Today’s prospective new clients are nervous – they’ve just been witnessing a global financial downturn with banks folding, giant companies declaring bankruptcy, workers getting laid off and the stock exchange dropping. Whether your product is a computer game or an electric car, when you have a display at a trade show you are selling you. That may sound a little odd, but the whole point is that potential clients have to trust you. It’s all a matter of body language. When they see you standing solid with your arms folded across your stomach, they get the message ‘Stay away – this is my territory!’. It’s up to you to approach prospective clients and to welcome them to your display. They must feel that they are wanted.
