![\"trade_show_aisle\"](\"https:\/\/berkonomics.com\/wp-content\/uploads\/2016\/02\/trade_show_aisle.jpg\")
<\/a>for some perhaps.\u00a0 \u201cDidn\u2019t I see you looking for [an adjacent product or booth]?\u201d\u00a0 \u201cOne minute of your time and I have a gift for you,\u201d said another.\u00a0 But these all seem contrived, not at all comfortable for most of us.<\/p>\nAnother sales manager offered that he reads the first name on the badge at least ten feet before the booth entrance (a good start, as opposed to trying to stop someone already passing by.)\u00a0 \u201cHi Dave,\u201d he says. \u201cYou\u2019d make my day with just two minutes of time.\u201d\u00a0 Better.<\/p>\n
[Email readers, continue here…]<\/em> <\/span>\u00a0One CEO explained to me that he tells his people to use the math to stay vigilant, even during slow times.\u00a0 He states that a show with 4,000 attendees and a total of fifteen hours of exhibit time over three days (typically) will generate five people a minute walking by the booth.\u00a0 \u201cIt would be a crime,\u201d he states to his troops, \u201cto turn away from the aisle and speak together even for thirty seconds for that reason.\u00a0 Yes, traffic is not uniform. But that calculation makes a case.<\/p>\n Finally, my quest yielded another gem from yet another sales manager.\u00a0\u00a0 \u201cHelp them in, and if they are inappropriate or unqualified, help them out,\u201d he states.\u00a0 He explained that we should bring guests as far into the booth to the back or sides as possible.\u00a0 A blocked entrance is an invitation for most to walk on by, he states.\u00a0 And if you determine that the candidate is not appropriate, ask if you can help him or her find the object or company next on the list.\u00a0 That way, he continues, you are helping your company and your guest at the same time while clearing the spot for another, more qualified candidate.<\/p>\n Trade shows are expensive.\u00a0 There are lots of important tactical tips to help you make the most of that expense and time.\u00a0 Along with spending time on the strategic goals for the exhibit, the script or focus for each member of the team, and a chart of times for in\u2013booth service, these are a good start toward planning a productive show.<\/p>\n","protected":false},"excerpt":{"rendered":" Wouldn\u2019t it be magic if we could find one (unique to us) question to ask people passing the booth or table as they pass in the aisle of the trade show?\u00a0 I asked a number of exhibitors that question recently, … Continue reading