A Cell Phone Company Offers Two Different Monthly Text-Messaging Plans How to Present at Trade Shows, Expos and Events

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How to Present at Trade Shows, Expos and Events

How do you maximize opportunities when exhibiting at trade shows, expos, and industry events?

There is usually a huge cost to book your space, set up your stand and have people at the event, so you want to take advantage of every opportunity.

I was recently asked by the Institute of Chartered Accountants Australia to present a session for presenters at their career evening in Perth, Western Australia. At the event, 33 exhibitors representing the big four and mid-tier accounting firms, mining companies, banks and the tax department will compete for the attention of over 500 final year accountancy students from four tertiary institutions.

Below are 12 tips and a bonus tip I’ve shared with exhibitors. I have adapted these slightly to suit a wider performing audience. Bonus Tip 13 will help you prepare your people look and checklist for your stand.

1. Be clear about the different profiles of people attending

Of these, who do you want to attract? And who doesn’t fit your needs? Work out your qualifying questions in advance.

You don’t want your people to indulge in long discussions with inappropriate visitors, and you don’t want the people you want to attract to walk away because they can’t talk to you.

On the other hand, beware of treating attendees as ‘tire kickers’. Some visitors who don’t have the right profile for your organization can become great word of mouth ambassadors. They’ll tell friends and colleagues at the event, “You really should go and check out XYZ. They’re out of our league, but what they offer is right for you and they’re so friendly and helpful.”

2. Think like an attendee

Attendees at a careers expo are likely to be related to your recent graduates. It wasn’t that long ago that they walked in the shoes of their attendees. There are two questions you should think about to help further this process:

1) What did you do when you attended such events?

2) What else do you wish you had done and why?

Now discuss what each of you identified from these two questions; And learn what you can do to help attendees get real value from this event.

3. Your purpose in presenting

Your purpose in performing is to notice, remember, trust and prioritize. By noticed, I mean the observed good side. If you’re still busy working when the first attendees walk in, that’s the bad side of being noticed!

You are at a show and need to be ready and prepared for people who arrive first.

4. What makes you approachable?

Smiling with an open attitude – this will put you at ease and your demeanor and body language will send the right message to the audience.

Readable Name Badge – This lets them know you are a real person and not a company representative.

Appear to be listening – When you listen, others will notice. Your body language is telling attendees, “You’re important.” Attendees want to talk to someone who feels the same way.

Appear smiling with other attendees – this will put people at ease, making it easier for them to approach you.

5. What keeps attendees away?

Is that your attitude? – Sometimes team members are gang-pressed to help out at career events and other trade shows. If they’re thinking, “It’s a waste of time. I have more important things to do than be here,” it will show to attendees. Your thoughts and beliefs drive your body language and tone of voice. People subconsciously choose it.

Sentry Stance – Arms crossed and feet apart, like a bouncer in a night club. It’s a ‘thou shalt not pass’ attitude.

You look like you’re ready to fly – attendees don’t want to feel like they’re being swept away by a bird of prey.

How you hold your brochures or booklets – without even realizing it – can be a barrier that makes you less reachable. Keep your brochures and giveaways. They can create a barrier between you and the audience, especially if you hold them in front of your chest.

Checking your phone – It can be silent on your stand while you talk, text or scroll on your phone. However, the message it sends is ‘I’m busy, don’t interrupt me’. Even from a distance people will notice you and avoid you. Move from your stand or to a curtained off area to make calls and check your phone.

Closed in conversation with other staff – it also gives off a ‘don’t disturb me’ vibe.

When locked in a conversation with a person – it gives an ‘oh oh’ alert. Other attendees will avoid you so they won’t get similar treatment.

6. Opening phrases

‘How are you? can i help you Need some help? Would you like a brochure?’

They encourage answers like “fine”, “good” and “no thanks, looking”, which will get you nowhere and the attendee will leave with your brochure.

Of course some of the attendees may have specific questions for you and start a conversation, which is great.

Good starting questions for you might include:

“What has been useful to you so far?”

“What are you looking to attend today?”

“What brings you here?”

“What is useful for you to learn about us/our product?”

7. How attendees take in information

There are three main ways people take in information:

visual

Audible

Kinesthetic

Attendees are bombarded with sensory stimuli every second they are at your event. Different types of attendees tend to be more biased towards one than others Three factors are involved in perceiving information; And research shows that up to 95% of impressions created are made at the subconscious level.

You need to be aware of this and do everything possible to view it in the most favorable light.

Let’s consider a personal display as an example of visual stimuli. You should probably have a smart, casual image in matching uniforms or T-shirts and be well groomed. In my experience, most exhibitors do this very well… from the ankles. Below the ankles are often forgotten. And it is also sending the message with the students at the career expo. What message does the condition of your footwear convey to them about the precision, professionalism and attention to detail at your company?

8. Your intention in answering the question

When you answer the attendance question, you have three goals to reach:

1) To answer concisely and precisely

2) Making your answer easy for the audience to understand

3) Making the person feel good about asking the question

It’s this third goal that most people rarely think about.

However, it is crucial to make the attendee feel comfortable with you. Many attendees worry about asking ‘dumb’ questions and as a result don’t really open up and share their doubts and concerns with you. When you make them feel good they feel more confident and are more likely to share their real problems. For example, you can say, “I’m glad you asked,” “That’s a good question,” “That’s interesting, I wasn’t asked that today.”

9. Identify a common point of interest

The initial conversation is establishing common ground. Ask open-ended questions that are likely to identify a connection, then share insight about them. For example at a careers expo it might be – “I never realized until I started working here…”

Compare your ‘Common Point of Interest’ (CPI) to the person. This is not a standard point. You may have three or four alternative insights that you can choose from. These are things that give them a behind-the-scenes glimpse of what it’s like to work for an organization like yours.

10. What’s next for you? strategy

After identifying suitable candidates, be clear about what you want them to do and what you will do. Have clearly formulated and agreed action statements to guide them to the next step.

For example, “Based on what you said I need to get your details and…” or “Have you registered for us… yet? Here’s what you need to do.”

11. Engaging with multiple attendees when one-on-one is not possible

Most of us feel more confident when directing our comments and attention to one person. This is not always possible at an event like a career expo. Here are some suggestions:

Do not focus entirely on one member of the group

Use inclusive body language

After identifying the first person direct a comment or question to others eg “Good question, is there anything else here that might be of interest?”

Ask (then address) a specific qualifying question of the group and gauge the response of various attendees. Aim your next comments at those you are with. That way, some may drop out and be replaced by other interested attendees.

12. Breaking away from people who corner you

Use active listening techniques to get them to the point. After confirming understanding, “I’d better not dominate your time here, I’m sure you have others to check out. By all means come back if you have any questions.”

Have the rescue code identified with your co-workers. Although everyone was involved with the other attendees, “Are there any of our D3 flyers?” You can call that. It’s like “Help, somebody save me quick!” The code can be Then a colleague might say, “Sorry, I think we’re out of D3 flyers, but there’s an attendee here who’s asking a question about your area of ​​expertise. Can you join us for a moment?”

If you have to go over inappropriate candidates, do it tactfully without offending them. Instead of saying, “No, you don’t qualify because your grades aren’t good enough,” phrase it like, “Given your grades…” and not a blunt statement of your criteria along the lines of “you should be considered.” Must…” The phrase “our current criteria for selection…” implies that there may be opportunities for this attendee at some point in the future. As we all know, some people are late bloomers and should not be underestimated when they are not needed.

The above tips are written for a short career evening. Many of the events you’ll be exhibiting at are long, from field days at regional expos to two- or three-day exhibitions. Here’s an important tip for these long events.

13. Bonus tip: Prepare a checklist for your people and your stand’s presentation

Wear smart, comfortable footwear every day. If you have ill-fitting footwear, your feet and back will soon ache and you’ll spend more time sitting. It makes you seem less welcoming and approachable – unless you’re sitting with attendees.

This stand should be 35, 65 and 95% presentable through the event as at the start. Your most valuable client may come in at any time and they will judge you based on what they see.

Check your display and promotional materials regularly and make sure they look ‘picture perfect’.

Dirty coffee cups should be kept out of sight. It’s amazing how they can detract from the professionalism of your stand.

Do not eat at your stand.

These are just a few points to include in your checklist. Go over it before each event and seek input from all team members involved in the presentation. Your reputation is at stake, making this a priceless exercise.

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