The Importance of Being Genuine

May 24, 2014

Lisa Apolinski

Lisa Apolinski is a professional speaker, blogger, and digital strategist. With her company,, she works with event managers to get their message to attendees, particularly through digital channels, on and off the show floor.

You have probably heard that it is important in the event industry to be genuine.  And while that makes sense, many sales people hold back a bit. 

When it comes to your staff at your trade show booth, the need for a genuine interaction is vital.

Attendees are purchasing from you as well as the company.  This key point is oftentimes missed.  When an attendee comes into your booth, the staff on the show floor become the embodiment of the company.  So, the attendee is deciding to purchase based on the interaction of an individual sales person as a representative of the company.  And when they are purchasing from a person, they want to feel that connection.

Attendees want to buy from someone they can trust.  Attendees will trust the products and services of a company if they can trust the sales staff.  The quickest way to get to a trusting relationship is to have that genuine engagement they can feel good about.  If at any time they feel the engagement is fake or staged, it will undermine credibility.

Attendees are looking for a partner, not a salesperson.  With digital channels and the internet, prospects are no longer bound by location.  This means they have their pick of companies with whom they can do business, and they want someone who can be a partner for the long haul.  Genuine interactions provide the catalyst for that partnership.

Don’t miss the importance of being genuine when you interact with your trade show attendees. 


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Partner Voices

Business success — you may think it’s all about the bottom line, but savvy CEOs like those at Apple, Starbucks and IKEA know otherwise. Although profits play a big role, it’s also important for companies to be socially responsible by considering their impact on the environment, their local economy and their customers. One way that companies can practice corporate social responsibility (CSR) is by incorporating it into company events.