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Making the most of your Exhibition Stand - Part 7

The Don'ts
There are several things that you should never do on the exhibition stand, some will sound obvious but these rules are far too often abused.

Never comb or brush your hair or put on makeup.
Never chew gum.
Never eat or drink unless you are doing so with a prospect.
Never openly yawn or look longingly at you watch
Never read anything unless asked to do so by a visitor
Never stand around chatting to other members of staff
(unless you are pretending to be a visitor to make your stand look busy!)
Never stand with your back to the visitors.
(This is not always possible if the stand if open at all sides so always be
looking out for approaching visitors)
Never look over anxious or disinterested
Never use crude language and never giggle (except at visitors jokes).
Never pick your nails or your nose
Never indulge in childish behaviour. Remember you are on display
Never block entrance ways to the stand or put yourself in the way of AV equipment, literature racks or other important displays.
Never smoke on the stand
Never sit down on the job.
Never leave cups, plates, saucers, food packaging, rubbish, ashtrays or
personal belongings on the stand.
Never allow other exhibitors to leave their literature on your stand (they will try!)
Never ignore anyone that comes onto the stand, even students may one day become decision makers. However, allocate the time you spend with visitors based on their level of interest and ability to buy.
Never talk to visitors in front of neighbouring visitors stands as you will become very unpopular.
Never leave an exhibition stand unattended.

The Do's
Now some ideas of positive actions that can enhance your effectiveness

Either at slow times during the day, at break times or before the show opens take the time to get to know people on other stands who are not in competition with you. This can have two benefits. Firstly, they could be potential clients and secondly, if you have a good relationship with them they will refer people from their stand to yours.

We call this stand hyperlinking!

Keeping yourself motivated can sometimes be a problem at an exhibition. The best way to do this is to focus on the goals your company has set for you and do all you can to achieve them. If they haven't set any goals, set them yourself or hold a competition with other staff on the stand to see who can get the most leads.

Avoid making regular time checks - the day will go much slower that way. Just spend as much time as possible talking to visitors on your stand or bringing visitors onto your stand.

Approaching Visitors
Approaching visitors at the show may seem daunting especially if you have been asked to stop people in the aisles. There are, however, ways to make this process easier.

Firstly, make yourself accessible. Don't hide at the back of the stand or behind the largest exhibit. Stay at the front of your stand or in the aisle in front or beside your stand. Body language is very important don't cross your arms across your chest this creates a barrier and suggest that you do not wish to be approached. Instead have your hands behind your back or to the side, catch the visitors eye and greet them with a warm and welcoming smile. Maintain the eye contact, never look over their shoulder or be distracted by another passer by. They are now your object of attention and you are genuinely interested in them.

Now you've got their eye your opening question will determine whether they stop or pass you by.

Your opening statement should be polite, unthreatening and designed to open up a dialogue with the visitor, so it is usually important to use an open question. This is a question that requires a detailed answer not an abrupt "yes" or "no". Such questions normally begin with the words "How", "What", "Which", "Who", "When" and "Why". They can be general such us "What do you think of the exhibition?" or "What brings you to the show today?" or specific to your products. For example a large hotel group used to ask visitors "When was the last time you stayed in a really nice hotel?".

Imagine a line drawn between you and your prospect. It is your job to cross over that line so that your prospect feels that you are on his side. The general question "What do you think of the exhibition?" gives you the opportunity to agree with his response, step over to his side, then open up dialogue about your products.

The specific question "When was the last time you stayed in a really nice hotel?" gives the prospect the chance to reminisce with you and share his opinions. Again you have stepped over to his side and you can begin to talk about your hotels.

Companies whose objective is just to contact and qualify as many people as possible may, however, just use closed questions such as "Would you mind sparing me just two minutes to answer a brief questionnaire?". A request that is hard to refuse. If you use this approach, however, make sure you do only take the time that you requested, unless, of course, they begin to show genuine interest.

This questionnaire approach is fast and effective and if the questionnaire is well designed it is an invaluable aid for the person doing the follow up to establish the persons interest level and areas of interest. Discuss with those who have this follow up responsibility which questions would generate the most useful qualifying answers.

It would be extremely beneficial for you to brainstorm with your colleagues before the exhibition and decide which opening questions and approaches may be most effective. Then when you arrive at the show try them out until you find one or two that really work for you and you feel comfortable with.

Remember that manning an exhibition stand is all about playing the numbers game. Many visitors may respond negatively to your approach, but don't be disheartened, it is often just because the don't have an interest in your company not because they are rejecting you

Remember in the numbers game, every "no" brings you closer to a "yes" just carry on with the same momentum and you will get the right results

Next Issue: Arousing Visitor Interest

Previous Articles can be accessed via the "Archives" on the main menu

"Making the most of your exhibition stand" is now available on Video to make exhibition staff training very easy. See special offer on "Subscriber Offers" section on main menu.