How to Make a
Trade Show Booth
Work For YOU by Dean Lindsay
Author of Cracking the Networking CODE
www.deanlindsay.com
214-457-5656
How to Make a Trade Show Booth Work For YOU by Dean Lindsay 1
www.deanlindsay.com 214-457-5656 ©2009

How to Make a Trade Show
Booth Work For YOU
by Dean Lindsay
Author of Cracking the Networking CODE
www.deanlindsay.com
214-457-5656
Working a booth at a trade show can be a powerful way to network, develop new
relationships, reinforce existing relationships, get leads, make some sales and
build name recognition. In other words, it is proven way to progress. The key is
to find ways to encourage visitors to begin building a relationship with you. Here
are 15 sure fire ways to make working a trade show booth work for you.
1. Build rapport by being friendly and non-threatening.
A smile goes a long way in welcoming people to visit your booth.
“Every business is built on friendship.”
-James Cash (J.C.) Penney
2. Ask open-ended questions
Ask questions beginning with who, what, where, when, why or how that stimulate
thought and encourage conversation. Relate questions to the event, industry,
product/service and its benefits, or to a specific situation.
Examples of Stimulating Questions:
What brought you out to the show today?
How could you see using (product/service)?
What concerns do you/your organization have regarding (issue)?
How important is (benefit) in your present situation?
What are your most important needs in (situation)?
How familiar are you with our product/company/service?
Steer clear of commonplace questions, like:
How are you doing today?
Can I help you?
Are you enjoying the show?
How to Make a Trade Show Booth Work For YOU by Dean Lindsay 2
www.deanlindsay.com 214-457-5656 ©2009

3. Create the right first impression.
Stand and be interested in making contact. Don't Sit, Read, Drink, Eat or Smoke
in the booth. These give off a bad first impression that is hard to overcome.
4. Keep the booth looking sharp.
Don't let the booth get disorganized, cluttered and untidy. Throw trash away.
If skirted, the space under the table is a great place to store boxes and stuff.
Many trade shows last weeks. Even if it is a lengthy show don't let your booth
get run down.
5. Wear your corporate logo.
This shows professionalism, teamwork and makes you easily identified with the
booth. Also, when you walk the show you are getting a little extra exposure.
Don’t have quality shirts with your logo on them. Get them. No time? Wear your
professionally made company name tags. Do the trade show, then get some
shirts.
6. Carry and Use Mints (not gum) and avoid drinking alcohol or
eating spicy or garlicky foods during the day.
Bad breath is bad business - so is slurred speech. You do not want to be
remembered as the drunk guy or halitosis girl.
7. Wear Comfortable shoes.
You should be on your feet all day so don't wear new shoes or high heels.
Come 3:45 PM you will be glad you took this advice.
8. Don't leave the booth unattended.
This means you will need to have a team. Trade off so you can take breaks and
roam the show.
9. Don't complain about the show or about being at the show,
don't use inappropriate language or off color humor.
You would be surprised how much I hear people dissing the show, swearing or
cracking a risky joke. Bad form. Bad Business or should I say ‘ No business’.
10. Don't badmouth your competitors.
Badmouthing competitors makes you appear less confident with your
products/services and shines an unnecessary spotlight on the competitor.
Bring up the good stuff about your stuff and leave badmouthing your competitors
to your ecstatic customers.
How to Make a Trade Show Booth Work For YOU by Dean Lindsay 3
www.deanlindsay.com 214-457-5656 ©2009

11. Don’t eat at your booth. Watching you munch on nachos and look
around for a napkin to shake my hand is not offering a positive impression.
That is unless you share – JOKE.
Don’t eat at your booth- Go to someone else’s booth – JOKE.
The need to eat is another reason to find someone you can trust to run you booth
for a couple hours while you roam the show and eat.
12. Get a list of Attendees and contact them.
Send them an invitation to your booth. Make them want to visit your booth. Offer
a giveaway, Announce that you are unveiling something new to the market that
they must know about. Look over the list of attendees for heavy hitters and ask
them personally to visit your booth.
13. Get Business Cards/Contact information.
This is HUGE. This is the reason you are at the show. Ask for cards. Offer your
company's free email newsletter. Don't have one. Get one. Call me. Have a
give away, a contest something. You have to be able to re-contact / market to
these people after the event.
14. Take Notes.
So many people, so little brain space. Write a few words on the back of cards
that will help you remember the person, the conversation or the opportunity. This
will go a long way in making # 13 happen.
15. Follow Up in a Timely Manner.
This is where it so often falls apart. You MUST re-connect with folks you met.
Thank them for visiting your booth. Mention something interesting they shared
with you. Look at your NOTES. Don’t do this three weeks after the show. Do it
the next day. Don't try to hard sell them in the re-contact, just make a
pleasurable second impression and see if there are ways you can serve this
person, even if it is not with your stuff.
Final note on Trade Shows: Make the most of every meal by
prearranging meetings with key people at the show. Trade Shows
are powerful and profitable if you are prepared and know how to work them.
Be Progress.
___________________________________________________________
Cracking the Networking CODE is recommended reading by the United Professional Sales Association and
Profit magazine. \"Perhaps the most powerful way to leverage and multiply your talent and ability is by
expanding your personal and business network. This book shows you how.\"
- Brian Tracy, World Renowned Sales Trainer Author, Getting Rich Your Own Way
Spotlighted as an OUTSTANDING SPEAKER by the International Association of Speakers Bureaus.
Recognized as a ‘Sales-and-Networking Guru’ by the Dallas Business Journal.
Sign up for Dean’s FREE newsletter, The Progress Report, at: www.DeanLindsay.com
How to Make a Trade Show Booth Work For YOU by Dean Lindsay 4
www.deanlindsay.com 214-457-5656 ©2009