I grew up attending trade shows with my mother, a small business owner who always courted the big dogs. Whether she was working a booth at a local show or pressing palms at national markets, my mother has always been a quietly gigantic character who can combine professionalism with a personal touch.
Here are a few "Tricks of the Trades" to help you separate yourself from the crowd:
- Build Connections: No matter which side of the table you're on, business is about relationships. Find out what the other party wants to get out of the trade show -- selling? Networking? New product lines? An industry pulse? When you identify your commonalities you build a bridge. When that person remembers the trade show, they'll remember you.
- Stimulate the Senses: Appearance is everything. Look good. If you're working a booth, brew coffee and bring cookies. And bring out the displays! Make it gorgeous, whether you're selling carburetors or cast iron skillets. If you're attending a show and wandering among other people's booths, carry your own business cards, fliers, even samples. Give people some tactile, sensory element that will stick with them.
- Don't Draw Lines: Whether physically or in conversation, be open and welcoming. Angle tables so that people feel comfortable walking into a physical space. Circle chairs instead of creating ranks of lines no one wants to cross. Reach out to shake hands and draw people into your space with a smile, whether you're wandering or camping out at at a booth.
Need more? Check out Midland Displays' Trade Show page for some industry insider tips and tricks. Not everybody is lucky enough to grow up with a pro -- but you can still act like it. For a glimpse at the family business that started my fascination with marketing, packaging, and networking, you can check out The Kitchen Connection's website or follow her on Facebook.
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