…Narrowing your focus and maximizing your results
Trade shows offer a great opportunity to marry business and pleasure, making sales one minute and connecting with former colleagues and friends the next… But, realistically, how can you strike the perfect balance? For most exhibitors, any time they spend in the convention city can be split into three main segments: booth hours, receptions, and “free” time. Here are some tips for prioritizing your time in each segment:
BOOTH HOURS: Any time you spend in the booth should really be focused on working – this is not the right place to catch up with old friends, check your e-mail on your phone, or visit with attendees who just want to add to their SWAG collections.
Focus on:
- Attendees who match your ideal client profile first
- Next, attendees who fit within your target audience and are genuinely interested in purchasing your products/services
- Finally, other attendees who come to your booth, potential partnering opportunities, candidates for positions you are actively trying to fill, and those associated with any of your important “pet projects”
To accomplish this, appoint or hire a dedicated staffer to qualify each visitor and make the appropriate introductions. This will provide extra time for you to speak with your top priority contacts while your added staff is engaging all of the other booth visitors.
Then, to further maximize your time, attend a session, walk through the exhibit hall, or enjoy other activities scheduled during booth hours (but only after you have ensured that you have the appropriate staff in place).
RECEPTIONS: Receptions are designed for quick encounters. That means you can widen your scope of target connections, but you must keep each interaction very brief – this is not the right time to enjoy a lengthy conversation about anything with anyone.
Focus on:
- Meeting new professional connections first
- Next, greeting contacts you already know professionally (existing prospects and clients)
- Finally, making social connections and enjoying the entertainment
To accomplish this, remember to keep your conversations short (this enables you to meet all of your desired contacts at least once and respect their interest in doing the same) and set a goal for yourself – for example, collect business cards from at least five new and three old professional contacts before you move on to interacting with personal contacts and enjoying the party.
Then, to further maximize your time, be sure to bring enough business cards and know your schedule. If you meet someone with whom you would like to continue a conversation, schedule another meeting for an opening in your “free” time on-site or once you have returned to the office.
“FREE” TIME: Technically this is your time to do with as you choose; however, because you will only be in the convention city for so long, I recommend finding ways to expand your business focus through your “free” time too.
Focus on:
- Progressing towards your exhibiting goals (meet with the people who can help you do that) first
- Next, taking care of outside responsibilities (like family, work, etc)
- Finally, having some fun or working out and catching up on your sleep
To accomplish this, divide your “free” time into four segments: consider how you will spend your meals, mornings before the trade show begins, early evenings between booth hours and receptions, and your late evenings through overnight hours. Carefully organize your “free” time just as you have planned for your working time.
Then, to further maximize your time, take care of as many outside responsibilities as possible before you leave for the event and delegate or postpone anything that won’t absolutely require your attention until you get back. Without concerns about the work you left behind, you can be more flexible and focused during your event.
With so many people to see and so little time in the convention city, you will need to narrow your focus to achieve the results you desire. Following these tips will help you to prioritize your interactions during booth hours, receptions, and any remaining “free” time so that you can further maximize your exhibiting results.
