Home and Garden Shows Part 2: During the Show

There are many “do’s” and “dont’s” of a home show, especially during the actual show itself. Booth set-up, professionalism, customer contact, and actual attendance at the show will all play major roles in your success.

If you have ever visited a home show, what booths caught your eye? Was it the booth with a simple table and person sitting down behind it, or the more elaborate booth with a friendly exhibitor? Well…the latter of course.

As potential customers walk by your booth, you have about three to five seconds to convey what you do to them. Seasoned exhibitors know that they must somehow use visuals to draw people in so that a conversation may ensue. For example, at our home show, there was a company selling hurricane shutters. This company built mini windows and covered them with their shutters. People stopped in to look and touch.

Another company sold palm trees. The owner brought in large and small trees for customers to purchase. People stopped in to look.

An insulation company built a small roof and sprayed in the insulation for people to see. People stopped to look.

Get the idea?

You do not have to spend a lot of money on your booth but you do want to instantly show them who you are and what you do. One of the ways to do this is to use a display board with before and after pictures. This needs to be large and noticeable so that people will glance at it and instantly be intrigued. You may also make a slideshow of before and after pictures and play it on a TV in your booth. Bringing in equipment is also an option. If your show will allow it, set up a small area to conduct a demo. Use your imagination!

Do: Find ways within your budget to incorporate visuals into your booth, allowing the customer to see exactly what you do

Don’t: Invest money into a home show and NOT have visuals in your booth!

First impressions are everything to the potential customer. As they walk by, they will be not only be looking at your booth but YOU as well. Be sure to wear company uniforms with your logo on them. This is not the time to wear your bleach stained jeans and a tee shirt! No matter what, keep a smile on your face and appear approachable. Watch your body language. Try not to cross your arms, as this makes you appear standoffish. Do not sit down behind your table and wait for people to come to you. Instead, walk around in front of your booth with your hands cusped behind your back and politely smile and greet people.

Do: Dress professionally and appear approachable.

Don’t: Have awkward body language or sit behind your table

We have already established the fact that you need to be stationed in front of your booth, not behind. This puts you right in front of the attendee and conveys confidence. Depending on the attendance, you may not have time to approach people, they may come to you. However, you still need to practice a sales pitch before the show. During a slower show where you do have to approach folks, it is a good idea to put together a few of your giveaways (brochures, pens, business cards…etc) in a packet and hand them to folks who are walking by. Don’t ask a question like “How are you”, because you will receive the same answer every time…”Fine.” Instead, welcome them to the home show. If they show a tad bit of interest and slow down in front of your booth, ask them if they are familiar with exterior pressure cleaning or roof cleaning (whatever your service may be) while pointing to your before and after display then go from there. You also have to watch the customer’s body language just as they are watching yours. After a few hours, you will know who to approach and who not to. There is no need to be overly excited and run up to every single person that walks by. Remain genuinely courteous, even to the people who are rude to you. Remember to say “Enjoy the rest of your day!”

Do: Hand out your promotional items and ask open ended questions.

Don’t: Become overly excited or pushy.

So your booth looks great, you have your sales pitch down pat, and you are prepared to hand out promotional items, but what happens when there is a lack of attendance at the show? At this point, above all things, remember to remain positive! Do not let this put a damper on your spirits. At our show, many exhibitors were upset about the lack of attendance and they simply gave up. Remember your goals and set out to reach them regardless. Without the hustle and bustle of a busy show, you can target potential customers a little easier. Stand in front of your booth and hand out your promotional items as planned and be friendly. You can still make the best of this situation!

Do: Remain positive at a slow show.

Don’t: Give up even when you see other seasoned exhibitors doing it.

By: Jennifer Flinn

www.gulfcoastpowerwashing.com

Next-

Part 3: After the Show/ Follow up