Inspired by recent experiences at an international trade fair, I’d like to talk about the “monologue”. It’s so easy to fall into this trap and I admit I’ve done it, too. You and your team have put so much effort into preparing a beautiful stand design, sourcing the furniture, aligning with the trade fair organiser regarding logistical details, inviting people to visit you….and now you’re excited to get started, to talk to potential clients.
A person approaches your stand, you welcome the person and start talking about your company: how you do it, what it is you exactly do, you maybe even say why you do it. You list clients you work with, highlight your marvellous colleagues from the design, product development, engineering team who can’t wait to serve this person, just send us enquiries and we will help you out.
What is missing, though, is asking questions. These should come first. You need to find out who you are talking to. What is it that this person really cares about, given the type of business he or she is in. And don’t just ask questions, leave space to the person to ask you questions. It’s so hard to do but essential in order to adapt your story, to make it relevant to the person you’ve welcomed at your stand.
Good luck with your next trade fair!