| Visitors from abroad who attend trade shows | | | | aware that their foreign trade show guests |
| here in the U.S. are usually higher level | | | | may stand closer than normal. |
| management and executives with a greater | | | | |
| level of authority and responsibility for | | | | Establish a relationship first, and then do |
| their company's buying decisions. But | | | | business |
| understanding their business and | | | | |
| interpersonal protocols can be a problem | | | | Many international business executives prefer |
| since the U.S. trade show exhibitor is often | | | | to establish strong personal relationships |
| unfamiliar with foreign customs. | | | | prior to doing business. Respect this |
| | | | protocol and have your trade show exhibit |
| Business etiquette varies from country to | | | | staff engage in getting to know their trade |
| country which compounds the domestic trade | | | | show exhibit guests on a personal basis prior |
| show exhibitor's dilemma. It is, therefore, | | | | to beginning the business cycle. |
| important to learn how to deal with foreign | | | | |
| visitors on an individual basis to properly | | | | Introduce your international trade show booth |
| engage and sell to them at your trade show | | | | visitors to your top ranking executives in |
| display. | | | | your trade show exhibit. Many foreign |
| | | | visitors expect to meet the highest ranking |
| According to Matt Hill, an exhibit staff | | | | executives first. Also, out of respect, be |
| trainer and president of The Hill Group, in | | | | sure to read their business cards front and |
| San Jose, California, in order to engage and | | | | back and hold with both hands. |
| qualify international trade show booth | | | | |
| visitors, your trade show booth staff needs | | | | Avoid colloquialisms. Metaphors, sports |
| to master the following people skills. They | | | | analogies, slang and regional expressions are |
| are: | | | | confusing to the international trade show |
| | | | guest and often do not translate well. |
| Do some research ahead of time on the | | | | |
| business and social protocols that you will | | | | Hill has conducted trade show trainings for |
| expect to see at the trade show. | | | | many companies for shows around the world and |
| | | | close by to home at the Henry J Kaiser |
| Be polite and sensitive to the trade show | | | | Convention Center in Oakland, the Moscone |
| visitor's conduct. | | | | Center in San Francisco, and the Convention |
| | | | Centers in Santa Clara and San Jose. He has |
| Be mindful of the trade show visitor's | | | | trained Silicon Valley companies |
| individual mannerisms. Be careful to notice | | | | headquartered in Fremont, Hayward, Cupertino, |
| how long they hold eye contact and how they | | | | Milpitas, Palo Alto, Santa Clara, Sunnyvale, |
| greet you, whether with a bow of handshake. | | | | San Jose and beyond to Sacramento and |
| Respond in kind and do not overdo a bow or | | | | throughout Northern California. |
| make prolonged eye contact. | | | | |
| | | | He believes that developing people skills for |
| Keep the Proper Distance | | | | your trade show booth staff is essential in |
| | | | dealing successfully with international trade |
| Personal space varies. Different cultures | | | | show visitors. The more you understand your |
| have different norms for physical proximity. | | | | foreign trade show visitor's customs, the |
| In the U.S. when you're having a one on one | | | | better your chances for business success. |
| conversation, the personal space is usually | | | | Your primary goal is to have every visitor to |
| between 18 and 30 inches. Other countries may | | | | your trade show booth have a positive |
| have a different idea of how far or close to | | | | experience. |
| stand. Your trade show booth staff should be | | | | |