A common trap that booth staff makes is giving booth visitors too much information. They are already overloaded with information and don’t want more. Creating a presentation that whets their appetite and addresses issues that are relevant is the key.

Here is my mantra. Memorize it and before you make a show presentation run it through in your head and it will keep you focused.

“Tell them what they want to know not what they need to know.”

The difference between want and need is that the former is from your prospect’s point of view and the latter is from yours. So, put your needs aside for the moment and stay focused on the prospect. If you are not sure what they want to know about, ask. A simple question like, “What you looking to accomplish with this new product?” or, “What is the most important consideration from your perspective?”

This bit of advice is easy to say and difficult to do. Here are a few thoughts to help keep you on track

1. Stay focused on your prospect

The next time you go shopping, notice how you are handled. Did the service provider understand your situation or was he too busy telling you everything about the product or service that it seemed like you had already left the building? You be the judge of what works best.

2. Don’t squander your (or their) time

Time is a scarce commodity at a trade show. You simply have too many people to deal with in too short a period of time. Spending a lot of time with one person reduces the time you have for others. Use your time efficiently. Once you have completed your task, move the prospect to the next step. This becomes much easier, when the prospect feels that the information provided is relevant to their situation.

3. Stay focused on your objective

Your objective might be to generate leads from interested prospects, write orders or create interest in a new product or initiative. Your objective may also fall in to the “soft” category such as brand awareness or visibility. Prior to attending the show ask yourself, “What information do I need to pass along in order for me to accomplish my objectives?” and “What information does my prospect need that will help me realize my objectives?”
Answering these questions requires some real soul searching. However, when you look at the same situation from two points of view you will quickly realize that the last thing a prospect needs to hear about is everything.

4. Be the kind of person that your prospects will want to do business with.

People want to do business with people they like, respect and understand. This goes a long way to solidifying your relationship with the prospect. The trick is to let them talk more than you do. It’s the only way you can really focus on them and that’s all they want from you.

So, before you go to your next show do some serious work on your presentation. The results will be well worth the effort.