Whether it is held in Las Vegas or somewhere else in the US or abroad, the trade show provides a crucial means of connecting members of industry groups with vendors who serve them. It is an opportunity to acquaint prospects with new products and modifications to old ones. Frequently a vendor will have goals that they hope to achieve over the course of an event, such as a number of contacts made and a number of sales for, perhaps, a show special.
Sometimes, however, regardless of the contact and sales goals a vendor hopes to achieve, there is a more fundamental goal that has to come first, and that is to avoid embarrassing incidents that could occur and diminish the value of the presentation. Another way to put this is to consider a variation on the Hippocratic Oath that applies to doctors: First Do No Harm.
Therefore, as you consider how to succeed in the world of popup displays that is the modern trade show, here are some pitfalls to be avoided so that you don’t embarrass yourself:
- Clothes. Try to take some extra clothes, so that any stains that occur, for example, by someone spilling coffee on you on the plane, will not be seen by customers and prospects. It might help to wear clothes of the same color as the substances likely to be spilled. For example, it might be a good idea to wear khaki or maybe camouflage, but the best thing is to keep a suit in good shape and away from spills, which is not to say you can’t be spilled on right in your booth.
- Visual aids. Make sure that if you are going to show a video, for example, the device and connections are in good working order. Staff are available to assist you, and you probably have a good deal of experience in setting these up. However, to some extent, every show is a new adventure, and it can be nerve wracking to start a presentation and find that something doesn’t work, with a client or prospect standing impatiently next to you. They may make sympathetic gestures, but they expect sales people to have their stuff together, and the person in the next booth, who may be a competitor, probably will.
- Display content. Try not to have a huge typo right in the middle of your presentation, and certainly hope that it isn’t your company’s name. Other mistakes to avoid are errors in diction that may be less noticeable but will make you look bad in the eyes of people who know that “different from’ is the correct expression, not “different than.”
- Discretion. Keep in mind that in everything you do you are representing your company, so don’t get carried away with the culture of the town. Although it is said that “What Happens in Vegas Stays in Vegas,” don’t put this maxim to a severe test, because, for example, if you have a misadventure in your rental car, you may be staying in Vegas longer than you planned.
