Trade Show Etiquette for Suppliers

Graphics from exhibitpartners.com

When joining a trade show, you don't just put up a display, hand out flyers and book clients. In the course of booking a client, one must be mindful of their dealings with the event organizer, co-suppliers and attendees/clients.

Some of our supplier friends who have been joining trade fairs have shared their thoughts and tips that you might find useful in dealing with everyone from start to finish.

Supplier to Organizer

• Just because you've been joining trade fairs for the nth time it doesn't mean you know it all. Each trade fair is different and the Organizers try their best to come up with something new for you and the attendees. It pays to be on the know. New trade fair gimmicks by the Organizer might be something that you can use to pump up your sales. So attend briefings or at least read emails that are sent out as a form of reminders.
• If you don't like their event or their participation fee, then don't join. Join the one that you like. Don't rub it to their face that you like another event over theirs.  
• Be honest. If you are not joining, inform them right there and then. Do not waste your time or their time. Remember, time is money.
• Complete the needed details in your application form. The same information will be used to update your online listing and among others. 
• Follow deadlines set by the Organizer (payments and requirements). 
• Honor the terms and conditions indicated in the participation contract/agreement/event guidelines. You would like people to honor your own contract, right?
• When in doubt ask - call, email or text the Organizer. They would be happy to help sort things out for you if you are confused with something.
• Wear event IDs all the time. IDs have a purpose.
• Follow trade show rules and regulations. Problems occur when you don't know the basic rules and regulations of the trade fair. Which brings us back to the need to attend event briefings.
• Don't blame the Organizer if you do not have a sale, sometimes you have to check yourself. What have you done to promote your company? Did you send out word that you're joining a trade fair? Did you train your staff? Are you giving them an incentive if they reach your target sales? Again, what have you done?
• Organizers are committed to serve you with both courtesy and respect. It is appreciated if you could extend the same consideration. Please refrain from using offensive language or exhibiting aggressive behavior for the organizer to properly attend to your concerns.

Supplier to Co-supplier

• Keep your equipment, materials and display within your booth space.
• Do not bad mouth your competitors or their services.
• When giving out flyers, do not hog the walk-way. The walk ways are for the guests. 
• Let us keep things professional and avoid "palengke" like barking.
• If attendees have already signed up with another supplier, avoid snaking the contract. Respect their contract. 
• Camaraderie is encouraged. If the client is looking for a certain supplier, kindly endorse them or recommend the suppliers that would best address their preferences. Recommendations might just come back to you. 
• Wait until the client is at your booth. Don't offer anything while another supplier is engaged with them.
• Avoid disruptions such as bright lights or loud music which could interfere with other exhibitors' ability to talk to attendees. 

Supplier to Attendee

• Arrive early to entertain early bird attendees. If you are not at your booth, they will go to your competitors.
• Stand up and do the 3 G's - grip, grin, greet. Be ready to engage your potential clients with a firm handshake, a warm smile and sincere greeting. Never underestimate the power of first impression which takes place in the first 7 seconds.
• Speak to attendees and not with your colleagues. 
• Ask open-ended questions - beginning with who, what when, where, why or how 
• Pay attention to the body language of the attendee to determine how interested they are - are they confused or are they bored? 
• Sit if your client is seated and stand when your client is standing.
• Be mindful of your hygiene and appearance. Have mints or water ready.
• Dress to impress. You're a professional. Look like one. The same thing goes to your staff and crew.
• Set proper expectation with your clients. As much as possible have everything in black and white. 
• Smile until it hurts. Show that you are approachable and friendly. Nobody wants to talk to someone pouting.
• Be mindful of your body language. Don't cross your arms or place your hands on your pockets.
• Be enthusiastic, confident and polite. 
• Maintain good eye contact with attendees.
• Follow the 80/20 rule: listen 80% of the time and speak for 20%.
• Don't hard sell. Don't force an attendee to get your services. Most of the time they come back not because they want to upgrade but to cancel their booking because they booked your services to hastily.
• Thank attendees for spending time at your booth when they arrive and leave.
• If you inform potential clients that you will email them the information they need, make sure that you do so.  
• Treat attendees with utmost respect and courtesy. If they will trust you enough to let you handle an important event in their life, the least you can do for them is to give them the level of service they deserve.
• Return all calls, sms, emails, at the soonest possible time (within office hours). Remember that with all the advances in technology, it is not polite not to return or delay making return calls, sms, and emails. As suppliers, we shouldn't make our clients wait.
• Finally, don't over book your day. If you are servicing 2 or more events in a day, make sure that you will be in time for both or all events (considering the distance, time, and flow of vehicular traffic) and not sacrifice 1 for the other. Your client will suffer from undue stress if you arrive late. 

Thank you Ms. Maloy Almeda of Bounce Events Ground, Ms. Chacha Datu of Lifestyle Party Planners and Ms. Gerri Diokno of Home and Bridal Essentials for sharing some of your thoughts and tips.