What you say without saying a word: body language at trade shows

Eating lunch, texting or talking on a phone, reading a magazine, talking to a co-worker, or tidying up sales materials. These are all things that tell potential customers you have no interest in talking to them. The primary goal of staff at trade shows should be selling: engaging potential customers and relaying the benefits of your products or services. According to Jerry Eisner’s “First Impression Selling At Trade Shows,” you have between five (5) and seven (7) seconds to make a good first impression.

Eisner states, “psychologists advise a person forms 11 impressions about you and your organization in the first seven (7) seconds of contact. It’s called the 7/11 Rule. The 11 impressions formed in those first seven (7) seconds relate to:

• Credibility
• Appearance
• Knowledge
• Empathy
• Helpfulness
• Responsiveness
• Friendliness
• Confidence
• Professionalism
• Presence
• Courteousness

“Particularly noteworthy about the 7/11 Rule is that a visitor’s impression of you and your organization can be made 10 to 15 feet from your booth. As visitors walk the show floor – even before they’ve arrived at your space – they’re deciding whether or not they’ll talk to you. Their decision is based on nonverbal clues called body language.”

So what is the appropriate body language to be speaking? Friendliness and professionalism. Smile when you talk to potential customers, make eye contact and shake their hand when the conversation concludes. All are personal engagement techniques that say you care about them and they can trust what you are saying. Good grooming practices and clean business attire also convey trust and professionalism.

I had an experience talking to a sales person at a trade booth touting professional accounting services while he was eating a sandwich and had numerous food stains on his polo shirt. His body language conveyed to me, “I’m a mess and sure to miss something that will get you audited.”

Make sure that your booth is clean and well organized. Booth shipping containers and boxes of brochures stacked in the background, empty coffee cups, etc. look unprofessional.

If you are the sales manager, send your best people not just the ones that are available. And if possible, send two. That gives them the opportunity to eat lunch (away from the booth), use the bathroom, and take a break (so they don’t appear tired and uncaring) while the other person is handling customer contact at the booth.

The sole reason to attend trade shows is to establish a positive rapport with potential customers that leads to future sales and long-term relationships. By conveying appropriate body language, you will develop the foundation for that success.