Attendees come to trade shows and exhibitions full of the idea that exhibitors (i.e. you!) have their full attention on them and them alone.
Use this attitude to your advantage.
Train yourself and your trade show display staff in making simple pitches to attendees; you may have the best product or service but you can still end up losing the sale to a competitor simply because they said it more plainly than you did.
Keep it simple, on topic and to the point!
Don’t be afraid to sell; too often I pass by booths and overhear what I personally call “The Flower Dance”; a member of the booth staff is in discussion with an attendee but instead of talking business they feel reticent in coming forward with their pitch and are asking about kids, the car they drive, vacations, house prices in fact almost anything but the product or service they are there to promote and sell!
Attendees expect to be pitched at so make your pitch for pete’s sake!
Attendees are also full of an ego; like I sad earlier, they come to the show thinking that your attention is going to be on them and them alone so apply a little human psychology and pander to this.
I use free giveaways as a tool to stroke an attendees ego; they feel they are getting something special (and I admit, I do use good high-end promotional gifts) but they are a double edged sword; they are mine to give or not as the case may be; you want my gift Mr or Ms Atendee, then you are going to have to earn my generosity!
I always link my giveaway with a behavior which for me is certainly a meaningful business discussion where I can qualify my prospect and decide whether the lead is worth pursuing or not. Sometimes I give the gift anyway depending on my mood and whether I am looking to create a lighter atmosphere, but for the most part, you want my gift you give me your time and business needs so I can see if I can fulfill them.
It’s that simple!