A good first impression is vital to attracting traffic to your exhibition stand. It can mean the difference between foot traffic stopping by to learn more or running past your stand while trying to avoid eye contact. Here are the dos and don’ts to presenting your best self at your exhibition stand so you can invite traffic instead of deterring it.
- How to Stand Apart from the Competition
- How To Find Your Business Niche
- Quick Tip: How To Overcome Objections From Satisfied Prospects
Exhibition Stand Do’s
Not only does it cost absolutely nothing – smiling helps people to perceive you as authentically cheerful, outgoing and easily approachable.
Do stand around the perimeter of your stand
It would help if you always positioned yourself on the perimeter of the booth with an open, approachable look. A smile and a ‘hello’ are simple actions that many take for granted but are actually the tiny catalysts that move visitors from just briefly looking at your booth to standing in the booth, taking a good look around and chatting with you.
Do greet passers-by
Proactively make an effort to speak to as many people as possible – you want visitors to know you’re enthusiastic about being there!
Do gather content for social media
During the exhibition take photos of staff in action and your stand full of people for use on social media and for future marketing efforts. Your goal is to attract visitors to future days or shows and to show how in-demand your product or service is.
Exhibition Stand Don’ts
Don’t huddle with co-workers
If foot traffic is slow, it’s important to resist the temptation to strike up a conversation with your colleagues. Nothing is more off putting to a potential stand visitor than a group of co-workers in a huddle. By doing this you’re giving the message that you’re preoccupied – too busy to help and even worse, not interested to help. Huddling with co-workers is the fastest way to deter visitors to your stand.
Don’t sit down
Sitting down, lounging or relaxing around your exhibition stand will drop the level of professionalism you’ve tried so hard to display. You’ll appear disengaged and will struggle to make meaningful eye contact with interested passers-by. If you have to sit down, choose a high stool that will allow for eye-level contact.
Don’t be a phone zombie
Resist the urge to check or play on your phone when foot traffic is low. If you’re bored, find a prospect to have a conversation with and leave your phone in your bag – away from temptation.
While you want to have enough staff to handle the high traffic periods, there’s a delicate balance between having the right amount and having too many. When a stand is overstaffed and crowded, it will actually discourage people from visiting – especially when social distancing measures are still commonplace. If there’s too many of your team at the stand, send them out to check out competitors or engage with visitors at networking events or talks.
Communication is vital when asking for a sale because it’s the foundation of rapport and understanding. If you can’t directly ask your prospect for what you want, they won’t be able to reply how you want them to. That’s why you should never retreat to using vague language; not only will your prospect probably become confused, but their patience will wear thin, again potentially costing you the sale that you could have made had you said, “would you like to sign?”
Maximise your sales skills in only 12 weeks with personalised 1-1 coaching
You’re good at what you do, but you know there’s the next level.
That’s where our 12 week intensive Sales Mastery program comes in.
Our individual sales coaching program involves a tailored learning system consisting of e-learning, six 1-on-1 coaching sessions and email support.
We call it ‘intensive’ because it is – during the 12 weeks, you’ll be working on your sales skills, gathering and documenting your sales process, crafting new scripts and working on perfecting your craft.