To ensure and strengthen the professionality, image, awareness and seriousness of the exhibiting company to visitors, personnel behaviour is crucial. It is important that all the personnel that are present at the stand follow the behavioural tips below:
Be polite: the courtesy builds goodwill with the client so that he feels confident with you
Take initiative: a salesperson with initiative always search for new ideas to make the products more selling
Show enthusiasm: enthusiasm gives contagious results. Remember to show enthusiasm for the company and the products. The way one expresses himself can greatly influence the perceptions of the visitors.
Take care of the appearance: the way one dresses himself is important. It can project an homogeneous image of the personnel at the stand (uniforms for the hostesses, corporate ties for the salespersons and white or blue overalls for technicians)
Know your competition: Obtain maximum information possible (products, prices, payment conditions, etc..)
Be available and interested: It is necessary to show interest and commitment towards the visitors
Be on constant alert: the opportunities or threats can be present in any moment during the trade fair
Receive the visitors with a smile
Show demonstrations: This should not be considered as only simple ways to attract the public, but also as powerful arguments for sales/ If you can demonstrate a product, do so, and if you can get the visitor to take part, even better
Be seated in absence from the visitors: This can give the impression of the lack of interest or not to be disturbed
Read in the stand: This gives the sensation that you are occupied. Visitors will not interrupt your reading.
Ignore the visitor: Pretending not to see a client shows inconsideration. No one likes to be ignored. If you are talking to a colleague of the person from the stand next to yours, stop the conversation and attend to the visitor immediately
Give out the brochures generously: the majority of them will end up in the waste paper basket already as the visitors have not been qualified before
Underestimate the visitor: do not rely on appearance. You can be unpleasantly surprised.
Form group: of subliminal importance, you can run the risk of distancing the visitors that feels uncomfortable among a group of strangers
Be too aggressive: you can "scare" a potential client away
Contributed by: Fernando Le Monnier, our trade fairs and exhibition expert