Relationships are king in European business. Authentic relationships. Authentic relationships built face-to-face (or mask-to-mask) over drinks and shared stories. They’ll learn about the nooks and crannies of your business before considering making any moves.
What does this mean for your European Expo Booth?
- Devote at least 20% of your booth to seated social space.
- Prep your sales team for a slower pace. Think getting-to-know-you, in-depth conversations versus hard sells.
- Serve refreshments. Coffee and tea service or beer and champagne may be right. Select accordingly and set the right tone for your booth.
- Consider offering food. Major players in every industry offer meal service, sometimes a full bistro experience. Even simple charcuterie boards can keep attendees seated longer.
- Earmark budget for this. It is worth it!
Be a DESTINATION. Want to go the extra mile? The most successful European booths entertain their visitors. I’ve see examples from full bands, to DJs to live art to acrobatics. Maybe there is a way to relate it to your products. Maybe it’s just a way to bond over a shared experience with a potential customer. Either way, you are establishing your prescence—laying the groundwork for success Euro style.
Stick with us. We know all the tips.