When new shiny objects take center stage does it matter
how well trade show exhibitors behave? Did
exhibitors at the 2014 Consumer Electronics Show, one of the largest
shows in the world, make the same old exhibiting mistakes they commit at
every show they attend?
According to an infographic of CES
2014 by Numbers, the social buzz from this mammoth show reached the
equivalent of 40 percent of the world’s population – quite impressive to
say the least. But how impressive were the more than 3,000 exhibitors?
Did attendees walk away from the booths they visited wowed by people
rather than shiny new objects?
Chances are that many of the exhibitors were less than
well-prepared for their extremely stressful and demanding time on the
Wander the show floor at any major event and you are sure
to come across numerous exhibitors who don’t have any idea of the right
way to connect with their booth visitors, or precisely what they should
be doing to optimize their show investment.
Regrettably, a lot of the giants in the industry are
amongst the worst offenders. Company sales reps, and managers often
stand about chitchatting with their co-workers, completely
disregarding booth visitors. Alternatively, when they do
interact, they’re more concerned about giving their sales spiel rather
than taking time to ask questions to uncover exactly what their visitor
is interested in.
This just shows an apparent lack
as well as the basics
smart exhibitors must have to take full advantage of their time on
the trade show floor. Effective trade
show selling relies, not
just on innovative products
and services, but most
of all, on
the way booth staffers present them,
and their company.
Working a trade show demands a specific combination of
expertise. Smart, experienced exhibitors recognize they need to ask
questions and listen
to their prospects. People attend shows looking for solutions to
specific business challenges. If you’re more interested in getting your
message out, you’ll never even uncover what’s going on in your
prospect’s environment, much less be in a position to provide a possible
The marketplace is full of competitive new shiny objects,
so if your visitors don’t feel you’re interested in helping them,
they’ll not tolerate bad old trade show exhibiting behavior, and just
move on to track down someone who is more customer-centric.
With the new trade show season about to kick into gear, it’s
time to ramp up your exhibiting skills.