Trade Show Stamina

There are many articles out there about how to set up your trade show booth. You need to have the right height for the table, the perfect lighting, and cool graphical banners with vivid colors. You will want a booth that is light-weight and easy to set up, and a few examples of your product or service to demonstrate to your potential clients. It all must look perfect.

However, as a member of a sales team at the trade show, how do you keep up your stamina for what is normally an 8-12 hour day? Exhibitors must have mental and physical stamina to survive a busy trade show booth. Here are a few tips for surviving the trade show as an exhibitor.

Shoes – Trade shows require sales teams to be one their feet and working most of the day, which is painful for both the feet and the lower back. Take steps to prepare for it. Women should wear professional looking shoes that have no heels. Standing on your tip-toes for 12 hours a day will not sell any more of your product. Men should wear comfortable, polishable shoes. Avoid sneakers, but don’t feel you have to wear dress shoes. As long as they look dressy and can polish up, you should be fine. Both men and women should wear shoe inserts, adding extra comfort and support to any pair of shoes.

Clothing – Dress professionally, but comfortably. Ask the trade show managers in advance for what temperature they will keep the room and dress appropriately. Don’t wear something that looks fashionable but is itchy or too tight. Also, find clothes that are stain and wrinkle resistant. After 12 hours at a trade show, you want your clothes looking as good as they did when you started that morning. It’s also a good idea to bring an extra set of clothes just in case. Don’t get half-way through the trade show to discover your clothes are uncomfortable or sweaty and you can’t change.

Energy – Bring energy drinks or other quick energy boosts with you. Also, keep eating and eat the right foods. Your body will not function well if you do not have the proper nutrition throughout the day. The same applies to water. You will feel tired and drained if you do not get the proper amount of water while you work, so keep a small cooler filled with water bottles behind your booth. You will need at least 8-12 cups of water while you’re working, more so if you are under warm lights. Take multiple small breaks if you can, switching out with another member of your sales team. During those breaks, take walks or do some stretches out of the view of your customers so your blood flow increases and your body stays refreshed.

Knowledge and Manner – Know what you’re selling and like it. The best trade show display in the world can be ruined by an exhibitor who isn’t excited about the product. If you are having a bad day, hide it the best you can. Make goals for yourself and keep focused on them so you don’t get distracted. And make sure you can answer every question, no matter how obscure. Have someone from your sales team or even your family quiz you on product related questions, and make sure you answer in a polite and positive manner.

Interaction – Interacting with potential customers can be fun but tiring. Make sure you are prepared to answer the same questions over and over again without wanting to strangle anyone. One way to do this is to tag-team your booth. Switch on and off with another member of the sales team to make sure that you are getting enough down time without compromising customer interaction and satisfaction. Be friendly and knowledgeable when answering question about your product or services. Remember, the idea is to build relationships and acquire a new customer base, not just sell stuff. Don’t over-react. Some people in the world are difficult, but keep your voice calm and answer question the best you can. If it turns into a ranting session, be polite and professional, but do not argue. Arguing with an irate customer will only make you lose focus and credibility. If you have an irate client who hates your product or service or who will not keep their voice down, remain calm and call security. The fault will be theirs and others will be impressed that you did not lose control.

To survive a trade show as an exhibitor, you need to be prepared both mentally and physically. So follow these tips and make sure you have a great time at the next trade show.