This story appears in the
December 2005 issue of
Entrepreneur.
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Manning your business's trade-show booth for the first time
is an exciting opportunity. But Linda Rodriguez, founder of
My First
Trade Show LLC, a Miami Beach, Florida, company that provides
trade-show training to small businesses, says first-timers often
make the following mistakes:
1. Not preparing for hidden costs: Trade-show newbies
often don't know about required amenities like electricity,
carpeting and so on for their booths. Make sure you know all the
costs upfront-ask organizers what's provided and what companies
have to procure themselves.
2. Spending too much money on the display: For your first
trade show, says Rodriguez, buy conservatively. "Even if you
have a very basic booth, you can make [up for it] with your booth
staff," she says.
3. Improper preparation of booth staff: Everyone should
be knowledgeable about the product or service and be able to answer
questions-no relaxing with food or long cell phone conversations
allowed. According to Rodriguez, "[It's about] focusing on
the customers and engaging them."
4. Asking the wrong questions: Don't waste time
asking passersby questions like: How are you doing? How's the
show going? Instead, go for open-ended questions like: Why did you
stop at my booth? What about the exhibit caught your eye? What are
you looking for in a specific product? Take notes on lead
cards.
5. Not setting goals ahead of time: Define exactly what
you want to accomplish with this trade show-100 hot leads, five
press appointments and so on. After, evaluate whether or not you
hit those goals and what you can do better next time.