Booth staff: what to do and what not to do at the show with Cindy Z and Steve Smedberg
Branding and how to make your booth stand out at the show with Cindy Z
5 Steps to Turn Cold Conversations into Sales Opportunities
After going to more than 200 trade shows over the years, and across all of those shows, a truth I’ve come to know is that the most successful exhibitors are not necessarily the ones with the flashiest booths – they’re the ones who know how to genuinely connect with booth visitors and make them feel valued.
So today, I want to make it easier for you and your staff to engage with the people who come and visit you at a show. That way, you feel confident and comfortable talking with prospects. And they want to take next steps toward buying from you or working with you, which means you hit your goals.
Does that sound good? Let’s make sure your next show is a total win!
The topics you’ll find out about in this post are:
- The purpose – for you and show attendees
- Conversation starters
- A way to reframe “I don’t want to bug them”
- How your body language comes across
- What to say when you don’t know what to say
- Bonus tips and tricks
What’s in It for Them?
So first, think about this question… What’s your purpose for being at the show when you’re on the booth? Different people will have different goals, right? Yours might be slightly different than your boss’s purpose for being there, even though you’re both aiming to make more sales.
In general, you want to engage with people, be friendly, and connect with them. And then secondly, if you can get a little bit of info from them, that would be really great, right?
Next question: Why are people coming to your booth? Because your purpose for being at the show and their purpose for being at the show are different. You’ve got your goals, the stuff you want to get done. What about them? What do you think are the top reasons that they show up?
Maybe they want to know what’s new. See the latest and greatest, right? At trade shows I’ve worked on, we would always put a graphic up that would say, “What’s new?” And then list the top new things.
This does 2 things for you. First, somebody can walk up and read it. And second, as a booth staff member, if I got nervous or just wasn’t sure what to say next, I could always point to it. And if there were a bunch of things on there, I could gauge what the person I’m talking with is interested in and bring out the 1 or 2 key points for them. So a sign like that is super helpful.
Getting back to the purpose of being there, the idea you want to always keep in mind is: What’s in it for me (WIIFM)? I don’t mean me – I mean the people who are coming to see you… What’s in it for them?
This may be obvious, but that said, whenever we’re doing any communication, marketing, or any business, it’s super important to know what they care about.
Let’s say one of your goals is to scan their badge. So create a plan of what you need to do to support that… Do you have badge scanners at your stations? And is everyone trained on how to use these specific badge scanners?
So you could approach people and simply ask if you can scan their badge. But you might be able to keep the conversation going and meet your second goal of getting a little bit more info by asking a qualifying question.
How to Get the Conversation Started
Your qualifying question should get at WIIFM, so maybe, “Hey, can I ask, what’s your top need right now?” And then offer a few examples. If they respond with a need that you offer a product or service around, boom! You got your conversation started because you can say, “Oh gotcha, if you scan your badge right here, you’ll get a report on that topic that can save you some time.”
Notice I’m saying “you” as much as possible, and I’m trying not to say I or me. Of course, sometimes we have to say I or me or us because it just fits in the conversation. As much as possible, say you and your. “Oh, that is so interesting because you’ve got the chance to get this free guide, and you can go meet my colleague over here and they can help you with that challenge you’re having.”
In advance, write down a couple of questions so you feel really, really comfortable with something to say right when you’re kicking off. It might sound like something as simple as, “Hey, how’s it going?” Or “have you seen anything here that’s new or been to any sessions that surprised you?”
I have worked at a lot of shows where people don’t feel like talking to me, but they need some info or they have a problem you can help solve. Once we start talking, they realize, “Oh, actually, that’s super helpful.” But cut to the chase if they don’t seem to want small talk.
You’re There to Serve
Have you ever had this thought when you’re working at a trade show booth? “I don’t want to bug that person.”
They’re just standing there reading a sign, or whatever. And you don’t want to be a pest, right?
You are not bugging people. You might think you are, but it’s important that you let it sink in that you’re not bugging them! You’re being of service. We’re being of service when we go up and say hello to somebody.
One thing that’s fun to think about is that thought of giving versus taking. When we’re talking to someone at a show, if we say, “Can I scan your badge?” I feel like I’m taking their info, but what can I give them instead? Can I come from a place of giving? How about… “Oh, can I scan your badge because there are some great resources that solve problems like the one you mentioned?”
So be on the lookout for ways that you can be giving and not just taking.
Body Language
Your body language is worth a thousand words! If you’re on your phone, it doesn’t send a good message. You want to signal that you’re open and the person in front of you is most important at that moment. And you want to be perceived as being really welcoming.
When you’re working on the booth, how would you rate your enthusiasm? 1 means you’re asleep on the booth, and 10 means: Yes, I’m present and here to help people.
Obviously, we don’t want to be a 1, falling asleep on the booth. Try to get your enthusiasm up because we want to be as approachable, smiling, and friendly as possible. How do you present? Do you look open?
Here’s a tricky scenario you may have faced at a trade show… When you’re talking to somebody at the booth, if you look down to type on your phone, you’ve just lost that relationship. They think you’re not paying attention, right?
So it’s a little tricky. Depending on how slammed you are at the show, if you can wait until they walk away and then note what they’re interested in, that’s good because you want to keep the conversation flowing.
And I find that if I’m writing with old school paper and a pen, I can actually quickly jot stuff down. But I know for myself, if I’m typing, I lose the relationship with the person I’ve been building at that point.
When You Don’t Know What to Say
Sometimes scenarios come up like, “I don’t know what to say,” or “I’m worried I’m going to get a question I don’t know the answer to.” If that happens to you, just remember that people are more interested in how you make them feel.
People remember how you make them feel more than what you say.
See the above section “How to Get the Conversation Started” and be sure to have your 2-3 questions prepped that you can ask anyone.
They’re not going to remember every single word. Of course your words are important, but it can be good to keep in mind when you have moments of “What do I say now?!” Remember you want to say something that makes them feel good. Compliment them, ask about a recent project, or see what they have coming up next.
When it’s time for the conversation to end, you want them to leave on a positive note. “Bye, have a great day!” “Feel free to come back! If you have any questions, I can help you.” “Come back for a coffee anytime! We’d love to see you.” That’s a really nice way to close it.
Extras
And here are a few more tips and tricks to put your best foot forward at the booth:
- Don’t buy new shoes the week before the event. Wear something that you can stand on for 24 hours straight. A friend of mine always brings an extra pair and stashes them in the back at the event and then switches them throughout the day, which is brilliant.
- Do you have mints on hand for all the booth staff? It’s a nice idea to have breath mints for everybody because you want all the staff to be minty fresh. And maybe hand sanitizer too!
- Plan for breaks throughout the day and use a buddy system if you need to.
- Keep food and water and snacks on the booth for the staff and make sure you are drinking enough water.
Want to make trade show marketing – before, during, and after the event – a snap? The Kokoro Trade Show Promo and Follow Up System uses personalized marketing automation to spark and then continue the valuable conversations on the trade show floor.
Find out more about what we offer to make your trade show easy and successful by booking a quick call with me.