieve the best performance, you have to invest in dynamic and dedicated staff. By exhibiting good trade show etiquette, your staff can attract qualified prospects to your booth. Using their excellent product knowledge, well-rehearsed script, and rapport-building skills, your staff will be equipped to establish qualified relationships and increase your trade show return on investment.