In this episode of the Tradeshow Training Minute, Susan Friedmann, CSP, The Tradeshow Coach, gives you the five keys to exhibit selling — the most important things your people need to be doing on the tradeshow floor.
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Those are some very good tips. I think it’s particularly important that your trade show booth stands out. You cannot do what everyone else is doing, or why would people go to you instead of your competitor? You need some showy arrangement to funnel business to your booth.
Yes, your display is important. It needs to look professional. However, the whole purpose of the booth is to attract the right people, so that you can achieve your marketing objectives. Your booth will never sell. It’s your people who sell their company, products/services, and themselves. They are company ambassadors. They represent everything the company stands for. The display is a micro representation of the macro, i.e. it also represents the entire company, and what that company stands for. As a tradeshow visitor, I may never have any other contact with your company, except the experience I have with you on the show floor. Based on that experience, I will make many judgments (rightly or wrongly), therefore, the experience better be a good one!