Perception in business has never been more important, especially at the trade shows, where you have a small window to make a positive impression on your target audience. How you're viewed by attendees is what eventually determines whether your show is effective (or not). If you're going into trade shows with attendees carrying a poor perception of your brand, or no awareness at all, you're already way behind your competition. The greatest way to get noticed and win large is to surpass expectations and stand out among your aristocrats, which brings us to… The research team recognized 5 variables – Tangibles, Reliability, Approachability, Guarantee, and Responsiveness – that can either make or break you during connections with your possible or existing customers. Underneath, we'll show you how applying these qualities to your in-person interactions can help you influence buyers' opinions, exceed folks' expectations, and profit from your next trade show. The Bias Epidemic Have you ever seen the look on folks' faces while they're on the trade show floor? Frequently, it's a look of sheer, uncontrolled boredom, the result of attendees being blasted with sales pitches from exhibitors who view them exclusively as dollar signs. The core cause? Marketing bias, where exhibitors tend to emphasize their needs, rather than the people there. To set your brand apart, you must be eager to be Responsive – to take care of attendees' needs quickly and resourcefully. And needs change rapidly, which is why responsiveness is a vital factor in earning a buyer's belief. If you stay focused on discovering people's problems and displaying how your brand can be the answer, you'll spare many a thankful soul from "The Bias Epidemic” and you'll find yourself with tons of new leads! Promise to Guarantee Success Assurance branches from a customer's confidence that your company is capable and trustworthy. One of the greatest ways to raise buyer assurance at trade shows is to position your brand as an industry leader, whom others pursue out for their information and expertise. You can depict yourself as a leader by showcasing the depth of your product familiarity or providing valued insight into the nature of your trade. When trade show attendees think, “This is a brand that really knows what it’s talking about!", your consumer becomes more invested in their connection with you, and it creates the assurance they need to choose your brand when decision time comes.