Booth staff behavior can influence on the desire to visit the booth, the impression of the company and purchase decision. It is known that if a consumer does not see the fundamental differences in the products, he just buys the one that he liked more. Here are the rules of conduct and work ethic at a booth that allow comparing favorably against those who do not keep them.
What you SHOULDN’T DO at your booth:
1) Behave passively. First of all, sprawl about on your chair, stretching your legs or propping your head on your hand; lean your elbows on information stands and exhibits; lean against the walls of booth, touch up a makeup, yawn. And broadly speaking, it is dangerous to give the impression that you have nothing to do!
Put itself it attendees’ place who walk down the aisle and see idleness and boredom at your booth. What ideas can they have about it?
Why do they have time to be bored and relaxed? Why does nobody come to their booth? Is there nothing interesting? Are the products they represent not wanted? Why would I want something that nobody else is interested it? Maybe it’s better to look for something more popular?
It is noticed that interest of other attendees to the stand attracts other visitors. Business activities, negotiations at the stand show the relevance of the company and products that it represents. Therefore, attendees are more willing to visit booths that are already visited by other people.
Attendees do not like to go first at the empty booths. Absence of visitors and bored booth staff give the impression that company’s business is on the down-grade.
Note. It is clear that to be on the feet for several days is extremely tedious. Where and when you can sit down? To seat an attendee at a bargaining table and to give your feet a break with that is the best option. You can sit in spaces of the booth that is not seen (in the back room or a closed negotiating room) or outside the booth (at the exhibition center area). As an exception, you can sit on a bar chair at the information desk at the front line of the booth (chair should be exactly a bar chair to let eyes of stand-attendant and visitors be at the same level).
2) Demonstrate being busy: read (books, brochures, to flip through magazines), talk on phone (turn your cell-phone ringer to “silent” or “vibrate”), write text messages, work with computer or tablet (especially play games).
Trade show attendees may find that it is inconvenient to disturb a person who is plunged into work and show with all appearance that he/she is busy.
Note. You can walk around your booth, sit half-turned to aisles, pretend that you study a booklet, lay out catalogues, write in a notebook, and search something in a laptop or cell-phone. Using the reactive model of behavior you do it on purpose. It gives the visitor an opportunity to get closer to the stand, product samples or informational rack, without inner tension.
However it is necessary to emphasize that we are talking only about pretending that you are busy with something (but not so seriously that you can not be disturbed), while peripheral vision must be constantly on and actively monitor the actions of attendees.
3) Ignore attendees: not notice visitors who walk up the booth, make visitors wait, “hide” from them.
Incomm Research studies showed that 58% of attendees do not wait for the company’s representative at the stand for more than one minute.
Trade show booth is not a self-service store. If a visitor is interested, it is necessary to react!
People by their nature are cautious; many of them hesitate to take the initiative to act. There is often an invisible barrier between the booth staff and visitors, when everyone waits while other makes contact first. Obviously, in such a situation, the initiative must come from the stand staff.
4) Demonstrate indifference, unwillingness to communicate, talk rudely to visitors (regardless of appearance, age and sex) show disrespect in other ways.
From the way they are looked at, facial expression they are came to, how they talked to and answered questions, visitors understand how they are treated – they are wanted to meet or gotten rid. If visitors think that was treated coldly, carelessly or roughly, it they will automatically draw the conclusion that in the future they will be treated the same way.
Even the shortest contact effects emotionally on visitors. When visitors feel that they are not interested in, they tend to show the same respond. It is advantageous to show a sincere interest in the consumers. When you have a keen interest in your visitors, they start to show greater sympathy for you. And, as it was said before, with other things being equal, consumers buy from companies they like more.
5) Demonstrate a tiredness (apathy, fatigue etc.). No matter what mood you are in or how tired you are, attendees should not notice this.
Harry J. Friedman in his book «No Thanks, I’m Just Looking» notes that one can not demand sympathy for your personal problems from customers. If you do not hide the fact that you have troubles or you are in a bad mood, it will create a negative impression about you and your company. Ability to work despite the problems was always the distinguishing feature of professional.
6) Stand you back to aisles. Do not turn your back to attendees, it demonstrates an unwillingness to communicate and, according to statistics, twice reduces probability that a visitor will appeal to you with a question.
7) Stand, blocking aisles to a booth. Pose “a nightclub security guard” – hands crossed on a chest, severe look – alienate visitors.
8) Pair. When visitors see the company’s employees at a distance of about half a meter from each other, they usually do not dare to appeal to them, assuming that there is a kind of private conversation.
9) Gather in groups. From the psychological point of view it is known that the larger the group of people (especially strangers), the more difficult to a single attendee to talk to them.
10) Focus on single attendees. When you are stared by few booth employees at the same time, you feel uncomfortable, want to escape from the press of such intent attention.
11) Sort out relationship with each other. Being in visible space of the stand, do not turn on your caps lock voice with colleagues or inferiors (personally or on phone). In visitors’ presence you shouldn’t correct or tell off the booth staff. The conflict between the staff at a booth can make a negative impression on the visitors.
12) Distract colleagues from work with the visitor. If a colleague is busy at negotiations with a client, try not to disturb him, because diverting your colleague, you distract the client. If you still need to appeal to your colleague, apologize to the visitor before talk to him/her.
13) Eat and drink beverages. Potential clients may decide not to disturb seeing you are busy with such a delicate task. Is difficult to articulate with full mouth, not saying that talking to someone and chewing – it is simply a bad form.
Your attendees can not see you eating, that’s why it is better to do it somewhere outside your booth. Go out for a lunch alternately for 30-40 minutes (preferably by one, but in any case not the whole group).
But you should have some treats for your consumers. In fact, to have a cup of coffee with your visitor is not a problem. Just make sure that all potential customers will get your attention and going to coffee breaks you will not miss them and do not give them to your competitors.
14) Ceate disorder or mess at the workplace. It is necessary to hide everything, that does not relate to the assortment of your company (extension electro-leads, wires.), and also informative materials from competitors or other companies. The clothing of employees must not get in sign of visitors, and there must be an order on tables.