In a convention center filled with sparkling pink Hannah Montana accessories and lace-patterned gift wrap, Laurel and I were startled to find an outpost of pure unadulterated hostility lurking in the aisles of this year’s National Stationery Show. One minute we were admiring letterpressed greeting cards, the next minute we found ourselves locking eyes with Angry Tradeshow Man, a curmudgeonly fella unable to grasp the concept of discretion. There he sat in his booth, up front and center, arms crossed with a creepy, frightening scowl. (I’m sure if we got close enough, we would’ve heard a low-decibel snarl escaping his lips). I felt bad for him because, obviously, he was having a bad show. But I felt worse for his neighbors because everyone was scurrying past him, I assume, to avoid being turned to stone.
As was only prudent, I returned an hour later to nonchalantly walk past Angry Tradeshow Man’s booth. And as reliable as plastic food in the window of a sushi restaurant, he remained in the same spot with the same menacing grimace shellacked on his face. I walked by another hour later (hey, I was on my way to the bathroom!), again, as was only prudent. And again, the same plastic sushi face. Naturally, I took no joy in doing any of this.
Okay, so this guy was an extreme case, but there are many poignant lessons we can learn from him–the most powerful is that attitude is everything when you’re hawking your goods. Giving off the faintest whiff of disappointment, anger, or boredom is the fastest way for your booth to contract a virulent strain of cooties. So channel your inner surfer (mine’s named E.Z.) and adopt a healthy sense of humor and a laidback attitude. (Get a Magic Tan if it helps you get in “the role”.) Luck can strike at any time, so keep your attitude upbeat because sometimes all it takes is one account or one press bite to make your entire show worthwhile.
12 Comments
Great points, Grace. I’m always shocked when people are like this in trade show booths. Why they don’t realize that their demeanor speaks much more loudly than their wares. I know a woman who did a lot of business trade shows as the representative of a women’s networking group. She often had volunteers “man” the booth in shifts. She would removed the chairs from the booth so no one could sit down. Seems extreme, but even just seeing someone sitting down brings down the whole feel of a booth.
Looking forward to Biz Ladies Boston!
linda
sorry! just wanted to clarify that this post was meg mateo’s- the heading mistakenly went back to the default (my name) so i flipped it back. sorry!
grace :)
Great post! Maybe that guy will read this and give off better energy.
Great post, Meg.
I work for a very niche publication; When certain tradeshow vendors realize where I work, they will become grumpy and assume that I’m wasting their time because they don’t see how their lines could work for our readers–but they really can!
There was one booth I visited where I loved almost every single thing they had on display. And yes, while it wouldn’t work for my publication, I knew it would be a great addition to my aunt’s store. I tried to get a business card or catalog to pass along, but they wanted absolutely nothing to do with me. Oh well.
So true! I recently did a show and there was a seller there that I adored! her pieces.
I said, “oh my gosh, I can’t believe I get to see these in person. I love them so much!”
She said, “oh”
I said, “Has the show been good for you?”
She said, “no, it sucked”
Hmm… I walked away knowing why her show sucked. Here I am fawning all over her and still can’t garner a smile or something nice to say.
Meg, this is so true! This year was my 2nd NSS, and I noticed that I get into this zone with talking to buyers. I’m not so much the surfer dude – but like that mom of 10 kids, who is crazy calm amongst the madness. Oh, you want chocolate at 8am? What the heck – go for it. Very very true about the laid back attitude.
ps – thrilled to have you on the guest blog this week. Big big fan over here.
Disgruntled trade show booth staffers are the surest way to destroy your ROI when exhibiting at a trade show. Great post.
GREAT post, Meg! I hope all designers will take your advice because it couldn’t be more spot-on.
We editors/buyers are human and even if we really love your work, a bad attitude by the person manning the booth can ruin the whole brand and experience and cost you features and sales ( I know I have not featured designers whose work I’ve liked for this very reason).
Remember a brand is more than just products, it’s the whole feeling and world you create, so unless you’re Grumpy Girl, make like most of LA and fake it ’til you make it for a few days (and imbibe a bunch of sugary cupcakes if it helps!).
Genius. Although at least he was just grumpy and not angry like the duo manning the Disney Consumer Products stand who had a bawling screaming fight in the car park and then one of them stormed off. After slying listening with secret pleasure I went to the stand afterwards where I went and spoke to the runaway (sick, I know, but I couldn’t help it) who was a vision of professionalism after her overdramatic, if not slightly hilarious, outburst.
It is impossible to read this and not weigh an opinion about the impact a grumpy, negative attitude has on an exhibitor’s potential. As the featured example was National Stationery Show, it’s even more compelling as I live and breathe NSS in my professional life! Love our industry; love our customer!!!
The booth becomes the exhibitor’s showroom — even home — for the duration. Why would any person who’s investing so much energy, hope and money be anything BUT friendly, welcoming, happy and do everything possible to win over customers?
A good nature is good business!
Get this, one of my colleagues told me of a phonecall he received from a customer whose company was exhibiting at that particular show, but who wasn’t present. Mid show he called to complain about the lack of sales that his staff had written. When my coworker visited the booth, he saw the two “sales people” playing cards and eating at a peak show hour. He actually took a photo and sent it to the customer that called…uh oh. He made his point!
Needless to say eating is about as
unwelcoming as folded arms and a scoul — unless of course you’re eating a piece of candy from the bowl at the front of your booth that you’re offering it up (wrapped candy is always a great giveaway, by the way).
All of the people that work in the booth should be upbeat and positive; you feed on each others’ energy and you project those great vibes to the customer. Nothing bad about that; in fact, it’s all good!
I agree completely, just let me add my own little anecdote: I work in the design department of a major European television channel. I am neither a furniture retailer nor am I the talent hunter of Vitra . But still, here I am at a London show (actually it was 100%design futures) with a major budget to buy and produce emerging designers´ products to furnish next season´s newsrooms and studios and the possibility to give them prime time exposure- unlike others we are actually not allowed to use any furniture for free and commited to paying adequately. At one booth that was actually manned with the designers themselves hawking their own products, two of the designers felt the need to at first insult my nationality extensively and at length, then want to convince me that I should use their products to furnish the studio sets for the upcoming presidential election. Why go to the trouble of investing in a trade show booth, when you can´t be asked to be at least civil to potential customers?
Loads of good points written here, it’s so much easier to be pleasant and civil.
In fact a little off the topic when someone is in my garden and they are grumpy, I remind them that this is a peaceful place and no bad auras are allowed, it usually brings a smile to their face and things get much better. For them, but especially for me and my garden.
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