TOUGH TIMES NEED TOUGH BEHAVIOUR

I really wanted to depart from my typical column this month and have a colossal rant about something. You see, I have recently returned from an exhibition where I was a visitor. There were hundreds of exhibitors and thousands of visitors. On one of the days I happened to walk from my appointment at one end of the venue to an exhibitor I wanted to see at the opposite end of the hall. Being a few minutes early, I took a more scenic route, leisurely walking up and down several aisles until I reached my destination. It was ‘interesting’ that I managed the exaggerated journey without being engaged by a single exhibitor.

With this experience fresh in my mind, once I had concluded my meeting, I walked back this time tracing a different, but as elaborate route back to my original location. Again, I was not spoken to or engaged with by a single exhibitor, although I did warrant three smiles en route. On the last day of the event, I planned to walk slowly and leisurely up and down every single aisle – a task which took nearly twenty minutes. With the exception of a handful of exhibitors who recognised me, I was only spoken to by one exhibitor, had a leaflet thrust into my hands by two and sweetly smiled at by several more. Surely Mr Naudi is not that scary or unapproachable?

Now I fully acknowledge that I caution stand personnel against the dangers of pouncing on visitors, or saying, “Can I help you?” but I failed to fully appreciate the consequence of inaction. There is a full blown world-wide recession out there for Heaven’s sake. Whilst I applaud their decision to exhibit and try to compete, I feel like crying at the sheer waste. It’s like owning a Ferrari and never driving it. You need leads now more than ever and visitors are still spending money with someone. Please all you exhibitors out there do something to engage with your visitors. If you do not have a mechanism for attracting people to your stand think about the mix of staff you put on show and their roles and skill sets. I fully accept the fact that not everyone is able or motivated to engage with visitors, but surely some thought about how you will achieve this important task should be attempted? There are organisations that provide people who are skilled and trained at hooking visitors and introducing them to the more reserved employees.

Better still, give your people some basic training and help them help you. It seems incredulous in these times where we need to justify every marketing decision that opportunities like these are still being squandered. Using a combination of open body language and a smile together with a few well chosen open questions anybody can engage with a visitor. Even a simple; “Hi! How’s it going?” would do. A couple of minutes in advance thinking up some cheeky or creative questions would pay huge dividends. Visitors can be overwhelmed by the experience as it is, so make it easy for them to find a friendly face. You never know, they may even have that secret and rare commodity – a budget!