Tradeshow and Exhibit Thoughtleaders
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Susan Friedmann's Articles

When New Shiny Objects Take Center Stage.  Does It Matter
How Well Trade Show Exhibitors Behave?


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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 show floor.

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 of trade show training, as well as the basics smart exhibitors must have to take full advantage of their time on the trade show floorEffective 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 solution.

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.

 

© 2014 by Susan Friedmann