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How to sell yourself at your tradeshow booth

Your tradeshow booth is already doing a lot of the showing, but who’s doing the telling? Even though a picture may be worth a thousand words, as the saying goes, it’s nothing without the right story. This is where you come in. Exhibit builders put your vision into a display, now it’s your job to share that vision along with your product or service. As a tradeshow exhibitor, though, you’ll notice that not everyone wants to hear about your company and that’s OK.

Here are some tips to become a better salesperson at your next tradeshow:

Be Empathetic

You have been to many tradeshows, as an exhibitor and as an attendee, so you know both sides of the story. How often did you go to a tradeshow where representatives hounded you to visit their booths? Did you end up visiting? Probably not. In the same vain, it’s important to allow passersby to proceed unhindered to the exhibits in which they do have interest if they do not show any interest in yours.

Solve a Problem

Your product caught someone’s attention because it might serve a purpose in their life. Listen to their needs and describe how your product or service can solve their problem. How does your product address their need? Speak to your product or service with information not already displayed on your standing banner or table top accessory.

Be Inquisitive & Inventive

After speaking with an attendee, you may come to learn that your product doesn’t directly help them. Be prepared with some skillful questioning (this means you need to listen attentively) so that you can uncover a potential application.

Selling Outside of the Booth

A lot of people fail to realize that the selling process doesn’t occur only at the booth. Whether you’re taking a break or walking to the restroom, strike up a conversation with someone. Ask what they came to the convention for; figure out what they need. Most importantly, be genuine. If your product or service seems like something they’d be interested in, let them know. And make sure you exchange business cards.

How have you been successful at selling your product or service? What are your tradeshow secrets?

Share them at

Charles Beshears is the owner of National Trade Show Displays, a company offering products and services designed to minimize tradeshow budget constraints. Beshears is committed to providing high-quality products and even better customer service. For more information, visit


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