Selling on a tradeshow floor is a totally different animal compared to the daily routine of a pharmaceutical or medical device sales representative. Understanding how to start conversations and nurture new relationships in this unique environment is essential for success.
In a typical office setting, you might have the undivided attention of a healthcare provider, but a convention hall can be chaotic with thousands of competing distractions. You’re essentially on stage from the moment the doors open until the lights go down for the evening.
Unfortunately, many companies suffer from a strategy void because they don’t think about how to attract attendees or what the “rules of engagement” should be. Sparking productive conversations (not simply getting contact information) is the real goal. You want your audience to leave the event intrigued by what they experienced and eager to continue the relationship with your brand.
How To Leverage the Strengths of Tradeshow Team Members
It’s a common mistake to assume that someone can be effective in a booth just because they understand your offerings. In the healthcare industry, your staff might include brilliant scientists who aren’t necessarily “people people.”
You should lean on the strengths of your various personalities by positioning your most extroverted and outgoing individuals around the perimeter of the space.
These team members serve as initial greeters, focusing on getting attendees into the booth and warming them up. When a conversation needs to move into deep technical details or specific disease states, they can perform a warm (i.e., person-to-person) transfer to the subject matter experts.
Some companies even hire third parties, often referred to as data capture specialists or brand ambassadors, to handle the first point of interaction. These professionals are skilled at attracting attendees who are passing by, inviting them into the booth, and engaging with them. Importantly, these specialists must know to keep conversations high-level and not say anything that might break FDA rules.
This strategy insulates your more reserved staff members and ensures they only handle the in-depth scientific discussions.
How To Make a Memorable First Impression With Tradeshow Attendees
The age-old wisdom that “You never get a second chance to make a first impression” is particularly important at a tradeshow. Your team members have to be ready to interact positively with any attendee who even glances their way.
Surprisingly, booth reps are too often found talking with each other rather than seeking conversations with attendees. Reconnecting with colleagues is important, but it’s crucial to do so at dinner the night before or at some other time, rather than in the booth with the show underway.
When interacting with attendees, an effective icebreaker can be as simple as a smile and a friendly hello. If you can see where someone is from on their badge, try starting with something positive about their home state. While it might be normal in personal conversations to find common ground over some annoyance, booth staff should avoid starting conversations with negative comments about the weather, the crowd, etc.
Other best practices that invite engagement include things like standing to the side of a counter rather than behind it, as this makes you appear much more approachable to someone walking the aisle. Carrying a piece of literature in your hand can also give you a natural reason to reach out to a passerby.
What Are the Elements of an Inviting Tradeshow Booth Environment?
The physical layout of your booth significantly impacts the psychology of an attendee and their decision to stay. You should avoid the “castle effect,” which happens when you build a fortress of walls and barriers with minimal entry points.
An open and inviting design is what most companies have in mind, yet many override that instinct and try to pack too many stations and too much information into their space. When a booth looks “busy”—in its layout, wordy graphics, etc.—people tend to avoid it.
High-quality seating and little pick-me-ups like good coffee or tasty treats can make people feel comfortable enough to engage in meaningful conversations.
How To Qualify Tradeshow Leads Without Being Rude
You’ve done a great job generating traffic for your booth. Now the question becomes, “How do we prioritize conversations with people who have the most potential to become customers?”
On a busy show floor, your team must effectively triage attendees to spend the most time with high-value leads.
You can facilitate this by having a series of qualifying questions ready to go. You might even offer to optimize their visit by, for example, asking if they have 40 seconds for four quick questions to prepare them for a guided conversation.
Using decision-tree logic helps you determine the guest’s interest level and ensures you can funnel them to the right individual in the booth. If you encounter someone who can’t use your product, such as an international attendee when you only sell domestically, you’ll still be cordial, of course, but you can move them along by offering a cup of coffee or directing them to the website for more information.
It’s important to talk about these types of scenarios before the show. In fact, having an approved “script” for these instances ensures everyone knows how to conclude conversations in a positive way. As a result, your staff is free to connect with the prospects who are genuinely interested in your offerings.
What Are Some Good “Rules of Engagement” for Tradeshow Booth Staff?
It’s important that booth staff, especially those who might be new to tradeshows, understand how to maximize positive interactions with attendees. Tips include:
- Practice professional booth behavior. Staff should never eat in the booth. It looks unprofessional and indicates that you’re not free for a conversation.
- Use active listening techniques. Visitors know they have your attention when you maintain eye contact, nod, mirror their facial expressions, and paraphrase their questions or requests.
- Invite interaction through body language. Team members should always face the aisles, keep their hands out of their pockets, and smile to signal they are eager to help.
- Avoid phone usage. Booth staff should tell coworkers, family, and friends that they won’t be available for texts or calls during show hours so they can stay focused on attendees.
- Ensure consistent brand messaging. Your team should be on the same page about key points so that every conversation conveys the same accurate information.
How To Navigate Difficult Conversations at Tradeshows
In the healthcare and pharmaceutical world, you must be prepared for specific types of interactions that require a graceful touch. For instance, if someone has a complaint about a product, there are often specific FDA reporting requirements for adverse events that must be followed.
Other attendees might simply have an adversarial tone. Staff should be prepared for these people or even competitive “moles” who might try to get sensitive product information from them. It’s vital to stay positive and stick to approved language even when a conversation takes an unwanted turn.
Other attendees might be hesitant about engaging. If so, you can explain that sharing their contact details helps you provide the information they need. You should also explain that you’ll use their email address respectfully and that the interaction won’t open them up to spam.
Being prepared for these scenarios helps your team maintain their composure and represent the brand effectively even under pressure.
Tips for Sustaining Your Energy During Long Tradeshow Days
Working a multi-day tradeshow requires significant physical and mental stamina. You should encourage staff to work in shifts so they can get the breaks they need to decompress.
Regarding the physical toll, one of the best tricks we’ve found for surviving long hours on your feet on concrete floors is to change your shoes each day rather than wearing the same pair. Shoes tend to lose their support over several hours, and a fresh pair the next day can do wonders!
You should ensure the booth is stocked with plenty of water in a storage closet to keep everyone hydrated. Eating a good breakfast and getting the right fuel throughout the day is also essential for maintaining high energy levels.
Ultimately, when team members feel rested and refreshed, they are much better positioned to capitalize on conversations that evolve into business opportunities.
The Importance of the Post-Show Debrief
It’s critical to remember that the work associated with a tradeshow doesn’t end when the booth is packed away. Following up on leads is an essential step in turning brief interactions into lasting business relationships. A post-show debrief (whether with your experiential marketing partner or just internally) can help ensure that happens.
This assessment should look at both quantitative stats, like how many people you interacted with, and qualitative insights from the team. This information is invaluable for continuing conversations and also evolving your approach for the next event.
Wondering how to pull it all together for your next healthcare congress—from booth design and memorable experiences to engaging effectively with attendees? Reach out to Slate360 to learn how clients benefit from our deep expertise and decades of experience.