Trade Show Survival Strategies
By Janet Barclay, MVA
Much has been written about preparing for trade shows where you will be an exhibitor, but since most small business owners will be visiting booths at least as often as they’ll be hosting them, here are a few tips to help you make the most of those occasions. Some are more obvious than others, but sometimes the simplest ideas can be the most useful.
1. Dress for Comfort
You will want to look your best, so dress as you would for any business meeting, but keep in mind that you will be on your feet for a long time, and wear sensible shoes if at all possible. If you are uncomfortable, you may find it hard to engage in conversation with exhibitors and other people attending the event. Similarly, avoid bulky coats that will cause you to get overheated. If the weather dictates that you must wear a coat, look for a cloakroom or other place to leave it so you can move about unencumbered.
2. Travel Light
Avoid bringing anything with you that you don’t need. By the time you’ve walked around for an hour or two, five pounds will feel like fifty, so if you typically carry a large purse, leave it at home and use a small one that holds only the essentials. A shoulder bag will keep your hands free for picking up brochures and other materials, and of course, for shaking hands with people that you meet.
3. Speak to the Exhibitors
Don’t help yourself to giveaways such as pens and other gifts without stopping to talk to the exhibitor. Yes, they brought those items in order to give them away, but they have paid money to be there in order to promote their products or services, so at least stop and say hello. Even if you’re not in the market for what they offer, you may know someone else who is, in the future, if not now. It’s all about growing your network!
On the other hand, if there are a lot of others waiting to speak to the exhibitor, don’t monopolize his or her time, especially if you’re only making casual conversation.
4. Be Prepared to Talk About Your Business
Many exhibitors will ask what you do, so make sure you’ve prepared your 30 second self-introduction, just as you would before going to a regular networking event. Maybe that business doesn’t fit into your target market, but it’s said that every one of us knows 200 people, so you never know where that brief conversation may lead.
5. Think of Others
As you meet new people, think of those you already know who might be good contacts for them. Don’t limit your thinking to potential customers - maybe you know someone who offers a complementary product or service who might be interested in joint venture, or even just a conversation to share ideas. Offer to introduce them - and then do so.
“You can have everything you want in life, just as long as you help enough other people get want they want in life” ~Zig Zigler
Keep the above pointers in mind before heading out to your next trade show, and you’re bound to come away with more great connections, and less strain on your feet!
About the Author
Janet Barclay, Master Virtual Assistant and founder of Organized Assistant, provides administrative assistance and website services to coaches, professional organizers and other small business clients. Learn more about Janet and her business by visiting her website http://www.organizedassistant.com and her blog http://www.janetbarclay.com.
Photo Credit: Dwight Evans
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