Episode 013 – Showcasing your experience at a trade show

Episode 013 – Bring your own experience to a trade show!

Special Interview Robin Sacks and Angie Polman of GroundedInClarity.com

It’s not just about experiencing your company – it’s about your experience.

· Does your booth have more than just brochures and other stuff?

· People buy from people – they need to experience who you are.

Robin’s favorite quote from Maya Angelou is – “People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”

exercise – You and your team are here, but none of your stuff has arrived. You are the only one at your booth. What do you do?

If the box with your belongings doesn’t show up, can you do what you need to do?

The key is to confidently say to yourself, “I know what I am talking about. I know what I need to know about the company. I’m going to take this situation, have fun, meet some people, and make them happy because they actually stopped by this empty booth!”

It’s easy to rely on our “stuff” as a crutch and fall back into old habits, just shoving business cards and materials into people’s hands instead of starting meaningful conversations.

Go beyond transactional goals (number of leads, badges scanned, etc.) to enable meaningful conversations.

When you do this, something magical will happen. You won’t have to search for others – they will start searching for you!

Whether your item shows up or not, your approach should be the same. Think about engaging with people, striking up conversations, and building relationships first.

When determining what you and your staff should say, think from the attendee’s perspective. What attracted you when you were an attendee? What made you want to visit the booth and really dig deeper into their products?

What makes you smile? What makes you feel good? What makes you want to turn around and run away?

Don’t force your stuff on them. You want them to want your brochures and business cards because they enjoy working with you.

This starts talking about your personal brand

Practice – Three Little Words

· First – describe yourself in just three words.

· Next step – Ask someone who knows you – If you could only describe me in three words, what three words would you use to describe me?

· A lot of times it’s amazing what happens because people often use words to describe themselves that we would never use.

We all have one or two qualities that others see and value, but we ourselves don’t. Often, we even hide these qualities.

· These words and qualities are your super powers!

If you don’t use these superpowers regularly, you may miss out on being your true self.

Tetris game example:

The goal of TETRIS is to put blocks of different shapes into complete rows. Once a row is completed, it disappears.

Tetris taught me everything I need to know about life…

o When you blend in, you disappear!

· Your goal at a trade show is to not look like everyone else and to blend in.

· The best way to stand out is to give people experiences, and that starts with you.

If you’re hosting a small or local show that only lasts for a day or even a few hours, your chances of grabbing people’s attention are very limited.

· In these smaller shows, it’s even more important to stand out!

Stop thinking and communicating in words and start thinking and communicating in stories.

Information can make you look like everyone else, but…

Your story is unique

You can use stories to understand attendees’ needs

· Present the scene with a story, which will help you leave a lasting impression

Stories get you where attendees need you to be

This will lead to meaningful conversations and participants will reveal their needs

When attending an exhibition, think: “What problem can I solve for attendees?”

Never assume you know what motivates your attendees

Introvert – Introverts should know that you don’t have to talk a lot. You just have to start with a good question.

Therefore, being an introvert can be an advantage because you show attendees that you are listening and care about what they have to say

The beauty of being an introvert is that you don’t have to write a script. You don’t have to give a speech. You just have to listen and then guide the attendees to meet their needs.

· Just curious!

So if you’re an introvert, don’t focus on what others perceive as weaknesses. Focus on your strengths.

· Try the “Three Little Words” exercise and bring your super powers to the show!

Being extraverted isn’t all positive! Extraverts can come across as being overly aggressive and driving others away.

Whatever your personality – You need to allow yourself to express yourself.

· Simply show up and Keep it realengage in conversation and stay curious

· Try it and you will see its power.

· And it’s easier than you think!

· Have confidence in yourself! Confidence doesn’t have to mean being loud or boastful – it can be a quiet confidence.

The most confident people talk less—but what they say matters!!

Robin and Angie’s key takeaways:

· Remember Maya Angelou’s quote: “People will forget what you said. They will forget what you did. But they will never forget how you made them feel.”

Find those moments that make attendees “feel”. People don’t buy based on logic alone, they buy based on how they feel.

· Remember – it’s not about you. What do they need?

o Unless you are curious and ask questions, you will never find out what they need.

o Focus on the outside, not the inside

You are everything you need

o Be self-aware and know what your superpowers are

o Some people will naturally be attracted to your personality and want to build a relationship with you

· Remember the Tetris analogy – when you blend in, you disappear!

o You definitely don’t want this to happen at your next trade show!

Contact Robin and Angie:

· Visit www.GroundedInClarity.com and go to its contact page

Or send an email to groundedinclarity@gmail.com

Or search on LinkedIn Robin Sachs and Angie Polman