There's a lot of work that goes into taking your trade show displays to an event. You'll need to double check to ensure it's in working order, update the graphics, print promotional materials, determine which employees are going to attend and then schedule the travel arrangements. You may think that after all that work, all you have to do is arrive at the event. Wrong! There are a number of dos and don'ts so keep these in mind when working your company's trade show exhibits.
Do #1: Prepare Questions Ahead Of Time
The worst thing you could do is just show up at the event. Instead, prepare a list of questions to ask each visitor that directly relates to your business and your company. Avoid general questions like 'Are you having a good time?' or 'Enjoying the event?' and you'll be more likely to actually learn something about potential clients instead of just being another exhibitor in the crowd.
Do #2: Create The Right Impression At Your Trade Show Display
Creating the right impression immediately is a must. It should go without saying that employees working your display should be clean and well groomed. A full suit and tie is unnecessary, but clothing should be professional and not wrinkled. Remember that you'll likely be moving around all day so choose clothing that will be comfortable but still looks fresh at the end of the day.
Do #3: Interact With Visitors To Your Trade Show Displays Instead Of Coworkers
Everyone's walked by those trade show exhibits. You know, the one where the employees are all laughing and talking with each other and ignoring visitors. Also avoid hanging out on the smartphone all day. Arrange for someone back in the office to cover anything that comes up and let current customers know they can find you at the event if they would like personal help with a problem.
Don't #1: Leave The Trade Show Exhibits Unattended
Don't leave customers wondering where you are. If your trade show display is up and the event is in progress, at least one person should be monitoring your booth. Schedule breaks so your coworkers can use the restroom, have some lunch or just grab a quick cup of coffee. It's best if at least two people are manning the booth at all times just in case something happens that takes one employee away for a short time.
Don't #2: Bad Mouth The Competition
Bad mouthing the competition is a bad idea. Although some customers might like hearing 'gossip,' it's best to speak positively or not at all about your competition. If someone does ask a direct question about a competitor, deflect with all the reasons why you're better. Do this and your competition will be likely to recommend your company if a client is looking for a product or service the competition can't provide.
Don't #3: Ask Close-Ended Questions
Close-ended questions are sales disasters. Can you think of anything worse for starting a conversation than, 'Do you think you could use this?' Instead, come up with questions such as 'How can you see this helping your day to day operations?' and 'What are you currently using to solve this problem?'
Using these guidelines for working your company's trade show displays and you'll avoid some of the most common mistakes.