Are Your Trade Show Booth Staffers Sabotaging Your Efforts? Mistakes Exhibitors Make

Mistakes at trade show booths can sabotage your company's efforts. If you're sending employees to work your company's trade show stands, check to make sure you're not making these common mistakes.

You could have the best trade show booth at the event, but if your employees are making some of these common mistakes, your efforts could be wasted. Before sending your employees to work your trade show stands, educate them on these widespread mistakes. Avoid these and you'll open your business up to new contacts throughout your industry.

Are Your Workers Clumping Or Pairing In Your Trade Show Booth?

This is one of the most common mistakes at a sales event. Clumping and pairing are behaviors you'd expect - it's when two or more employees group together and talk to themselves instead of interacting with customers at an event. This can cause serious issues because many potential customers will see the two people talking to each other and walk away, not wanting to interrupt. Instead, instruct your employees to avoid grouping together. That doesn't mean they can't interact when traffic is slow, it just means that they should take care to leave a little space between themselves so customers will feel comfortable approaching them to ask a question.

Do Your Workers Have Their Backs To Visitors?

If you have a software company or something that requires a computer to demonstrate your product, you're probably considering using tables, chairs and a computer to display your program. This is a bad idea! Sitting down makes you unapproachable, but if you're limited on space, your workers may be forced to have their backs to anyone who comes into the booth.

One way to fix this problem is to use monitor stations that force exhibitors to stand. Customers and exhibitors can gather around a monitor. Standing, as opposed to sitting, makes it easier for your workers to allow customers to try out the software for themselves. Employees who stand instead of sitting also have the advantage of looking a customer in the eye and interacting more professionally and personally since they're on the same level.

Are Your Trade Show Stands Being Remembered For The Wrong Reason?

Some trade show booths are remembered for the entirely wrong reason. Anyone who's been to an event remembers the workers who are overly familiar, excessively loud or just annoying in general. If your company gets a reputation for being bothersome, visitors will flee, not flock, to your trade show stands.

Train your workers and role-play so they can talk about your products and services in a natural manner. Discourage them from using a customer's name excessively or being overly friendly, as this can seem phony. There's a line between being attentive and being fake so make sure your employees know where it is and take care not to cross it.

Trade show booths are a unique opportunity for businesses. Where else can you find hundreds of potential customers and give them the chance to see how your company can help theirs? Although these tips aren't the only ones you can use to create a successful display, they provide a good start.

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