Do you love tradeshows?  Do you relish the chance to stand on a show floor for up to 10 hours and talk to strangers?  I fear not many do - it’s hard, tiring work and even the thought of a good night out won’t always get you through the day with enthusiasm.  However, if you’re not going to try to talk to the visitors, engage them and find out about their interests what is the point of you being there?

Walking around exhibitions I see stand after stand where their staff are just not performing and it really frustrates me - what a waste of time and money.  I do train people on how to make the most of their attendance but at the end of the day it is hard work and it can be hard to stay engaged and interested.  After all it’s also great to catch up with colleagues that you haven’t seen for a few weeks. However, I bring it back to ROI - what are you there for?  The company has spent a large amount of money on the exhibition presence and it’s now relying on you to fill the hopper with leads or promote the brand as best you can.  So what can you do to make the most of the opportunity?

The biggest thing that needs to happen is a shift in attitude.  Exhibitions aren’t an excuse to party all night and recuperate all day.  They are a chance for you to meet new people, to promote your company and make sales (either now or in the future).

So here’s a few tips on how to make the most of each day:
- Remember that you’re there for the company and you represent them in your every action (particularly if you’re wearing company branded clothing)
- Put a smile on your face and leave it there all day as a signal that you’re interested and ready to talk.
- Be interested in others.  Not everyone on the show floor is there for your company or product but who’s to say that they don’t know someone who is.  Think of exhibitions as a chance to find out more about people but if you’re busy have a company strategy for dealing with the time thieves.
- Think of it as networking.  You never know who you might need to call upon in your job - your current (or future) boss might be looking at you leaning on the counter and being rude to visitors.
- Stay on your feet.  If there are chairs on the stand, don’t use them without good reason.  Sitting down and watching the crowds go buy is a signal that you’re really not interested (plus it’s so much harder to get going again)
- Take two pairs of shoes so you can swap during the day or at least walk home in a different pair.
- Drink lots of water and take scheduled breaks.  It all helps you stay fresh and interested.

Lastly, talk to your boss or your stand manager about how they can help make this more useful to your particular role.  Make it a company issue so that you all agree that exhibitions are useful and then you can make the most of them.