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Working a booth at a trade show seems like an art. There are some people who are really good at it. But is this an art? Or can these skills be learned? When I started out in the product management profession, like most people, I too believed that it was an art. However, over time, I have realized that it is something that can be easily learned and with practice can be the art that you are known to be very good at. So, what does this skill entail and how do you get good at it? Here are some things that I have learned.
- Know the audience: Each trade show is different. A banking show is different from a healthcare one. Even within technology – a virtualization show is different from a storage one. It is good to know more about the people who will be attending the show. A show that attracts CEOs and CIOs is very different from the one that attracts more operational technology talent. Knowing who is going to be there at the show can help you prepare to make your pitch in the right way.
- Learn to speak the language: Because people in each of these different areas have their own jargon, being good at trade shows entails being able to learn these different business dialects quickly and being able to speak them. You can learn them by attending sessions and seminars at the events and by speaking with people who work in that space. Prepare in advance and you’ll do great.
- Take strides: Don’t just stand at the booth waiting for people to walk by. Instead, go out into the aisle and say hello to people. Smile at them and wish them. Ask them an innocuous question that may get them to stop. Pay someone a compliment. Get them to notice you and want to talk to you. Don’t be a creep and scare people off. But be approachable, friendly, and encourage connections.
- Have a conversation: Just talking about technology or only about your product turns people off. Instead be folksy and talk about other things. Ask questions about where people are from, what brings them to the conference and hold their attention by listening. They will oblige you by asking you questions about your booth eventually. But make conversation. Don’t push for a sale.
- Know your stuff: Nothing turns people off as much as not getting an answer to a basic question. So, know your product well. You may not have all the answers to all the questions. That is fine. If you don’t know the answer to any question, take the persons contact information down and offer to send him an answer. And if you do make the offer, make sure that you keep to it.
- Be prepared to be rebuffed: Not everyone will stop by, listen to you or reciprocate your best gestures. And that is fine. Don’t be put off, offended or affected by anything. If someone has been having a bad day or is in a vile mood, there is very little that you can do. Don’t let them get to you. Carry on your work with a smile.
These are small tips that I can give you based on my own experiences. I am still learning with every trade show that I attend and hope to add to this list as I learn new things. In the meantime, if you think you have something to tell me about the topic, how about you leave me a quick comment?
Image may be NSFW.
Clik here to view.
Image may be NSFW.Clik here to view.
