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    Your Exhibition Stand Visitors: How Are They Feeling?

    As a competent and thoroughly prepared exhibition project manager, you have created an impressively detailed exhibition checklist, you have repeatedly gone through each line item and to your relief and satisfaction, everything on your list is sorted. Your exhibition stand is beautiful and functional, your exhibition stand staff is adequately briefed and motivated, and your lead generation systems are ready and in place. What could you have possibly missed?

    Your exhibition stand visitors

    After conducting the relevant research about the exhibition you’re participating in, you have a good idea of the visitor calibre you’re to expect on your stand. We’re talking investors, buyers, potential and existing clients, suppliers, competitors, and possibly the media as well. Are you ready? Why of course you are! But…are you really?

    Exhibition stand visitors, like you and I, are people with various emotions, frustrations, expectations, and agendas. Their moods are unpredictable and difficult to detect, anticipating how they could possibly be feeling allows you the advantage of better preparing yourself and your team to engage with them appropriately.

    Mood 1: Impatient

    If their superiors are sending them to trade shows and exhibitions, chances are the attendees are very influential – and busy! They do not have the time to waste and they’ll want you to get to the point swiftly. Be polite and concise. If a visitor to your exhibition stand feels like you’re just wasting their time, they won’t want to consider doing business with you or anyone associated with your brand.

    Mood 2: Forgetful

    As briefly mentioned in the above paragraph, these are busy people, and they’ll have a million details to keep track of. Remember, you’re not the only exhibitor they will talk to at the show! Do as much as you can right there on your exhibition stand to close the deal so that they don’t have to remember all of the details once they get back to the office. Do the work for them so they won’t have to remember to do it themselves.

    Mood 3: Hassled

    Attendees are surrounded in every direction by exhibitors who want their business as badly as you do, so it’s easy to get overwhelmed and irritable with all that commotion. When you’re in that frame of mind it’s hard to keep details straight. Remind your exhibition stand staff to keep things as simple and straightforward as possible to make it easy on the clients. Make the conversation about their needs and let them steer the conversation.

    Mood 4: Hesitant

    Your exhibition stand visitors are not stupid. They can see your signs and brochures perfectly well. But with so many options surrounding them, they might need a gentle nudge toward signing a deal. Offer appealing incentives to move them in the right direction, but don’t give them the hard sell! Again, remember that they have lots of options, and if your exhibition stand staff push too hard, they might just push those clients away altogether. Give them straightforward reasons of how you can reach their needs and talk with them enough where they feel that the choice is clear.

    Mood 5: Egotistical

    When exhibition attendees walk into the exhibition venue, they’re well aware of the fact that they’re walking into a room filled with exhibitors that are there to fight for their business. This gives them the upper hand and they know it!
    So go out of your way to make them feel special and give yourself the edge that you need. Start before the exhibition by asking your marketing team to contact your regular clients and offer an incentive to customers who visit your exhibition stand. For new clients who seem interested, offer exclusive discounts for HOT leads. A little flattery might get you further than you’d imagined.

    The very best exhibition stand design and location will certainly attract attendees to your stand, however, if you don’t employ all efforts to make it work towards your favour, you will find it difficult to retain them on your stand. Always remember to see the situation from your customer’s point of view, and that will give your exhibition stand staff the edge that they need to stand out from the crowd.

    SSQ Exhibitions is a design and project management agency that is dedicated to creating targeted brand experiences, especially customised for YOU! If you would like to contact the SSQuad to discuss your next project requirements, you are more than welcome to call us on: 011 792 1241 or email us at: This email address is being protected from spambots. You need JavaScript enabled to view it.

    Information retrieved from the following source:

    - Skyline Trade Show Tips

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