1) Lousy location
Like it or not, sometime business is a zero-sum game. If one exhibitor to get a good location, it means three exhibitors lost the opportunity to have that spot. The trade show organizer is running business too, they want to make as much money as possible from the exhibition, and they want to rent out every single meter of the exhibition space. You may missed a good spot (it happens, do not be too hard on yourself), but you need to make sure you get what it is worth. If you do not have a good spot, or a good price, do yourself a favor: do not exhibit.2) Sloppy first impression
There will be a lot of people who do not know you. Don’t flatter yourself. If everybody knows you, you do not even need to exhibit in a trade show. If you have no trace of visual significance (read: plain booth), why would people spare their precious time to stop by on your insignificant booth? Give them a reason to approach you, be outstanding (or at least appear to be).3) Unclear image or message
In one glance, people should get a good feel of “what do you do”. Not everyone is the tradeshow is an extrovert. Especially in an exhibition, approaching a stranger who wants to take your money is never a favorable move to take. So, if your messaging is not clear, and not outstanding, your prospects will take it that you are not relevant to them, walk over, and you lost a $100,000 potential business.4) Needy boyfriend syndrome
Sometime people think that since they have rent a booth they need to make the best out of it. So you stand on the outside, throwing fake smiles to random people, wasting your precious energy. Yes, you need to appear friendly and be approachable, but when you are tired, you cannot do so. Keep your energy to what matters: convince a prospect when they are ready to be sold.If people are not interested in your business, that is probably they do not see the needs, and most of the time you cannot convince them if they are not interested. I have not heard a corn farmer buys a camel on impulse. A tractor perhaps. A fertilizer likely. A camel? Keep your hope smaller than it hump (oops. pun.). Be cool. Stay in your booth, sit down, attend to your inbox, but be attentive and approachable. Like they say in dating: no respectable lady likes a needy boyfriend.
5) Bitchy girlfriend syndrome
The other is the opposite: ignoring visitors who stopped by on your booth. Who do you think you are? You want their money, so move that butt off. The fact that they are stopping by on your booth is a sign that there are something that interest them. Whatever it is, it is your job to find out. No decent man likes a bitchy girlfriend.6) “Me, me, me”
If you approach a visitor and tell them a long paragraph of who you are, what you do, or about your grandmother (no difference really), you are either starting on the wrong foot, or shooting yourself on the foot. Keep your foot out of your mouth, and start with with what matters: the prospect. It is not about you, and it will never be. If you think you are more important than your prospects, you are in the wrong line of business. The queue for political candidacy is down the block, over the bridge, and under the water. Now scram. Don’t pollute the professional line of Sales and Marketing with that attitude.Start by asking them what business they are in, what products or service are they providing, and so on. Only after you understand their business or their potential needs, you should talk about what you can do for them to help with with their business.
7) Purposeless giveaways
There is thing that I cannot stand in a trade show: purposeless gift. A pen or sticky pad are probably the most common giveaways, with a reason given that “it will be useful because everybody needs to write”. I hate the pretentiousness. The real, unspoken reason behind it is “because it is cheap”, and the truth being “because I am too dull to think of something better”. In case you have not noticed: Time has changed. People type, they don’t write. Just look at the quality of the average handwriting of professionals these days. They are more horrifying than a horror movie these days.If something does not have a purpose, they are meaningless, they are not special, and so are you. Hey, it can be a pen, but ask yourselves “what makes if it is special?” Is it erasable? Can It shoot laser pointer to help them with their presentation? Can it be used as a stylus for their tablet or smartphone? Does it work as a taser for self-protection? Does it double up as a breathalyzer that help you to check your alcohol level to check if you are the legal to drive? Does it vibrate? (I let you figure out the needs). If you cannot make it special, don’t waste your money. That pen will end up in a trash bin after a week. Your prospects have a ton of pens that will last their lifetime, and they do not love your brand, they barely know you. Spare the environment. The resources to make that pen can be made into something else.
Need creative idea for corporate gift? Talk to me. (Don't worry. I am not selling corporate gifts to you).
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