How to Make a Good First Impression at Trade Shows Here's what you need to know to create a good first impression time and time again, over the long hours and days that you’ll be at the trade show. •What's for sale here? Secret: People have to "buy" you before they can buy your products. Your company might make computers or luxury automobiles. You might sell scrub brushes. You could retail the finest gems found on the Indian, sub-continent. It doesn't really matter. When you're at a trade show, what you’re selling is. Today's buyers are nervous. They've been through the dot-com bubble. They've seen Enron blow up and corporate scandal after scandal. Yet they still have to do business. How do they know who they can trust? There will always be a due-diligence component to business, but a surprising amount of decisions are made by people “trusting their guts". During those crucial first few minutes when you’re checking out the attendees, they're checking you out. They are perhaps unconsciously assessing what they perceive as your intentions and motivations. Few people believe they can get a good deal from someone they do not believe to be a good person. •Can you hear what I'm saying? Secret: People won't come in if your body language says "Go away!” Non-verbal communication plays a huge role in creating first impressions. Attendees are constantly watching. If your body language conveys the fact that you don't want to be at the show, would prefer not to engage with attendees, or are just going through the motions, they'll pick up on that and go elsewhere. Standing at the corner of your exhibit your arms folded tells attendees "Stay away! I'm on guard.” Sitting down, flipping through a magazine, or chatting with colleagues says" I've got better things to do.” All together, it means" You're not important to me", even if you ask the attendees what you can do for them today. •The wall of noise Secret: Focus on the attendees You have to approach attendees and welcome them into your booths. Unfortunately, many staffers take this to mean that they must offer a constant stream of conversation, from the welcoming hello to the assurances that "We'll be in touch! as the attendee hurries to a calmer, quieter exhibit. Talking is important, but listening is more so. Shift the focus from your own sales spiel go actually listening to the customer and you’ll find your results are immediately improved. Ask attendees questions, and listen to their answers. Give them your full attention. Hear what they 're saying and offer appropriate responses The fact that you stay focused on the attendees and are committed, however briefly, to solving their problems, is one of the easiest and most effective ways to create a positive first impression. It sets a good precedent, showing your client how you will do business with him further down the road. You're laying the foundation for establishing a positive, profitable relationship These three secrets will do you good in the trade show environment, Remember that, to begin a new relationship, you must first create a positive impression. Be mindful of the fact that people need to trust you before they do business with you, avoid off-putting body language, and listen more than you talk. And then you'll be well on the road to starting a new profitable relationship.