We’ve recently exhibited at a couple of business exhibitions in Bath and Bristol and I suspect that once we’ve followed up all of our leads we’ll conclude that it’s a profitable activity for our Health Insurance brokerage however I’ve been amazed at how badly some people represent themselves.
Here’s our top tips for attending business exhibitions;
- People are shy.
Every visitor and exhibitor is there to achieve some business goal or other and they want to talk to people. Not everybody has the confidence to open conversations so you should do it. Approach everybody.
- Prepare and practise your approach.
We decided to smile sweetly and simply ask people “What do you specialise in?” and “What made you come down here today?”. They’re great conversation starters, listen with interest and if you think your company could use their services then take their details and tell them to get in touch after the exhibition. You’re then able to tell them what you do and see if they’re interested, “We help people to save money on their private medical insurance, what do you have in place?”
- Take good notes.
When you’re back in the office with your folder full of cards I guarantee that you won’t remember anybody. It’ll be a blur. We staple their cards to a sheet of paper and make good notes and then sort the leads into groups for the next action.
- Don’t be dull.
Send happy people to be on your stand. Have you ever walked around an exhibition and noticed how many exhibitors look bored and uninspired. Smile and talk to people!
- You’re at an exhibition and not the office.
Get off your damn phone! Don’t use your blessed laptop!
You’re job is to talk to people so do it. Make contacts stupid!
- Send engaged people to the show.
At one show that we went to, the stand next door set up late and their staff member spent the day looking like she was in a dentist’s waiting room. We got talking to her later in the day to be told it was her last week in the job and she hated her company.
- Work at it.
By the end of the day you should be exhausted. Graft and do more graft. Talk to people don’t wait for them to approach you.
- Don’t sit down until you’re exhausted.
If you’re sitting down they won’t engage with you, be on your feet and keep at it.
- You’re not Santa.
You don’t need to give people stuff, just talk to more and more people.
- The next person you speak to could be your next client.
Don’t prejudge people, chat to everybody.
- Move time-wasters on.
This ain’t no social event so as soon as you’ve qualified that there’s no business benefit to continuing the conversation then end it. Practise your lines “If this was a social event we could talk for hours but as it’s a business event we should both move on”
- Don’t eat.
Sods law is that as soon as you take a bite to eat a new delegate wanders into sight.
- Be memorable.
Nobody but us would wear our orange patterned shirts but everybody comments about them.
- Get there early.
All the other exhibitors want to “warm up” and practise their pitches so before the delegates get in this is your chance to get involved with them.
- Don’t stay on your stand.
If it’s quiet wander around.
- and finally………..follow up.
This one seems obvious but even after giving my details to businesses and telling them we’re interested some people have not contacted me weeks after shows. We phone people and never email. I’ve had a number of impersonal follow up emails generated by some automated system and I’ve deleted them all.
