Etiquette, Body Language and Mistakes


With new team members now attending exhibitions & venuedirectory.com exhibiting at an increasing number per year, the following will help you understand exactly what is expected of you when you are representing venuedirectory.com at an exhibition. As in everything we do, there is a correct protocol to follow; so read on and take careful note...


TABLE OF CONTENTS


Stand set up/breakdown – If you are part of the stand setup or breakdown team 

  • Make sure you are present on time & when needed throughout the process
  • Take direction from whoever is managing the setup/breakdown procedure
  • When unpacking equipment – make sure you put the packaging away the way it came so the process can be reversed at the end of the show 
  • Make sure you pack equipment away properly – not just quickly – you need to leave the stand equipment in the right condition to unpack at the next show.
  • On each morning of the show – make sure you are on the stand AT LEAST 30 minutes before the show is due to open unless otherwise agreed with the stand manager
  • Have your exhibitors badge visible at all times you are at the show including set up and breakdown

Uniform – Black trousers and black shoes should be worn with the venuedirectory.com polo shirt you will be provided to wear. Before you appear on the stand you should make sure that: 

  • You look smart!
  • Your polo shirt and trousers are clean and ironed – do not wear something light over the dark material – if you need to wear a coat/jumper whilst travelling make sure it is dark and of a material that will not moult!
  • Your shoes are clean and in good repair
  • You take extra care with personal hygiene – this might sound obvious but you will be in a hot environment for a long period of time so make sure you have deodorant if you think you are going to need it – ladies – perfume (but not overpowering) – make-up etc so you can refresh yourself during your breaks.
  • Bags/Luggage – There is limited space on the stand so any personal bags or luggage should also be limited. Anything larger than a laptop bag/handbag should be checked into the exhibition hall cloakrooms at your own expense.
  • Mobile Phones – should be on silent at all times and only visible if you require them for business purposes. Otherwise, you should use your breaks to check any personal media.

During the Show – You are expected to remember your behavioural musts at all times: Be Professional, Be Interested, Have Empathy, and Build Relationships. You are representing venuedirectory.com – how you act is how the company will be perceived.


Ten minutes before the start each day there will be a briefing on anything last minute/expected stand appointments etc so if you are on the rota from the opening time you need to be there. 



Stand Etiquette


While on the stand you should not:

  • Eat – this includes chewing gum – which is banned from the stand. We do allow water and some drinks (although professional etiquette would ban this) HOWEVER drinks should be hidden from view and definitely not be drunk whilst clients are on the stand. You should carry mints if you have somewhere to put them.
  • Sit down - Sitting down makes it look as though you are not interested in talking so unless absolutely necessary you should stand. As we have high stools it is less important as professional etiquette states that it is acceptable as long as you are on the same eye level as people passing the stand.

Acceptance of stools is increasing since the public is sympathetic to the effects of standing on a hard floor for long periods but should be limited as much as possible unless there is a medical reason for sitting down.

  • Be chatting idly with your colleagues - This is absolutely not allowed. If you are seen chatting about anything other than work-related topics with your stand colleagues instead of openly welcoming potential visitors on the stand you are not displaying either a professional or an interested demeanour. Any personal chat or joking around will be dealt with serious consequence. Save it for lunch time.
  • Disrupt other exhibitors or visitors – this includes not continually visiting other stands for a chat or to acquire their ‘goodies’, chatting or joking around, which will be perceived as unprofessional and possibly disruptive to other people. If there is music/video playing on the stand; ensure the volume is not too high. 

Body Language – 

Many books have been written about body language; here are the most important points to remember, from an exhibition perspective: 

  • Talk to the person, not the monitor – the pages should be loaded for a quick run through so unless you are pointing something specific out – you should be directing your language to your visitor
  • Maintain eye contact with the visitor - avoid getting “caught up” with the demonstration or presentation – keep it succinct and to the point.  
  • Raise your voice appropriately or you might be drowned out by other people near the stand or other sounds of the show. 
  • Present an open posture - folded arms and crossed legs are a message that you’re not very open or interested and will keep visitors from approaching the stand. 

Mistakes to Avoid

Although you are effectively conducting ‘mini pitches’ on the stand there are still some common mistakes which are made so watch out for:

  • Don’t use weak opening lines - The best "hooks" are open-ended questions that keep the conversation going. We often ask ‘Do you book meetings & events for your company?’ but smarter questions might be 

‘How are you currently booking meetings & events?’ 

‘How do you usually search for meeting venues…?’

‘Have you seen our Advanced Search - it can help you search for your next meeting venue….’

‘How would you like to have access to a FREE Enquiry Portal where you could track all your favourite venues and enquiries…?’

Another smart opener – depending on the competition we are running would be ‘How would you like to win a ……….?’ 


If they are a venue ask:

‘How do you market your venue details online at the moment?’

‘What are your plans for marketing Christmas this year…?’

Even if you ask a closed question and they respond with ‘I don’t’ you can still follow up with a qualifying question like ‘…What do you do?’  


Remember the rules when asking questions: 

Use ‘What’ ‘Who’ and ‘Where’ to find out information and ‘How’ and ‘Why’ to gain understanding/seek opinion and reasoning…..Only used closed questions if you want a definite ‘yes’ or ‘no’ answer and then USE the response you get……

  • Don’t turn on your "pitch" too soon - there’s nothing visitors hate more than pushy stand personnel. Give them a minute to warm up to you before you start sizing them up for a potential sale.  
  • Don’t pitch instead of qualifying - don’t launch into a sales pitch before you assess a visitor’s situation -- product interests, buying time-line, familiarity with us. Tailor your presentation to the visitor’s needs.  You’re not there to just show off your product. Strive to connect with people and help them solve their needs.  
  • Don’t do a long-winded product presentation - stand visitors have maybe 10 minutes at most and can’t afford to be tied to the stand for too long as they have a lot of ground to cover at a show.  So, keep it short, succinct – get their details and onto the next.
  • Don’t write off visitors too soon - don’t just read badges; talk to stand visitors to find out what they want.  Badges don’t always tell the whole story.  Also, do not dismiss visitors just because their current buying conditions aren’t right. Their situation could change and you want them to think of us first when this happens.
  • Definitely don’t just wait for them to come to you – if you see someone slowing towards the stand or showing any interest, looking like they are asking themselves what we do – APPROACH THEM!

When you are floor-walking the show - always remember you are still representing venuedirectory.com – there is no hiding as our branding is on our uniforms!! So etiquette continues as follows:

  • Do not solicit in the aisles. This is known as “suitcasing” and is often discouraged by show management – use your floor walk time to visit stands you have identified would be useful to you but do not approach visitors in the aisles away from the stand and pitch. 
  • Stay off other exhibition stands if they are busy – you may need to re-visit the stand but do not discourage genuine visitors by standing around chatting with other stand personnel – you would not like it if they did this to you.
  • When you arrange to re-visit a stand – make sure you agree a convenient time to do this – for both of you.

Breaks & Expenses

  • As you are on company time your general expenses will be paid for you. This includes:
  • Travel to and from the show – you will be advised in advance how you are expected to travel and this will always be the most economic way so you should be prepared to change trains if travelling by rail 
  • Overnight accommodation if appropriate to include breakfast 
  • Evening meal allowance of £20 to include dinners
  • Lunch allowance of £7.50 per day
  • Stand drinks if you are requested to do so by a director
  • Client drinks if you have pre-set appointments 
  • During the show, core stand personnel (as identified on the rota) will be expected to stay on the stand with comfort breaks when needed and a 30-minute lunch break as arranged on the stand with the stand manager
  • Any other drinks or food you choose to purchase during your time away will be at your own expense.
  • You will need to claim your expenses at the end of the month in which the show is held using the company’s Expense Claim Form