Psychology

I’m really not getting the mind set of so many exhibitors on the UK show circuit.

I’m not talking about the owner operators and the small business types who rely on the events and push as far as they can to achieve the returns on the time and money invested.

I’m talking about the mid to large sized exhibitors whose stands seem to be inhabited by the equivalent of nautical industry zombies.

I never understand why having put in so much effort, time and expense, the whole experience for a customer can be defeated by a lack of interest.

Don’t think I am right? Go and walk a show in the mid-afternoon and see for yourself.

Being at an event should be great for a business and the showcase that springboards the business forward. But if the staff are to busy on the phone or laptop or just generally looking like they don’t want to be there, it’s really hard as a punter to approach and engage.

I fail to understand why so few of the people actually paying for the company to be at an event, walk around and check. Maybe it’s so normal that no one sees or cares. Well you should and if you had paid to get to and get into the show, you might see it differently.

It’s something I don’t see at international shows, so is it not so natural for us in the UK to be engaging with customers? I really hope not.

Maybe it’s more to do with our hands-off approach for the rest of the year, hiding behind emails, WhatsApp and god forbid taking to someone on the phone. Do staff understand that people buy from people?

Training? Kick up the arse? Either way UK teams, let’s find a solution and soon. 

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