Trade Show Etiquette

Iknow that you are used to reading Greg Napert’s publisher’s column at the back of each issue of D.O.M.magazine. I told Greg that he could take the month off because I wanted to write an editorial discussing trade show etiquette. But don’t fret — Greg will be back next month.

As I write this column, the D.O.M.team is getting ready for NBAA2014. If you are attending the show be sure to stop by our booth (4268) and say hi. We would like to hear from you.

Some of you not only attend NBAA and other trade shows, you are tasked with working at your companies’ booths. I wanted to take this opportunity to share some tips for working a trade show.

There is quite an expense to attending a trade show — even more so if your company is exhibiting. You begin with the cost of the booth space rental. This can be very expensive depending on the size of booth you select (and let’s not forget about the cost of renting that $25.00 cardboard garbage can!). Add to this the expenses shipping your booth including the equipment, brochures etc. to the location. And don’t forget all the other factors such as travel costs, travel time, lodging, meals and entertainment. All this has a significant impact to your company’s bottom line.

Here are a few suggestions based on my observations at trade shows over the years:

• Stay off your computers and cell phones while in the booth. Recently, we were next to a booth of three gentlemen from Europe (the cost of their travel must have been high!). Guess what did they did all day during the show. The three of them worked on a computer to finish a project their boss needed — while everyone at the show walked on by their booth. If you need to use your cell phone or computer, step out of your booth and talk or work privately somewhere. You are there to see and work with your customers and potential customers. Don’t miss that opportunity!

• Set up your booth so it is inviting. Make it so that your customers feel welcome to enter your booth. This means not blocking the “entrance” of your booth with a large table. I realize sometimes this is necessary if you have parts or tools to display, but perhaps angle the table to make it more inviting.

• Be aware of your non-verbal communication. Standing at your booth with your arms crossed makes you seem disinterested. In addition, if you are always sitting down, others perceive that you are not interested in talking. A vendor once told me he did not order chairs for his booth because of this. While his decision to not order chairs may seem overboard, be aware how you are presenting yourself. Look like you want to be there — even if you don’t!

• No huddling. What do I mean? I oftentimes walk by a booth where all the employees are gathered in a group talking to each other (no doubt about business — right?). Spread out — be on the lookout for existing or potential customers walking by. After all, this is your time to make new customer contacts, not catch up on office gossip.

• Be aware of personal hygiene. Do I really need to go here? People walking by your booth don’t want to smell your latest lunch or the remnants of last evening’s adult beverages. I’ve smelled better dairy barns in Wisconsin! Use mints or gum — but make sure you don’t chew like one of those dairy cows!

• Make the show work for you!I have a customer that has his booth workers fill out a contact sheet after each conversation with a potential sales lead. Others collect business cards. Either way, make sure you follow up on your leads in a timely manner when you return to your office.

•Lastly, DO NOT use your cell phones in the restroom. I don’t care how important you think you are, restrooms are not the place to make or receive a phone call. Everyone can take some time for themselves. I witnessed this at a recent trade show — someone was in a stall talking on his phone as toilets were flushing around him. I can only imagine what the person on the other end must have been thinking! Even worse — when he was done, he asked to be transferred to another person. Everyone in the restroom got quite the laugh at his expense — and deservedly so!

So there you have it. Some observations and suggestions the next time you find yourself at a trade show. Trade shows can be a great opportunity to visit with existing customers and make new customers. Take advantage of this valuable time.

Thanks for reading, and see you at the next show!   – Bob Graf