Now after reading this, you might very well think it’s not necessary. Surely your team knows how to behave at trade shows! My husband read an early draft of this blog post and he said “It sounds like you’re mad at someone.”
The truth? I’ve seen brilliant people unintentionally violate every single one of these simple guidelines. So when I send hotel reservations and event details, I always send at least a few of these guidelines.
Before the event
Make sure you understand all the details (accommodations, parking, getting into the conference, etc.) ahead of time. At best, you’ll be stressed out when you arrive without something you need. At worst, you’ll find yourself without a hotel room!
Use travel time to study If you have a list of attendees, read it on the plane. Ask a booth visitor a question about a paper they recently published, and you’ll have a better conversation than starting with “So what do you do?” This also helps you identify people you genuinely want to meet.
At the show
“Suitcasing”? This refers to people who attend without a booth but try to sell anyway. If you have to suitcase, be polite! Start conversations by asking people why they came to the show and what they’ve learned. Follow up with them later rather than trying to pitch them on the show floor.
Don’t pitch the pitchers Whether or not you’re suitcasing, don’t pitch exhibitors. They are there to meet their customers. Interrupting their flow won’t get you anywhere.
For booth staff Be alert and ready to greet visitors - even if it’s slow and you’d rather be checking your email or football scores. Bonus points for standing up and being ready to greet people — this communicates appropriately that the conversation you might have with them is more important than whatever’s on your phone.
For leaders or management Support your team in keeping the booth well staffed. Multi-tasking booth reps send the wrong message. When you’re in the booth, representing your company is the whoel job.
The booth is a no-fly zone for emails, texts, and other distracting communication. Prioritizing the beeps and buzzes in your pocket sends the wrong signal.
Hungry? Don’t eat or drink while staffing the booth. Water is fine, as is anything you’re serving at the booth. Otherwise, your space looks messy and you look like you’d rather be at lunch.
Don’t chit-chat with each other It’s normal to talk with your co-workers, but don’t let that create a “closed circle.” Stand up, smile, and stay open to passers-by.
Don’t leave early Packing up early or ducking out can cost you real opportunities. Many of the best conversations happen in the last 15 minutes of an event.
Outside the trade show: Even off-site, you’re representing your company. If you’re planning a night out, exercise good judgment. You never know who’s nearby.
Napkins and matchbooks are not a CRM Every day, take a few minutes to empty your pockets and transfer your notes and people’s business cards to whatever system you use to record people and the promises you’ve made to them. You’ll be tired, but future-you will be grateful when you don’t discover a forgotten lead in a backpack next week. Follow up with everyone as soon as you’re home, or at least the next workday.
If you’re on the management team If you’re investing in an event, make sure your sales team has time to follow up. Two shows back-to-back are expensive; failing to follow up makes them infinitely expensive.
It’s harder than it looks
A lot of this seems obvious, but it’s surprisingly tough. It’s physically and mentally exhausting to be on your feet for hours, in “ready” position, resisting your phone, and staying approachable.
After hours, it’s tempting to let down your guard, especially with the receptions and parties. Remember that city hosting a tradeshow becomes a small town. You truly don’t know who’s looking or listening.
Finally
If you show up prepared, stay curious, and treat everyone like the next great connection, your future self (and your sales pipeline) will thank you.