Working Your Company's Trade Show Displays: What Not To Do

You're at the trade show exhibit and you've set up your company's trade show displays. Now what? There are a number of tips and tricks designed to maximize your investment into the event, but are you actually hurting yourself? Do you know what not to do?

Don't #1: Making Attendees Guess If You're Working

Exhibition events are often crowded and you could easily be lost in a sea of people. Instead of blending in, stand out. Make sure everyone representing your brand is easily identifiable as a distinct part of your company. Depending on your corporate environment, your team members could wear polo or button down shirts with your company logo. For a more casual event, choose khaki pants, or dress up your look with a nice pair of black slacks. A suit is nice, but you want to stand out as a brand ambassador -- not become one of the crowd.

Working Your Company's Trade Show Displays: What Not To Do

Don't #2: Staying Behind Your Own Trade Show Displays

Too many companies have the attitude that customers at an exhibit will come to them. They stay chained to their trade show exhibit and never leave. This strategy is a fine one, but these companies are missing out on a unique opportunity to mingle with attendees.

Walk about and invite people to your booth personally. Take turns with other employees from your company so attendees can see a familiar face when they stop by your trade show booths. Doing this will create a personal connection that can turn potential customers into paying customers.

Don't #3: Simply Collecting And Handing Out Business Cards At Your Trade Show Exhibit

Many companies make it their goal to capture as many leads as possible, without qualifying them. Sure, walking out with a stack of 200 business cards feels great, but is it a good strategy? The answer is almost always no! Instead, take the time to qualify 5-10 solid leads and take notes so you remember each conversation you have. You'll find you'll leave the event with an almost guaranteed sale and you won't need to waste your time afterwards sifting through fruitless lead after fruitless lead.

Don't #4: Bad Mouthing The Competition

Bad mouthing the competition is one of the worst things a company can do. No one wants to hear how awful another business is - especially if they're current customers of your competition. Instead, tell them all the great things about your own company. If a potential customer asks point blank what you think of your competition, tell them the truth -- you're there to tell them all the fantastic things going on in your own company. This leaves a lasting impression of integrity and honestly and that's just the impression you want people to have of your business.

Don't #5: Forgetting About Current Customers

Current customers are important too! If you have any local clients, call and invite them personally to your trade show displays. They'll be surprised that you remember them and will be less likely to seek out your competition's trade show booths.

Working trade show booths can be a fun experience, if you're doing everything correctly. Take care to ensure you're not doing everything on the "don't" list and you'll be able to strengthen connections with current customers and turn potential clients into actual clients.