Trade Show Communications: Are you an 'Opera Singer'?

Trade Show Communications: Are you an 'Opera Singer'?

by Julia O'Connor

I attended a conference and trade show recently and found myself avoiding a gentleman I've known for years. He's a nice-looking man, considered an expert in his niche and a good salesman, but I don't want to do more than wave to him from across the room.

Why? Because he's an opera singer. He's not a basso but a bore. Not a tenor but tedious. Everything he says is about me, me, me. He doesn't listen to my part of the conversation because it always turns back to his accomplishment, his company, his vacation, his dog--whatever. Usually, I can avoid him in a social setting, but it becomes more difficult when he's in the booth at the trade show.

Are you an opera singer, too? Visitors come to a show to see your company, not just you. Check these communications tips before your next show and see where you are on the scale.

DO: Duty. Obligation. Does the conversation turn on your perceived sense of duty? Do you feel obligated to give all the details?

Trade shows are fast paced. They don't afford the time to go into long, drawn-out explanations in the booth. Plan your graphics, handouts, demonstrations and presentations to highlight most of the general questions people will ask. To help a prospect who needs lots of details, move out of the booth, set a time for a follow-up conversation, and know who your experts are to pass the detail-seekers to them.

RE: Relationship Expectations. It's not just what you want to get out of a show. Your company has expectations for sales, marketing, lead generation and return-on-investment. And visitors have expectations as well.

The first question should be, "Why are we doing this show?" Once you understand the goals and objectives, you'll be able to speak confidently. If, for example, you only want to collect cards for leads, be careful not to damage relationships with existing clients by making them feel unimportant. Clients need to believe they have a critical relationship with your company. If you dismiss them as "in the bag," they may seek another supplier who makes them feel more worthwhile. On the other hand, if you focus only on people you already know, your best deal may bypass you. If you appear to be "too busy" or cliquish, visitors who need your firm will find another firm that is more inviting.

MI: Me, I, We. How often do you use those words? An egocentric conversation is a one-way street. You're doing yourself and your firm a disservice when you sound like an opera singer stuck on one note.

Be judicious with "I." Use it when you introduce yourself and then back off. Why? People need to remember the company name. Provide your business card and, if appropriate, ask them to contact you directly. Don't just say "we," use the name of the company. If you have a tagline, use it. It may seem a little awkward at first because you know who you work for, but it gets easier. Trade show visitors will see thousands of signs, be handed thousands of pieces of literature and talk with dozens of people a day. At the end of the show, you want them to remember your firm.

FA: False Attitude. How often do you pretend?

When you don't want to be at an event, it comes through in both body language and your words. If your posture is sloppy, your handshake limp and your conversation a mantra, you won't connect with visitors. Trade shows are short-term assignments that deserve the best behavior and utmost attention--even when the aisles are sparse and you want a nap.

SO: Silent Opportunities. Trade shows are noisy environments. While you're busy talking, be aware of what you're really saying.

Watch the visitor's body language. Any respite you can give to someone who is tired, thirsty or slightly overwhelmed will be appreciated. Offer a bottle of water or a comfy chair for a quick rest. The experience helps brand your firm.

Some visitors will walk the entire show floor looking for the right exhibitors to speak with. They make notes of the exhibit and staff behavior, select the ones they believe fit their criteria, and finally, toward the end of the day or the show, swoop in for the deal. If the same person comes by your booth several times, or stands at a distance in the aisle looking your way, you're in the selection process.

LA: Lazy Attention. Do your eyes wander and your ears close up when talking to strangers?

Some people who have booth duty truly are not comfortable in the exhibit environment. If you feel overwhelmed, break down booth duty to small, manageable tasks. Don't think of hundreds of people coming down the aisle. Concentrate on one person at a time. When you've spoken with 10 people, give yourself a pat on the back. Share duties with other people in the booth so you don't feel "stuck" with one job.

TE: Trade Experience. Depending on the show, you may see total strangers in the aisle or, in smaller and more specialized shows, old friends and clients.

Even strangers may have heard of your company, know an employee or use your product. They have a perceived notion of your company. Your job is to determine subtly if it's favorable, unfavorable or neutral, and direct the conversation to the good side of your firm. Before the show, check the list of clients and prospects who might be at the show. Invite them to stop by your booth for a specific reason. Just being at the show is not a reason, but meeting an expert might be a lure.

DO: Dough Only. Just get the sale and go home. That's the attitude many people have at a trade show, but unless you function in a retail environment where you're expected to write orders on the floor, most shows are marketing opportunities, not a true sales environment.

People are willing to buy, but don't want to be "sold" anything. Focus on value propositions that explain why your product is a better deal than that of your competitor in the next aisle. Saving money isn't the only reason people buy. Other reasons include saving time, lasting longer, delivering faster, offering better credit terms, requiring less paperwork, providing ongoing service or customizing problem solving. Most important is a salesperson who really listens. Potential buyers want to be able to look you in the eye, shake your hand and feel you've earned their trust.

Sing the praises of your company! It really is the company, and not you, that's the focus of conversations at a trade show. 

Julia O'Connor is the principal of Trade Show Training Inc., as well an author and consultant in marketing and trade show communications. She can be contacted at[email protected].