EXHAUSTED AND DISORIENTATED

Exhausted, mentally drained, aching bones, disorientated.  Yes, I spent all day yesterday at an exhibition.  The minute you cross the threshold into an exhibition hall, all your usual reference points like time, daylight and weather are lost and you step into a parallel world.  It is not surprising then that many of the people manning stands yesterday looked like they were slowly losing the will to live - it is impossible to maintain enthusiasm and a happy smile in an atmosphere which seems to drain your soul through the air conditioning system.


But, the reason we all pay vast sums of money (and they are not cheap) to go to an exhibition is to tempt in new customers and to make the investment worthwhile it is vital your stand and your staff are welcoming and friendly.  Here are my exhibition Dos and Don'ts:


DO
Bring in fresh blood.  Although someone from accounts or the lady who answers the phone might not know everything about your products and services, what they lack in knowledge will be more than compensated for by their energy and will provide a welcome recovery period for your sales staff and senior managers.  Spread the load.


Catch people's eyes.  It is terribly British to be terrified of looking someone in the eye, but remember that everyone who has paid to get in is waiting to be wowed so make sure you are the people to do it.  Position yourself at the edge of your stand with a smile on your face and some leaflets in your hand.  Talk to someone.


Get their details.  Many people I spoke to yesterday reported fewer sales but more people interested in their products.  The internet means everyone is after a bargain and they will go home and scroll through websites trying to save a few quid.  Just because they don't buy now doesn't mean they won't.  Ask them for their details so you can keep them up to date with special offers.  Give them a reason with a free prize draw.  If they are interested at the Show they will be interested afterwards.


DON'T
Text.  If your job is so vital that you cannot be out of communication for a three hour stint you shouldn't be there.  There is nothing that makes me walk on past to the next stand than someone hunched over their mobile.   Put the mobile out the back and talk to a real person instead.


Be miserable.  I know the weather is rubbish, attendance is down, sales aren't great and your future is a bleak and uncertain landscape but I have paid £15 to get in and don't want to hear you moaning.  When visitors ask how the show is going they are being polite so gloss over the bad bits and focus on the good stuff like how people have been really interested in a particular product, or that a show special is going well.  We all love to do business with successful people and I have enough bad news to cope with so keep yours to yourself.


Sit down.  A controversial one I know but I am always less likely to approach someone sitting down than if they are standing up, especially if there is two of you on the stand and you are chatting to each other.  There is so much competition at an exhibition you need to do everything to stop people walking past you so stay on your feet.


There are no simple ways to get through exhibitions and you won't be able to do every one of my Dos and Don'ts for every hour of the show, but at least if you try most of the time you should maximise the number of people who come to the stand, keep their interest, follow them up and get that sale.


Let me know how you are getting on via the reader comments or email: Lindsay@redyellowblue.biz.  Don't forget to visit our website: www.redyellowblue.biz


Lindsay

















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