When you have 200 – 300 other booths you are competing with for attendee attention, it can be disheartening. There is hope. Here are the three ways YOU as a small business owner can stand out at a trade show.

1. Be a Speaker

Being a speaker at a conference has very few downsides. You will be seen as an industry leader, trusted by the selection committee, and given a platform to sell yourself – without the sales pitch. Learn when speaker selection starts and submit your proposal early. Do NOT pitch your company or services until the last 3 minutes of your presentation. This should be limited to, here is what we do and here is the booth we are at if you want to chat more. Nothing turns attendees off more than an hour-long sales pitch on what your software can do for them.

2. Dress the Part

For a team of you, have branded attire such as shirts or name tags. If your booth has a theme, dress the part. I have seen people in full formal wear, others in hiking attire and more. One of the most memorable was a group that wore lime green suit coats. I still remember them and their product. If you do not have a theme you can dress too, then dress business casual is a good bet.

3. Be in the Moment

Engage with the attendees. A smile and asking how they are doing will stop most people. I will compliment jewelry, a fun scarf or other accessories to start a conversation. The group in the lime green suit coats, they were memorable because of the connection as well as the color.

Being in the moment means no phones or laptops unless they are used to collect leads. You have spent a lot of money on your show, use every minute you have and connect with as many people as possible. Remember that while not everyone is a lead now, everyone can be a lead or a referral later.

As a small business owner, you need to use your investment in the trade shows. Find a way to stand out and be memorable. This will help you to start a lasting relationship.