I've organised and attended countless exhibitions across various countries and industries. Along the way, I’ve witnessed both brilliant and baffling examples of what works—and what absolutely doesn’t work —on the trade show floor. I’m sharing some of that experience here in the hope it helps you boost your ROI and avoid a few classic pitfalls. Mastering trade show etiquette isn’t just about looking sharp in a branded polo — it’s the secret sauce that turns casual strolling visitors into real connections (and hopefully fewer awkward silences). This guide is loaded with common-sense tips, mild wit, and a sprinkle of charm to help you shine — from “hello!” to “here’s a lead we forgot to email back for 3 weeks.”

1. Create a Positive First Impression
‍
‍✓ Be Welcoming:
Smile like you mean it, not like you've just been told you're working Saturday. A friendly face is like a magnet.
‍
✓ Keep It Clean (the Stand, and Your Jokes):
If your booth looks like a storage cupboard exploded, people will keep walking. Tidy up like your mum is visiting and hide the coffee cups.
‍
‍✓ Start Conversations:
Don't just lurk behind the table like a trade show vampire. Say hello! Ask questions! Be interested in their problems (even if it's the 100th time you’ve heard it today).

What Not to Do (Unless You Want Your Booth to Become a Ghost Town)
‍
‍✘ Don’t Pounce:
You're here to make connections, not stage an ambush. No one enjoys being hunted for a business card.

‍✘ Do Not Leave Your Stand:
Leaving your booth empty is the trade show equivalent of putting a "Back in 5 Minutes" sign on your career. Stay present. Stay alert.
‍

The next two points are so common and, as far as I’m concerned, are the worst thing you can do on an exhibition stand, with the possible exception of being hungover from the night before and throwing up on a visitor.
You need to look approachable; if you’re busy with another visitor, a potential customer will come back. If you look like this, you’ll probably never see them again. It’s the equivalent of walking into a shop and finding the staff scrolling through Instagram behind the till while munching on a sandwich.
‍
‍Most people won’t complain—they’ll just walk away.

‍✘  Put Your Phone Down:
Unless you’re showing off your company’s new app, keep the phone in your pocket and your eyes on the prize (the prize being your potential customer).

‍✘ DO NOT Eat on Your Stand:
Fortunately, in the life sciences industry, events are typically structured around talks and lectures, which means exhibitors have dedicated breaks to grab refreshments. And yet… I still see people eating at their stands. Please—just don’t.

2. Effective Communication (Or: How Not to Waffle On)
‍
‍✓ Be Clear and Concise:
‍Nobody’s got time for a full TED Talk. Keep it short, snappy, and relevant — like a good pub anecdote. Say what you do, why it matters, and why they should care… preferably before the free tote bags run out.

‍✓ Listen Like You Mean It:
Nod. Smile. Listen. Don’t just wait for your turn to speak — this isn’t Question Time.
Show genuine interest and tailor your pitch.

‍✓ Follow Up Promptly:
After the event, follow up before they forget who you are — ideally while your chat is still fresher than a Greggs sausage roll. A quick, polite message goes a long way (and is far less creepy than popping up in their LinkedIn inbox three weeks later like a digital ghost).

‍Communication Faux Pas (or: Let’s Not Be That Person)

‍✘ Interrupting:
We get it — you're enthusiastic. But don’t jump in like you're buzzing in on University Challenge. Let them finish their point and don’t interrupt.

‍✘ Avoid Overly Techy Jargon:
Unless your target audience also speaks fluent Acronymese, tone it down.

‍✘ Ignoring Body Language:
If someone’s edging toward the nearest fire exit, clutching their brochure like a flotation device — it’s a sign. Read the room and take a hint.

3. Professional Conduct (Yes, You Still Have to Wear Shoes All Day, Sorry)

‍✓ Dress the Part:
You don’t need Savile Row tailoring, but leave the novelty socks at home. Aim for smart casual, emphasis on the smart.

‍✓ Be On Time:
Nothing screams “we threw this together in the car park” like turning up halfway through the first coffee break. Be early, set up calmly, and avoid sprinting in with a half-eaten croissant.

‍✓ Respect the Competition:
No need for shady glances at the booth next door. Keep it civil. You're not on The Apprentice. Compliment their set-up, then wow the visitors with your charm and knowledge (and hopefully better biscuits).

‍Professional Don’ts (aka The Things That Make You a Legend… for All the Wrong Reasons)


‍✘ Excessive Chit-Chat with Colleagues:
It’s tempting to have a gossip about the hotel breakfast or that one delegate who took six pens — but save it for later. Visitors first, office banter second.

‍✘ Breaking the Rules:
If the event says “no giant inflatable mascots” or “no karaoke demos,” best to listen. The events team has walkie-talkies. They will find you.

4. Enhancing Visitor Experience (Basically, Be the Booth People Want to Visit)

‍✓ Provide Value (More Than Just a Branded Pen):
Sure, freebies are fun — but give people a reason to stop, that’s not just the lure of jelly beans. Demos, expert chats, hands-on stuff — turn your booth into a mini experience, not a glorified leaflet stand.

‍✓ Be Present and Helpful:
Nothing says “we’re just here for the lanyards” like an empty booth or staff so deep in a group chat they’ve forgotten what daylight is. Be alert, available, and ready to help — like a friendly shop assistant, but without the awkward hovering.

‍✓ Ask for Feedback (and Mean It):
Got a new product? Trying a fresh pitch? Ask people what they think. It’s like market research, only free and often brutally honest (especially if you’re talking to them before their second coffee). Smile, nod, and take notes.
‍

Common Pitfalls (aka Ways to Ensure Visitors Quietly Pretend to Be on a Phone Call When They Walk Past Again)

‍✘ Don’t Overcrowd the Space:
Just because your stand technically fits 6 roller banners, 3 team members, a product display, and a coffee machine doesn’t mean it should.
Leave room to breathe. No one wants to do the sidestep shuffle to grab a brochure.

‍✘ Avoid Hard Sales Tactics:
Nobody enjoys being backed into a corner while someone recites your pricing tiers. Focus on building a connection, not closing a deal before they’ve even finished their Harrogate Spring Water.

‍✘ Don't Ignore Visitor Needs:
Some folks want the full tour. Others want to grab a sample and leg it. Read the vibe, tailor your approach, and don’t give everyone the same spiel like you’re reading from a script.


Final Word: Keep It Simple, Keep It Human.
‍Trade shows don’t have to be stiff or salesy. They’re a chance to showcase your team, make real connections, and (hopefully) enjoy a complimentary pastry or two. Be approachable, be helpful, and most importantly — don’t leave your booth looking like a rummage sale after lunch.