Most exhibitors obsess over booth design and giveaways, but they forget the one thing attendees will actually remember: the people.
Trade showmanship is the missing ingredient. It’s the art of showing up in a way that’s engaging, magnetic, and purposeful.
Here’s how the best exhibitors bring that showmanship to life:
1. Presence Isn’t Passive
Just being in the booth doesn’t mean you’re present. Real presence means being engaged, not just available. That means putting the phone away, standing open and alert, and being fully in the moment with each person who walks by.
Where you position yourself in the booth matters too. If you’re camped out behind a counter or leaning against the back wall, you’re signaling disinterest. When you’re near the aisle, making eye contact, relaxed but ready to greet someone, you become approachable. You become a reason to stop.
If your people aren’t engaging, everything else you’ve invested in the booth loses its value.
The slower the show is, the easier it gets to stop being present. Discipline yourself and your booth staff to stay available and in the moment.
2. Energy is Contagious
The energy of your team sets the tone. Attendees can feel it from several steps away.
You don’t need to be bouncing around or putting on a big show, but you do need to show up with intent and excitement. Be genuinely curious about the people coming by. Be proud to share what you’re doing. The goal is to create a vibe that draws people in.
Low energy says, “We don’t really want to be here.” High energy says, “You might want to see what’s happening here.”
Tip: Bringing the right people makes a huge difference. The team players that are enthusiastic about events are worth their weight in gold.
3. Know Your Lines, Then Go Off Script
Every good performer knows their lines. However, the great ones know when to deviate from the script. Be sure to know the company messaging so that you are not caught like a deer in the headlights. Nothing says amateur hour like an employee who can’t speak to the product.
Your booth staff needs to know how to open a conversation, how to spark curiosity, and how to get to the heart of your message quickly. But it can’t feel rehearsed. The moment it sounds like a pitch, you’re tuned out.
Trade showmanship means having structure with flexibility. You need a strong opener and clear messaging, but also the agility to respond in real time, based on the person in front of you.
4. Play to the Crowd
Trade shows are live, unscripted environments. Some moments call for one-on-one engagement. Others become mini performances when a group forms.
If a small crowd gathers, don’t stay focused on just one person.Shift your delivery to include everyone. Step back. Raise your voice a little. Use body language that invites others in. These crowds create an attractive energy in the booth. Others will get FOMO and wonder what all the fuss is about.
Crowds also give you leverage. Presenting one to many gets your message out to more attendees and exposes your solution to a wider audience.
Showmanship is about reading the room. When it’s quiet, make it personal. When there’s a crowd, make it a show!
5. Leave Them With a Story
You can hand out brochures, but what really sticks is a story or a moment they’ll remember.
Maybe it’s a surprising metaphor that makes your solution click. Maybe it’s a bit of magic or a stunning visual that turns heads. Maybe it’s just the way someone on your team made them feel heard.
How can your booth be the one that attendees talk about at the end of the day and when they get back from the show?
Those are the moments that cut through the noise. When you leave someone with a feeling, not just a fact, you’ve done your job.
Closing
Trade showmanship isn’t about flash. It’s about purpose. It’s how you show up. It’s the difference between being ignored and being remembered.
When your team brings energy, presence, and curiosity to the floor, everything changes. You stop blending in and start standing out. And that’s when trade shows stop being an expense, and start to be a true investment.
