Submitted by: Lawrence Reaves

Whether you consciously know it or not, every time you talk to someone there is body language between each of you. If you are exhibiting at a trade show you need to able to get an understanding of people s behavior. Many surveys have taken place about trade show attendees to gain more information about how to treat them. The fact is no one likes being put under pressure to buy something. Trying to get someone to make a decision while standing in your booth can have serious implications as to the way your company is perceived. Ultimately, it can end up with you losing business.

Always put yourself in your visitor s position. Think about the likely pressure you can get put under when you decide to go looking for a replacement car. A salesman that won t leave you alone and keeps trying to talk you into buying the car, when you haven t yet decided, will generally put you off not only the salesman, but also the car company.

When talking to visitors in your booth, remember to listen when they talk. Show interest. Ask them what they are interested. Gets a rapport going between you. Don t glance over their shoulders to see what s happening elsewhere as this will be perceived as being disinterested. Once you ve ascertained what they are looking for, you can provide them with a solution. Finding a solution will result in sales, but not necessarily on the day of the trade show.

Watch a person s body movements. Where they place their hands or how they are standing. Do they appear relaxed and at ease. If you find that after a few minutes the person is only appearing to listen, or is moving away or looking around while you are talking, then it s probably best to politely let them go.

Welcome every person into your booth; the same as if you were asking someone into your home. Keep in mind that they have come to visit your booth; you haven t had to drag them in. You need to make them feel important. Never be controversial, and never argue that you are correct and they are wrong. Even if you know categorically you are correct, keep it to yourself.

You may get people visiting who know very little about the products and services you offer. You will be able to work out their level of knowledge quite quickly, so adjust you conversation to suit. Make things simple as applicable, or if the person obviously is knowledgeable you can raise the level of conversation to suit.

Remember to never ask anything personal as it will immediately give an impression of being nosey. Ask them about their company; give them advice if you can. If you discover that your company isn t able to assist in this instance, don t dismiss them. Try and point them to another company that can. You never know when they will need your services and they will always remember how they were treated.

It s important to try and understand what your visitors are thinking as soon as possible. If you can work this out you are likely to be able to control the direction your conversation goes.

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