8 guidelines from local consultants to prepare for any expo

There’s more to business expos than collecting free pens and notepads.

Often annual events, expos bring together hundreds of businesses, nonprofits and associations allowing for the opportunity to connect with potential clients and for attendees to get face time with executives.

“There is no gatekeeper at an expo,” said Diana Day, chief business officer for People Centric Consulting LLC. “You don’t have to leave a voicemail or follow up later – you are there and they are there and you connect.”

The Queen City hosts a handful of expos and trade shows each year. From this month’s techITout Technology Showcase and Expo to the Nov. 3 Springfield Area Chamber of Commerce Business to Business Expo, fall is filling up with expos across the Ozarks.

Businesses spend time, energy and money preparing for each expo they attend. But are they putting their efforts in the right places?

Day and corporate consultant Ellen Rohr, of Bare Bones Biz Inc., share their expo essentials.

Here are five tips for attendees:

Networking, networking, networking
Networking is arguably the most valuable part of any expo or trade show, but it also has the potential to be the most awkward.

“Remember, nobody really enjoys networking,” Day said. “Talking to a stranger can be, well, strange. It’s awkward for everybody and that’s the key. You are not alone, so relax.”

Just because it can be awkward don’t fidget. Rohr said be present when meeting new people.

“That means leaving your phone in your pocket,” she wrote, in a recent column. “That means asking good questions and listening with your ears and eyes. Being interested in people is a sure fire way to build relationships.”  

Meet new people
When networking, people might feel drawn to talk to someone they’ve met before. Reconnecting may prove beneficial if you haven’t spoken in some time, however, try to focus on talking to people you’ve never met.

“Maybe you are shy and don’t like walking up to new people,” Day said. “Find someone you already know, then drag them along with you. You can maximize your time by reconnecting with them and lessen the shy factor.”

Have a goal
Why are you going to the expo in the first place? Whether you are seeking services or are a salesman looking to connect, have a goal before entering the hall.

“You can plan meeting times before the show so you don’t miss the folks high on your list,” Rohr said. “After your must-sees, you can roam the show and be open to new ideas and experiences.”

Day also advises attendees to mind their body language. People know when you don’t want to be there.

Dress the part
Speaking of roaming the hall, Rohr said be cognizant of your attire – you’ll be taken more seriously in slacks and a pressed shirt.

“Too new dress shoes can wreck your day, but do make an effort to look nice,” she said. “If you and a team member are going, wear sharp uniform shirts to proudly represent your company.”

Don’t forget business cards
“It always amazes me how many people don’t take business cards,” Day said. “If you collect a pile of business cards, you’ve collected a pile of leads.”

While a business card doesn’t guarantee anything, Day likes to follow up via email with potential leads before even leaving the expo hall. National expo consultant Expo Plus also recommends jotting down notes about each person on the card as you receive it. Note whether the person is a strong business prospect. Writing a note on the card not only helps jog the memory later, but also shows you’re truly interested.

Having a plan as an exhibitor is essential. Longtime chamber expo attendee BKD LLP has a plan before it ever enters the hall: touch base with clients.

“BKD has a booth at the expo each year as a way to support the chamber and interact and connect with our fellow members,” said Marci Bowling, who handles BKD marketing and business development. “We are primarily business to business, so we get to touch base with lots of clients and friends during the expo each year.”

According to Rohr, how a business sets up, hosts and interacts at its booth is critical in turning show presence into increased sales.

Don’t sit behind a table
“Encourage conversations with interesting displays, lively people and buzz,” Rohr said. “Get rid of the table, stand and deliver, and do spring for triple padding under the carpet.”

Your feet will thank you later.

Those manning a booth also should have a good elevator speech ready to go.

“When someone walks up, you should be able to summarize your business in 30 seconds,” Day said. “But make it compelling, nobody wants dry stats.”

Ask a question
Rohr recalls her recent trade show experience while trying to research accounting software.

“I approached the booth of a company I had heard lots of good things about and asked the sales rep to tell me about your product,” she said. “For 15 minutes, he recited a laundry list of the technical features of their software.

“He could’ve asked, ‘What are you looking for?’ or said ‘Tell me about the accounting software you are using now.’”

After that, she noticed this sales blunder over and over as she walked the show.  

Rohr said just one question can make the difference, make your show and make the sale.  

Keep it bright
According to Expo Plus, businesses have 3 to 5 seconds to attract a prospect’s attention. The less text the better. One large image supported by a clever headline or positioning statement works best. If you do not have a central image, bullet points are the next best thing.

Whether exhibitors and attendees follow all or none of these tips, Day said it’s all about mindset.  

“Your job today is to talk to people,” she said, whether you’re an exhibitor or an attendee. “If you’re already in the mindset, it makes the whole process easier.”