The Problem: Great Exhibition Stands Aren’t Enough Anymore
Gone are the days when a “wow-wee” exhibition stand design alone could pull in leads. Yes, it helps attract attention and convey your message, but that’s where it stops. To harness the true power of exhibitions in an era where we have been through lockdowns, virtual meetings are the new norm and trust is at an all-time low with the introduction of AI, what happens next is what really counts.
80% of what people remember about an exhibition stand are your staff so it’s up to your people to connect, engage, and create an experience visitors remember.
Why Human Connection Still Wins
Imagine you’re at a car dealership. Sure, you could read the spec board (or check reviews on your phone), but what you really want is to talk to a real person. You don’t want to hear an endless list of sales features, but for a human to cut to the chase and tell you the difference between models and give honest feedback.
It’s their personal side notes and experience crave. Their honesty, and real-world experience makes all the difference. No matter how hard you try, that kind of interaction can’t be replaced with technology, automation or clever booth gimmicks.
A handshake, a genuine smile, and authentic conversation feel real and genuine and that’s why exhibitions will always hold their place in the sales mix.
Where Exhibitions Go Wrong
For some reason, exhibitions are often treated as an anomaly, a “pop-up storefront” separate from a company’s normal customer experience. That mindset is what keeps brands from getting real ROI.
The truth is, the most meaningful conversations on the show floor are usually the starting point of sales that happen weeks or months later. When those moments feel genuine, they spark relationships that last far beyond the event.
Authenticity is what cuts through all the jazz hands, flashing lights, and sales scripts.If a car salesperson can win trust by telling you not to buy an unnecessary extra, imagine what your team could do by being equally honest.
Authenticity Is a Competitive Advantage
We all know the difference between a fake smile and a genuine one.If we don’t layer authenticity into our show-floor interactions, we might as well stay at home.
In today’s busy world, being genuine has become a skill. It means slowing down, being present, and genuinely giving a damn. To stand out, you have to behave differently.
Here’s what most exhibition visitors expect and how you can break the mould.
Typical Exhibition Behaviour
- Salespeople stay inside the stand, visitors hover in the aisle
- Salespeople pitch while visitors brace for it
- Every aisle looks the same, just different logos
- Contact details are collected and never followed up
Sound familiar?
The Solution: Bring Back “The Human Factor”
To stand out, you’ll need to reintroduce what we call The Human Factor. That means balancing qualification and connection where you value your time while still showing genuine interest.
You don’t have to become everyone’s new best friend. But you do have to be human.
Here are seven ways to ramp up your authenticity at exhibitions:
1. Show genuine interest in building a relationship
Don’t think of visitors as leads – think of them as people with a families and a lives outside of their work
2. Ditch the counter
A physical barrier creates a mental one. Step out, start conversations, and drop the “us vs. them” mentality..
3. Speak from real experience
Explain firsthand the difference between your products or service.
4. Focus on problems you can solve
Less selling, more helping. Ask questions that uncover what your visitors actually need.
5. Smile like you mean it
Authenticity shows in your eyes. People really will tell the difference. Go test it in the mirror!
6. Never say “Hi, can I help you?”
This is the fastest way to close a conversation thanks to preconditioning.
7. Make your space feel welcoming
Use your exhibition stand design to create a relaxed, open environment. People linger where they feel comfortable.
Your People Are the Brand
Your exhibition stand is only as strong as the people representing it. You can connect with the world through online meetings and social media, but nothing replaces face-to-face conversation.
After all, “rep” stands for representative. Your team doesn’t just work the stand. Your people really are the brand.
They’re the ones forging relationships, but also the ones who can break them if the experience feels inauthentic.
At The Exhibit Company, our own team is proof of that philosophy. Clients choose to work with us not just because we deliver what we promise, but because they like us and trust that we’ll always do what’s best by them.
Authenticity Builds Relationships and Results
Exhibitions aren’t just about what people see they’re about what they feel. Ever noticed how it’s hard to get as excited about a photo when you weren’t there? This is why video content does so well.
Your team will be remembered when they show up with authenticity, curiosity and genuine intent.
How will you use your next exhibition to showcase your team’s personality and strengthen your relationships?