Observations from Tradeshow Hell

Okay, a few uncouth things that were observed at last week's tradeshow event.

Text messaging. One to many exhibitor reps were witnessed playing with their cell phones, Treos and other high-tech toys. Not every once in awhile. Constantly. I'm sure there was the occasional call or text message that was business related and warranted immediate attention. But, come on! When a rep is constantly distracted, they are not engaging their target audience. Unfortunately, this seems to be a generationally thing. Let's learn to put the gadgets away, and attend to the business at hand.

Loitering. It's inevitable, and we're all guilty of it. You get a little bored, and the next thing you know you're standing in a circle with your co-workers chatting it up. It happens. However, I noticed more than a few booth gossip sessions carrying on for prolonged periods of time. All the while, prospects are lingering around the catalogs and brochures unattended. Not good at all. While conversation is a great thing, we have to remember exactly who it is we're there to converse with in the first place.

Not listening. Active conversation is meant to be a two-way street. Don't become so tied up in your script or pitch that you forget to listen to your prospect. Tradeshows are alot like first dates. If only one person is talking (that one person being you), then it becomes a bit awkward. Ask questions. Elicit feedback. Allow the conversation to bloom. You'd be surprised at what you might learn.

For example, your pitch for product X may tout the fact that it's cost-effective. However, after actively engaging multiple prospects at a tradeshow, you discover that ease-of-use is really what they're after. Now you can alter your script. Not only is product X easier to use, it's also cost-effective. By actively listening, you have been able to fine-tune your pitch.

Wimpy handshakes. A personal pet peeve. I loathe-detest-hate wimpy handshakes. I might as well shake hands with a limp rag. There is no excuse for this. A grip of steel is not necessary -- it is not a strength contest -- but a bit of firmness would be appreciated. There is something inherently disrespectful about a weak handshake. It sends the message, "I'm less-than-enthused about meeting you." Again, not a good thing. Especially, if you're shaking hands with a prospect.

Hopefully, with a little work and attention to detail, we can make exhibiting (and attending) tradeshows more productive.