Are you committing these success-killing mistakes?
1. Selecting people who have to be there as part of their job instead of those who want to be there
For exhibitors to drive traffic, they need to have engaging booth staff. People might remember your exhibit for a while, but they will remember their experience, especially with your people, indefinitely, especially if they have a negative experience.
Staff members, well-trained for their specific roles, will come prepared with interesting questions to ask attendees and ideas for meaningful conversations. The more experienced staffers will have several strategies in mind to help guide the conversations depending on how the interaction unfolds.
You may consider a using a Troller to walk around the floor looking for potential sales prospects by handing out a freebee or asking certain questions.
2. Beginning with the wrong mindset
Although more people are motivated by personal recognition than by money, it doesn’t hurt to add incentive into the effort with a type of reward, especially when working with experienced exhibit staff.
Motivation for working at a trade show begins with the attitude of wanting to be there, participating, making a difference. But often employees are told by management to “be there” to work a particular show. How difficult would it be to place people who are actually excited to be working at a trade show?
Sales people frequently feel correctly that working a display stand interferes with their normal selling routine. When employees have a negative attitude about being at a show, their body language lets everyone around know how they feel. Do you notice the difference in the voice, posture, and eye contact when they are doing what they feel is using their skills and abilities to the fullest?
3. Not expecting everyone to be an ambassador
Everyone representing your company is an ambassador. Each needs to have that ingrained into their psyche from the top C-level executive to the floor sweepers and delivery people. Everyone is important in their roles and performing their tasks.
Being helpful, courteous, and having a professional personality, each person exudes the corporate brand. Everyone can strengthen the company’s image and help gain new customers. For example, how would you like to work at a place where you might witness a conversation like this?
Person 1: “Look at that waste paper on the restroom floor! Someone deliberately threw that away but did not place it in the trash can and left without picking it up. Who’s responsible for that?”
Person 2: “Not me! Let’s get out of here before someone asks me to do it.”
Obviously if everyone was educated and motivated properly there would not have been an incident in the first place.
4. Not motivating the staff
Your trade show exhibit team needs to be carefully chosen based on its excellent knowledge of the company’s products and services, customers, and prospects that you expect to visit your display.
Staffing your company’s display at a show is hard work. Staying motivated can often be a real challenge, except for professional trade show models and talent. The event may be the most boring and mind-numbing imaginable, but professional staffers never show that! They are arguably some of the best actors in the world.
A motivated staff knows through experience that face-to-face marketing is the most effective way to build relationships, gain customers, and grow a business and its brand image. Experienced trade show professionals know this, and perform accordingly.
5. Not looking presentable
Let’s face it; people will are willing to talk with helpful, pleasant people, but more so when that person looks approachable. Not everyone will know at the beginning that a person is willing to patiently answer questions, but people will talk to someone with a smile standing at the booth, as if inviting someone to speak with them. Good booth personnel usually don’t wait for others to initiate the conversation, but freely engage others at every opportunity.
In order to look open and available while at the booth:
Don’t play on your cell phone or on your computer device between visitors; it will make you look oblivious and uninterested. Make eye contact at all opportunities and be friendly. Let everyone see how friendly and happy you are to be around.
Don’t be pushy. There is nothing anyone is selling that any attendee cannot live without. Work as though the sale is already made and that the visitor is taking the item home, and you will find that more sales are developed with compelling reasons and benefits rather than slick sales talk or pressure to make a decision and by right now.
Your visitors’ experiences must feel comfortable! Allow people to take in your message. Think as a performing actor or comedian—timing is everything. Watch the professional models, actors, and demonstrators and learn from their practiced, polished styles.
More sales and less sins; what a concept!