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What is the best opening line? 
A phrase that comes across as a genuine interest in the visitor will welcome the visitor to the booth. Avoid any language which comes across as a sales pitch. Encourage an open, non-defensive dialogue.

Some examples are:

• Hello, what are you looking for in [specify product]?
• What about our exhibit caught your eye?
• What information can I tell you about our [xyz product]?
• What type of products are you looking for at this show?
• How familiar are you with [say your company name]?
• How familiar are you with [say your company name] new products?
• What are your main objectives for attending this show?

Don’t read badges 
It creates an impersonal impression as if he or she is being qualified or evaluated as being worthy of your time. Rather, ignore the badge. Introduce yourself and find out why the person came by. In other words, put the visitor’s agenda ahead of trying to pre-qualify.

How to handle complaints 
People often complain because they want to be heard. In a sense, they are keeping the door open and may want to continue doing business with you. If a person brings a complaint to you do not take issue. Recognize that the person may expect confrontation. Try to elicit a positive reaction and thank them for their time and trouble. If you make a promise, follow up to make sure the situation has been resolved. 

How to handle multiple visitors 
Trade show attendees tend to perceive exhibits as a group activity rather than a one-to-one selling environment. When attendees happen upon our booth while you are in conversation with another, acknowledge the newcomers, invite them to join in, and make frequent eye-contact to keep them interested. 

Greetings from. . .
Bring pre-stamped postcards to your conventions and jot down personalized notes to your promising prospects. Be imaginative and tasteful. Local postcards and museum postcards are tried and true favorites. Send the prospect a quick line before the convention closes. 

Submitted by Jacqueline M. Seltzer, CTSM, CMP, CME
Bedford, Freeman & Worth Publishing Group

Jacqueline Seltzer is presently the Senior Conventions Manager for Bedford, Freeman & Worth, a textbook publisher, where she has been working with conventions and conferences since 1985.    She is an avid collector or snowglobes and lives and works in Manhattan.