Important Tips for Trade Show Exhibitors - By: Brent Smookler

There is a lot of information out there about trade show booths and how to set them up. The table must be the right height, the lighting has to be perfect, and the graphic banners should be cool with bright colors. Your booth should be easy to handle and assemble, with a few examples of your product or services to show potential customers. The appearance must be flawless.

However, as a member of the sales team at a trade show, you may be wondering how you will manage to keep your focus and maintain your stamina for 8–12 hours. In order to have a successful trade show experience, exhibitors need both mental and physical stamina. Here are a few tips and techniques for making it through the trade show as a vendor.

Shoes – Trade shows require exhibitors to stand for most of the day; this can take its toll on both the feet and lower back. Take actions to get ready for it. Women should wear a pair of flat, professionally-styled shoes that are comfortable. A man's shoes should be comfortable as well as polished. Dress shoes are not necessary, but avoid wearing sneakers. Shoes that are dressy and can be polished are fine. Shoe inserts are a great way to add extra support and comfort to any pair of shoes.

Clothes – Make sure to dress professionally, but comfortably. Inquire in advance about the temperature the room will be kept at and dress accordingly. Stay away from clothes that are fashionable, but too tight or uncomfortable to wear. In addition, find clothes that don't stain or wrinkle easily. Working 12 hours at a trade show can take its toll on your clothes. You will want them to appear as fresh as when you started out that day. It's a good idea to bring along a spare change of clothes. You don't want to be midway into the trade show and realize that your clothes are sticky and no longer comfortable, and not be able to change into something fresh.

Energy - Keep some energy drinks on hand for a quick recharge. Remember to continue ingesting food of the right kind. Be sure to eat right throughout the day; it's hard for the body to function without the proper nutrition. That goes for water also. Keeping a small water cooler filled with water bottles is a good idea. Without water throughout the day, you will be dehydrated and tired while you work. Depending on the lighting, you may need 12 or more cups of water while working. Take small breaks throughout the day, switching off with co-workers. During those short breaks, walk or do stretches out of sight of your customers to get your blood flowing so that your body will stay refreshed.

Knowledge and Manner - Take the time to get to know the aspects of your product and like it. The most attractive trade show display can be blighted by any sales person who isn't enthusiastic or knowledgeable about the product. No matter how good a trade show display looks, people will not be interested if an exhibitor does not show excitement for the product being sold. Goal writing can keep you on track and focused. Be sure you know your product inside out so that you can answer any question, no matter how vague. Have co-workers or a family member test you on questions related to your products, and answer in a polite and friendly manner as if you were speaking to the actual customer.

Interaction - Dealing with potential consumers can be fun, but exhausting. Be prepared to answer the same question repeatedly throughout the day without getting frustrated with anyone. Tag teaming your booth is a good way to accomplish this. Alternate with another member of your sales team to assure you have enough downtime to rejuvenate without compromising the happiness of your paying customers. Answer questions about your goods in a friendly yet knowledgeable manner. Remember to network. Build relationships and attract potential customers. Don't concentrate solely on sales. Stay calm and don't be dramatic. Difficult customers will cross your path, but keep calm and answer their questions to the best of your ability. If it gets out of control, be professional and polite, but avoid arguing. Arguing with an unsatisfied customer is not only unprofessional, but it will make you unfocused. When confronted by an irate, unsatisfied customer who is being loud, keep calm and call for security. The fault will lie with them, and others will be impressed that you stayed calm, cool, and collected.

As an exhibitor you need to be ready both physically and mentally in order to get through it smoothly. Implement these suggestions and make sure to have a good time at the next trade show.

About the Author

Brent Smookler’s first trade show did not go well. While the Popup Displays and banner stands looked great, Brent did not. He forgot to eat, and drank soda all day instead of water. By noon, his energy was tapped and his enthusiasm was low. Since then, he has learned to, not only purchase low cost trade show exhibit booths, but also to prepare himself in mind and body for the day.

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