803: How to Engage People at Trade Shows, with Robyn Davis

Robyn Davis: Exhibit Smarter

Robyn Davis has been advising exhibitors across industries and around the world on the strategies that work at trade shows since 2009. As an award-winning speaker, trainer, and consultant, Robyn is known for her fresh perspective and process-driven approach to exhibitor success. She is the author of Exhibit Smarter: A Step-by-Step Guide to Trade Show Success (Amazon, Bookshop)*.

Almost every professional has been to a trade show. A lot of us have represented our organizations at conferences and shows. And many leaders have trade shows somewhere in their portfolios. In this conversation, Robyn and I explore how to help your team engage the right people at these events to ensure the investment you’ve made is worth it.

Key Points

• Prioritize strategic value over vanity metrics and activities. Tactics that get people into your booth aren’t necessarily the ones that line up with the needs of your organization.
• The decisions that organizations make about trade show activities are often heavily influenced by what’s been done in the past.

Use five steps to lead interactions inside your booth:

1. Welcome visitors with a targeted question that quickly identifies if a conversation is useful for both parties.
2. Create and use a qualification rubric for your team to quickly triage interactions.
3. Ensure smooth handoffs to the right party by making a personal introduction and relying on relevant details of whatever conversation has already taken place.
4. If the next step is an on-site meeting, make it concise (5-10 minutes) and follow up with a longer interaction later. If demoing a product or service, involve the visitor in the demonstration.
5. Close with a thank you, business card, brief review of the notes, next steps, and gracefully saying goodbye.

Resources Mentioned

• Exhibit Smarter: A Step-by-Step Guide to Trade Show Success by Robyn Davis (Amazon, Bookshop)*

Interview Notes

Download my interview notes in PDF format (free membership required).

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