Making the Most of Your Convention Sales Booth

Everyone who's been to a convention or trade show has seen the lonely-looking exhibitor sitting at his booth, his eyes pleading for someone to buy something, or at least talk to him. We've also seen the exhibitor, often selling the same products, who barely gets a moment to rest between sales. Obviously, if you're planning to sell your product at a show you want to be the second dealer, and there are few tricks that can help you achieve that goal.

Unless you've got a whole island of tables to yourself or booth space along a wall, make sure that your booth has a backdrop, even if it's just a simple pipe and drape set-up. The backdrop divides your booth visually from the one directly behind you, allowing customers to focus on your space without being distracted by what's going on at your neighbor's table. It also provides you with a place to hang your banner or sign, which lets customers know who you are and what you're selling at a glance.Tablecloths can also help set your booth apart visually, especially when most of your fellow dealers have their products displayed on bare tables. A nice, heavy tablecloth-especially one that matches your company colors or sets off your product-adds an air of professionalism to your booth. On a practical level, a tablecloth that reaches the floor in the front allows you to store extra product and supplies under the table without jumbling up your booth's appearance and inviting theft.

Theft prevention should also be considered when setting up your displays. If you only have a few distinct products, consider a shelving rack of some type as your backdrop-modular wire-frame racks are a good choice. This allows you to place the bulk of your products so that they're out of reach but still visually prominent. A single display copy (or empty box) of each product can be displayed on the table, allowing customers to get a good look at the product. Keeping the number of easy-to-reach products to a minimum cuts down on shelf wear and makes it easier for you to keep track of who's got the product in their hands. It also gives the booth a neater appearance and gives you space for advertising materials, mailing list sign-up sheets, demos, and other marketing tools. If your display hardware or inventory types don't allow this sort of set-up, make sure that expensive or easily-stolen items are front and center in the booth so that you can keep an eye on them. If possible, arrange them in such a way as to make it immediately obvious if one of them is not where it should be.

A professional-looking, visually appealing set-up can set your booth apart from the crowd, but your attitude can lure in or drive away potential customers. Most exhibitors know that professional appearance and a friendly attitude are important, but many don't realize that standing can make them much more approachable. Sitting behind the table at a booth makes you look tired and uninterested. By standing, you show potential customers that you're excited and ready to answer their questions. If you're not dealing with a customer, make sure to greet everyone who passes and makes eye contact. This invites them to come closer and find out more about your product without obligating them to do so.

Anyone can pay for exhibitor space and set some products on a table, but effectively selling your product at a show takes planning and hard work. When you set up your booth, make sure that it looks professional and is as shoplifter-proof as possible. When the customers start coming through the doors, stand up straight, give them a friendly smile, and make it clear that you want to help them buy your products.