Beyond Free Mints:
Four Keys to Tradeshow Success

Face it: they probably just stopped by for the free candy or cool “chotchky” sitting on your table. So, how do you give those people permission to engage?

Or, if you’re the attendee, how do you keep from sitting quietly in the corner looking at the education descriptions for the ninth time instead of finding and meeting new people?

One word: approachability. Sure, it’s an expression that varies from person to person. But after delivering speeches to companies and associations around the world on the topic, here’s what I’ve learned about tradeshow success:

1. It starts with attitude. Sure, maybe this person won’t be your next big customer or trusted advisor. But you never know. Everybody is somebody’s somebody. So be sure that an attitude of approachability is manifested via your nonverbal behavior, i.e., smiling, readable nametag, and uncrossed arms.

2. It continues with engagement. What’s your opener? Will you be like every other novice and ask, “How are you?” If so, expect to get the canned answer, “F.I.N.E,” which stands for “Feelings I’m Not Expressing.”

3. It accelerates with CPI’s. Conversation is about common ground. And people will like you the minute they discover how much they are like you. So, discover the CPI (Common Point of Interest) through creative, specific, open-ended questions in order to develop a deeper connection.

4. It solidifies with consistency. I always end my speeches with the quotation, “Consistency is far better than rare moments of greatness.” This means that in the eyes of every person you come across, you = the entire company. Be certain your words and actions are congruent with you brand values.

This article on tradeshow success was written by Scott Ginsberg, author of three books and a professional speaker who helps people maximize approachability, become unforgettable and make a name for themselves. For booking information, contact Front Porch Productions at 314/256-1800 or email scott@hellomynameisscott.com

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