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Weekly Email Series

For over 35 years, I have exhibited at hundreds of consumer trade shows and other events. Moreover, in the past decade, I have launched and expanded my own events whilst continuing to exhibit in my events along with others. This email series is my means of giving back what I have acquired through observation, firsthand experience, trial and error, and interviews with industry sources and hundreds of exhibitors.  —Frank

Body Language

What message is your booth staff sending to attendees?

To drive up engagement, lead generation and sales, your booth staff has to be sending the right message— beginning with their bodies. Humans are hard-wired to quickly determine if a person is a friend or a foe. It amazes me to see exhibitors design in barricades between their booth staff and the show attendees. The whole purpose of a trade show is to put you face-to-face with a qualified audience of prospective buyers and/or users of your product or service. Why on earth would you then make it difficult for that connection to be made?

The best practices of skilled booth staff make it easier for them to make a quick connection with attendees with as many senses as possible including sight, sound and touch.

What are these best body language practices?

The most fundamental practices involve making eye contact and smiling.  If your resting face is a scowl, then you need to practice smiling when there’s nothing notable to smile about. A truly happy smile can make all the difference. The greatest smile is wasted if you don’t encourage someone to look at it. So, practice getting people to focus on you by making direct eye contact with them. These two skills coupled together will open many doors. You don’t have to have perfect teeth, although picking out the spinach is great idea, but you have to communicate happiness.

Another key point about smiles and eye contact is that they are both visual tools. They work at a long distance from any angle and move at the speed of light. As long at the prospect can see your face, then you’ve got a shot at generating the connection you’re looking to make. Even just a quick glimpse of you communicates whether you’re approachable or not.

Once you get their attention, use an auditory tool. Your voice and word selections can continue to send a positive message and deepen the connection. Start a conversation with an open ended question or statement that generates thoughtful consideration on their part related to your product or service.

When they are close enough, offer a piece of literature plus a firm welcoming handshake. Invite them into your space to discuss how you might be able to help them or someone close to them.

Additional Tips:
• Stand and deliver. If you must sit, use a bar stool. Not a low chair.
• Seeing “eye-to-eye” to get your prospect into an agreeable state is far more difficult if you’re sitting down low while they are standing.
• Don’t wear eyewear or hats that limit the view of your eyes.
• Standing enables you to be mobile within your booth space without the delay of standing up.
• The only good reason to have low seating in your booth is if you need a “closing  table” setup so prospects are more comfortable.
• If you’re going to have to stand every time you engage, you will find it less tiresome to just remain standing.
• Use a memory foam mat or padded booth carpeting to increase your standing stamina.
• Brain activity increases while standing. Why put yourself at a mental disadvantage?
• Staying on your feet, smiling, making eye contact and offering a verbal and physical connection will generate more leads and sales. Period.


 
Questions or Comments about Body Language