Trade Show Tricks for Vendors and Exhibitors: 9 Truths You Should Know and Plan For

Trade shows and conventions are fun, but they can also be a giant pain if you’re unprepared. I’ve seen dozens of vendors flounder at conventions because they assumed that showing up was 99.9% of the job—it isn’t.

The “build it and they’ll come” mentality simply isn’t enough anymore. You have to put yourself out there if you want to seize the interest of attendees, gain new leads, and sell to the audience!

Put procrastination out of your mind and check out these nine convention truths (or as I like to call them, “tricks of the trade show”):

People won’t buy if they get the impression you don’t care.

Attendees are more likely to approach you if you acknowledge their presence. This seems obvious, but a good chunk of exhibitors don’t seem to get it. Don’t just sit there like a lump when people walk up to your booth! It doesn’t matter if you’re in the middle of jotting down your shopping list—take an interest in each visitor. Even if you’re with another customer, take the five seconds to make eye contact and say “I’ll be right with you.” Unless you’re selling the best product ever invented, people won’t buy from you if they get the impression you don’t care.

You’ll scare people away if you start with a sales pitch. This is the opposite of my last point; never initiate the conversation with a long-winded spiel or pushy sales pitch. You won’t gain anything by forcing attendees to hear about your products or services the second they approach! If people seem interested, then take a minute to talk to them and uncover their reasons for seeking out your booth. You have to find the delicate balance between assertive and aggressive.

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