You're a trade show exhibitor, but surely you have occasion to be a trade show visitor. As an attendee, you probably don’t care to be ignored by an exhibitor that has products in which you have an interest. At the other extreme, you don’t want an exhibitor to be all over you, particularly if his product line is of no interest to you.
Keep this in mind when the tables are turned. If someone passing your booth makes it clear that he or she has no need for your product, give them the courtesy of allowing them to proceed unhindered to the exhibits in which they have an interest. Unless you have a very unusual product, it isn’t likely that every attendee will have an interest.
Those that approach your exhibit with a degree of interest should be treated as you would like to be treated if you were in their shoes. In all probability, you would like be able to describe to the exhibitor the problem you want to solve. Then, you would want to know how their product addresses your need.
What you would not want is someone who tells you, rather than asks you, someone who tells you how great their company is. Someone who tells you about all of the whiz-bang features of his product (whether or not these “features” address any of your needs), someone who promises to send you the information you want (but never does).
You may have visitors that are curious about your product, although currently they don’t have a need for it, or don’t think they have. With some skillful questioning, you may uncover a potential application.
As exhibitors, we are taught to be prepared with answers. Equally important, be prepared with questions that will give your visitors the opportunity to tell you about the problems they need to solve.
Discover the do's & don'ts of trade show selling and become a better salesperson at your booth with our step-by-step guide, The New Rules of Tradeshow Sales, download it instantly here.