Trade Show Magnetism
How to attract and influence others more positively.
By Diane Parente, AICI, CIP

• Stand rather than sit to show energy and enthusiasm and that you are interested in people visiting your site.  When you sit, it appears that you are tired and disinterested.
• Greet people pleasantly with a warm, yet not exaggerated smile, and a firm handshake when appropriate. Please avoid the big smile looking as if you are advertising how white your teeth are.  An overly exaggerated smile, unless it is natural, can look like a fake.
• Eating at the booth may be a necessity due to the long hours. Try to avoid greeting people while chewing on your food. When you finish eating, make sure you check in the mirror to make sure you don't have any of the remains left in your teeth.  Haven’t we all be talking to someone and then checked in the mirror and oops discovered a piece of lettuce or tomato lodged in our front two teeth?
• Dress in clothing that is comfortable and resembles the colors, style and brand of the company.   It would be advisable for all of the employees who work the show to dress in a similar style so people can easily identify them.  A word to the wise make sure the clothing is not so tight or revealing that it shows lots of skin and every curve. Remember you are selling the company’s credibility, not yourself. 
• As for grooming, wear your hair in a style that is natural and shiny with plenty of movement.  Keep hair away from face so the people can see your eyes and expression. You want the makeup to have a natural glow, not an advertisement for a New York runway fashion model. Keep the nails buffed and on the shorter side, with a French manicure or in a neutral color. Your hands will be on display all the time while handing out brochures or business cards.
• Keep jewelry to a minimum to go with the natural wholesome professional image; for example a ring, earrings and watch.  When you are talking to the visitors you do not want to have any distractions. 
• Always keep your booth neat and tidy, just like you would your home or apartment.  You and the booth are the best advertisement for the business 

Think of the trade show as an opportunity to communicate how wonderful your space is and what you can offer the public.