Tradeshows present a golden opportunity to connect
with current and potential clients alike. But many companies let the
opportunity slip through their fingers.
All too often, exhibits fail because the exhibitors
haven't been trained to cultivate relationships at tradeshows. As a
result, they either ignore visitors or jump right to the "hard
sell," losing the sale in the process.
To make these events profitable, then, you and your
people must know how to build relationships at tradeshows. Here are
a few tips to help you turn contacts into sales:
Be concerned with your professional appearance.
Psychologists tell us it takes less than 15 seconds for others to form
an impression of us. Visitors at a tradeshow are doing just that, scrutinizing
the attire, mannerisms and body language of those behind each booth.
What kind of impression will you make? Will that first impression encourage
others to enter your booth or move on?
Strong first impressions start with proper business
dress. Wrinkled clothing, sexy attire, scuffed shoes and poor grooming
habits make for an unprofessional image. To avoid these, distribute
specific, written dress guidelines to all salespeople prior to the event.
Do not rely on vague terms like "business casual," for they
inevitably lead to misunderstandings.
All this applies throughout the tradeshow. Whether
you are staffing the booth, attending a luncheon or networking at the
event's cocktail reception, you still represent the company. Your appearance
must reflect that at all times.
Be approachable.
Do you convey a sense of approachability? Or does your
body language say, "I'm busy," "I'm bored" or "My
feet hurt"? Does the passer-by see the exhibit staff sitting down,
conversing with each other, complaining, chatting with friends or reading
books? Such body language speaks louder than our words-and it may cause
prospects to walk right by.
Think of the times you've attended tradeshows. Have
you ever walked into a booth only to be completely ignored? It has happened
to me many times. Often, the person behind the booth just sits there
when I pick up the literature, making no effort to gauge my level of
interest. This kind of behavior hurts sales. If companies cannot be
bothered to greet prospects, they will have a difficult time finding
prospects who want to do business with them.
What conveys a sense of approachability? A smile, open
body language and good eye contact are crucial. So is your willingness
to initiate the conversation. Companies that display their literature
on round tables seem more approachable than those using a long rectangular
table. To eliminate the barrier between you and the prospect, come around
from behind the table when engaging in a conversation. If space allows,
put your literature off to the side, and leave the front of your booth
open for people to enter.
Be aware of nonverbal communication.
Don't forget you are on company time. Eating, drinking,
chewing gum and talking on a cell phone are huge faux pas. We would
never do these things in a business meeting; the same applies at a tradeshow.
You also lose credibility when you slouch, lean or have your hands in
your pockets, all of which send a message of disinterest and boredom.
As you talk with a guest, do not look over his or her
shoulder to see if someone more interesting is coming along. It is rude
and offensive. On the other hand, when you are conversing with one guest
and others come to the booth, acknowledge the newcomers with eye contact
and a smile. Let them know you will be with them shortly. Turn your
body slightly to include them in the conversation. If possible, briefly
explain what you were discussing. That way, they can participate in
the conversation while you finish.
Be a host.
At a tradeshow, your booth is your office away from
home. So treat attendees as you would if they had come to your office.
Acknowledge and welcome visitors to your booth. Always wear a nametag
and place it on your right shoulder: this simple step makes it easy
for the prospect to remember you and the company you represent.
Stand when greeting a prospective customer. Extend
your hand first to shake hands, give a firm handshake and introduce
yourself by giving your full name and position.
When the conversation winds down, be sure to close
it appropriately. Thank your visitors for stopping by, and ask if there
is anything else you can do for them.
Be a good salesperson.
Use an opening line that will engage people in conversation.
Some of the questions I frequently hear at tradeshows are "How's
it going?" or "Do you have any questions about the service?"
Those kinds of questions elicit a one-word response. It is much better
to qualify prospects with open-ended, "involvement" questions,
like "What prompted you to stop by our booth?" By engaging
prospects in conversation, you are qualifying the lead and cultivating
a relationship. The more you talk with them, the easier it is to find
out if your products and services match their needs.
Remember to do the selling yourself; don't leave it
to your literature. At a booth promoting whitewater rafting trips, I
asked the vendor if he had anything for beginners. He handed me his
company's brochure and said, "It's all in here." He did not
ask any questions or arouse my interest. Instead his comment was "You'll
love it." I walked away from his booth feeling both disappointed
and disinterested.
Making connections should continue right through the
tradeshow, even during breakdown. It may be that your most valuable
prospect could not visit your booth until the end of the day. Therefore,
do not pack up before the appointed time. As much as possible, continue
to wear your business clothes during breakdown, so prospects can identify
you as a salesperson. If visitors come to your booth as you are dismantling
it, give them your full attention.
What is the difference between a successful tradeshow
and a waste of time? More often than not, it's how you handle
yourself. The hospitality you extend to others can be the keys
to your success. So use these tips to turn contacts into relationships-and
relationships into sales.
Are
you interested in discussing what we can do to help you?
Contact
us for a free 1/2 hour consultation
today!
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Juanita Ecker, President of
Professional Image Management, provides corporate training on meeting
and tradeshow etiquette, dining etiquette, business decorum, networking
skills, telephone manners, professional image and business casual. She
can be reached at (518) 279-9388,
by e-mail at image3@nycap.rr.com,
and via the Web at www.professionalimagemgt.com.
