The last thing you want to do is to put off prepping your booth staff – but it does happen. There are blackouts, storms, the World Series, or just not enough time. Whatever … take ten minutes and key in on three topics and with a little co-operation everyone in your space will represent your company winningly. Tradeshows require concentration, great listening skills, and a friendly and knowledgeable staff – the urge to use the hard sell just does not work.

Listen. Interaction with the prospect is the key. Over-pitching and not giving anyone else a moment to ask a question or make a comment is terrible. You have trapped the prospect and they will fight their way out. Slow down, listen – if you are doing more than 50% of the talking you are in trouble.

Be honest. No one knows everything about anything – remember that. Do not allow yourself to get trapped into answering a product or service question with a lie. Tell the truth – so what if you do not have the answer on the tip of your tongue – and then offer to get the answer and reply within a certain time period. And don’t lie about that either – if it is going to take three days, do not tell them you will have an answer tomorrow.
Pay attention. Recognize whether a prospect is hesitant or interested, by observing his or her’s body language. And, what kind of vibration does your body language send out – are you a back-to-the-aisle, cell-phone-talker, chatting-with-your-fellow-staffers kind of guy? That tells a prospect that you could care less about them.

Last thought – it may be fall and football is in the air – but never tackle or blindside someone in the aisle to capture his or her attention. This technique is a prospect’s worst nightmare and your booth will be avoided like the plague. Like we said the hard sell does not sell well on the tradeshow floor.