Working a trade show is not an easy challenge. You have to get attention, keep it, and create a window of opportunity, amidst a sea of other people trying to do the same thing. You spend a lot of time, energy, and money being represented at these trade shows. Are you making the most of this opportunity?

I don’t do trade shows. I’m a motivational speaker who speaks at lots of these conferences and walks the trade show floor. I see people making the same mistakes, time after time. So I bring a different perspective – the one on the other side of your table.

Put yourself in the customer’s shoes. They are walking into a room full of sales people. How would you feel if you were in their shoes? How would you want to be treated? What would get your attention? Constantly think about the relationship from their perspective.

Get to know them instead of trying to sell them. Selling is about establishing a relationship. You never go on a date and start by listing the features and benefits of what you have to offer.

Have a hook. Maybe it’s chocolate – maybe it’s a cool promo item – maybe it’s a free gift. Have something that will get their attention.

Stand up and stick out. Don’t find ways to be better than the others – find ways to be different from the others. People notice different.

Be real. Don’t be slick. People don’t want to be sold. They want to trust and like you. Be you – at least the sober version anyway.

Compliments go a long way. Give me a canned hello and I will keep my distance – compliment my shoes and I will stay in your booth forever.

Ask questions and listen first. Then provide solutions for their problem.

Make the most of your formal pitch. If you have two minutes in front of the entire group – find a way to do something different from the thirty-nine others in line behind you.

Follow up. Many people lose opportunities because they simply don’t bother to follow up.

Create an atmosphere of laughter and fun. People remember positive emotional experiences. So give them one.

About the Author:

Motivational speaker Kelly Swanson is an award winning author, storyteller and comedian. Kelly teaches audiences how to “Stand Up and Stick Out” in a crowded market – because no one notices normal.