How to Look Confident at Your Next Trade Show

It’s well known that people like confidence, especially in a professional setting like a trade show. Dressing smart, looking people in the eye and having an “I’m ready to help” demeanour will instantly create a sense of trustworthiness in the visitors.

Here are 7 tips to help you feel and look more confident at your next trade show.

Don’t fidget, it’s a dead giveaway that you are uncomfortable, relax and stay present, find something or someone to focus on.

Open body language comes more naturally to some than others, however it’s a skill that can be learned. Standing or sitting up straight is a good place to start, as posture can instantly change how people perceive you.

The next time you’re in a social setting, try to pay attention at who you notice first. Your gaze will likely fall on the people who sit or stand up straight. This is the same in an exhibition hall. Attendees are more likely to visit a stand when the staff working the floor practice open body language.

Keeping hands visible and relaxed, squaring your shoulders towards the person you are talking to, and avoiding crossing arms or slouching are simple changes that can improve your body language.

Knowing your script doesn’t mean reciting information like you’re trying to remember lines of a play. Rather, it’s making sure you are confident in explaining your products or services to someone who might know nothing about your company.

Knowing the information and being able to explain it are quite different. It’s about understanding the “why” and “how”, and being able to explain it to potential clients.

To practice this, explain to someone with no knowledge of what you provide and get them to ask you “why” and “how” questions. Then get them to explain it back to you. This should help you identify your knowledge gaps and ultimately help you create your “stand script” to use at the show.

Most people know that as a sign of respect, it is good to look people in the eyes when talking to them. However, maintaining eye contact can help do a lot more than just show respect.

Maintaining eye contact shows you’re interested, engaged and actively listening, crucial when building a rapport with a client. Looking away too many times or not looking at all can make you appear shy, nervous and uncomfortable, instantly putting up a barrier between you and the person you are speaking to.

To achieve “The Perfect Balance”, many use the Pareto Principle. The Pareto Principle, also known as the 80-20 rule, states “80% of outcomes come from 20% of input”. If we put it into context, in 80% of the conversation, eye contact should be maintained, while 20% should be spent looking around.

Another thing to think about is the pitch, tone and cadence of your voice.

A higher-toned voice is often associated with feeling nervous, especially when paired with a fast pace and inconsistent pitch. Lower toned voices are generally associated with dominance, competence and stability, allowing you to come across as knowledgeable, confident and trustworthy.

For example, from a finance point of view, a higher-pitched voiced is perceived as being more financially trustworthy and cooperative for simple, low-risk scenarios. Whilst in scenarios that are more high-risk, lower-pitched voices are preferred. This is the same in exhibitions. Attendees look for the people that seem calm and confident.

It is important to remind yourself that you were chosen because your company believes you can represent the product or service.

Remembering you’re the expert means trusting yourself, but it also means trusting your team at the show. It means being confident in what you DO know and trusting that your team will be able to support you when you need it.

If you want reassurance before the show, talk to your colleagues and set up a plan. Identify strengths and weaknesses and establish who will cover which topics. This ensures that visitors talk to the right people, keeping the stand running smoothly.

An important part of feeling confident is dressing confidently.

Trade shows often have unspoken dress codes. You don’t want to be over- or underdressed at the event.

Dressing appropriately for the occasion helps, but you could take this a step further. Dress like you’re the boss. Wear your favourite blazer or a new shirt, choose something that lets you feel confident, move freely and feel at ease.

Nerves can get the best of anyone, especially in such a busy and overwhelming setting, so remember to slow down and breathe.

If things are getting too overwhelming, take a moment for yourself. Take a few deep breaths, drink some water and reset. Giving yourself time to recharge will help you get back on the stand feeling focused and ready, making you look confident.

Feeling confident isn’t only about how you look, it’s about giving yourself enough time to understand what you need to feel comfortable, calm and prepared before your next show. Whether it’s choosing the right outfit or preparing the messaging, or both.

At Quadrant2Design, we specialise in creating exhibition stands that capture attention and engage visitors. If you’re looking for a stand that visitors remember long after the show, we’re here to help. Contact our design team for a free, no-obligation proposal at design@quadrant2design.com or call 01202 723 500.