The Rules of Engagement

by Barry Siskind

There has been much talk lately about exhibitions as a place to engage customers rather than simply sell them something. So, if we are to be successful in our exhibiting ventures, it is important to understand the rules of engagement.

The word engage comes from the roots: en (to cause a person to be in the place, condition or state) and gage (a challenge). Engagement can be defined as a discussion or dialogue between buyers and sellers in which both have an opportunity to share challenges and solutions for the purpose of a mutually satisfactory resolution.

With the definition firmly in hand, we now are in a stronger position to invoke the tools we need to ensure that the goal of engagement is given its best chance to succeed.

Before the show

On social media channels, there is much chatter available that can give you clues about the concerns and challenges your business community is facing. Being part of the social network not only gives you access to these clues, it also provides an opportunity to be part of the dialogue.

Engaging face to face with your customers before a trade show — during sales calls or other opportunities when you meet personally — is also important for you and your sales force.

If the online or in-person dialogue is open and invigorating, it can be continued on the show floor. This pre-show connection provides one more attendance incentive for the people you want to visit your booth. It also gives you a strong indication about which of your staff are the best people to have in your booth.

Sales people are the obvious choice. But when you consider the power of engagement you will also include technical experts, senior management and customer service representatives who your customers want to dialogue with and who can help turn your customers' concerns into actions.

At the show

Be open to the dialogue. Ensure there is an inviting and comfortable space in your booth for a conversation. It doesn't have to be a large portion of your exhibit space but dedicate 10-20 percent of your space to a semiprivate area where open and honest dialogue can take place out of earshot of other visitors.

You may include hospitality to create a warm and relaxed environment. Hospitality is the one tool that is used universally to break the ice. You provide coffee or tea to customers visiting your office. If you want to spend time one-on-one with clients, you might take them to dinner. Hospitality gives both parties a chance to relax and dialogue. Hospitality goes beyond a bowl of mini chocolate bars and jelly beans. There is no upper end to what can be provided; consider specialty coffees, sandwiches, desserts, fresh fruit and juices and so on. What you choose depends on your budget and the amount of space you can allocate.

Remember, although the show floor is a place for engagement, it is not the place to solve all your customers' problems. Through the process of engagement you can initiate a dialogue that will lead to future sales.

After the show

When you return to the office, report show insights to your management.

After the show you are likely to be busy with the work you missed while you were away. However it's important not to forget your booth visitors; keep them in the loop so they understand that the conversation they had with you at the show was meaningful.

The face of exhibiting is changing. No longer are visitors happy with simply walking the aisles of a trade show and being inundated with product pitches.

They have real concerns and they want to be part of the solution. Your job is to use your next trade show as an opportunity to solidify your relationship with these people and to begin a mutual voyage of discovery that can lead to a profitable relationship that will last for years.

Barry Siskind, president and founder of International Training and Management Company, is a trade show consultant, trainer, speaker and internationally recognized expert in trade and consumer shows. Over the past 25 years, Barry has traveled throughout the world working with thousands of public and private sector clients in virtually all industry groups. He creates, facilitates and delivers services to companies involved in exhibit marketing. Barry is also a best-selling author of numerous trade show business books including The Successful Exhibitor, The Power of Exhibit Marketing, Making Contact, Bumblebees Can't Fly, Eagles Must Soar and Powerful Exhibit Marketing. You can reach him at barry@siskindtraining.com.

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