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