think different pink

In Part 1 I talked about three of the six senses or “right-brain directed aptitudes,” that Daniel Pink refers to in his best-selling book, “A Whole New Mind” – namely, design, story, and symphony.

This week I’ll share information about the other three senses, empathy, play, and meaning, and how these relate to your trade show experience.

Empathy – the skill to understand and be able to put yourself in the position of your prospect, or customer – something so key on the trade show floor.  How often do your sales staff take the time or energy to truly understand the prospect’s situation? The more in tune they are with the other person, the easier it is to naturally adjust the conversation, and focus on what’s most important to them.

Play is about having fun.  How often does that get forgotten in business? How about on trade show floor?  To most people, the word “show”  means some form of entertainment. However, it’s very rare that I walk away from a booth feeling that people are having fun and enjoying what they do. Where is it written that doing business at a show has to be serious?

Meaning is about expression. It’s an opportunity to make a difference.  Your people can make or break relationships on the show floor. Do they make a difference? Are they proud company representatives? Do they show the industry they care about their company, products/services?

According to Pink, “few things can be more rewarding than connecting with someone by teaching something new, or sharing that which you feel is very important with others.” How does your trade show team make out in the connections department? Where is their focus – is it on what you’re exhibiting, or is it on the visitor, and what’s most important to them?

Lots of questions, and lots of food for thought!

Susan Friedmann, CSP, The Tradeshow Coach, internationally recognized exhibit marketing expert working with companies to increase their profitability at trade shows. Author: “Riches in Niches: How to Make it BIG in a small Market,” “The Complete Idiot’s Guide to Target Marketing,” “Meeting & Event Planning for Dummies” and many other titles. For more great information on trade show marketing strategies that work, and for a complimentary copy of “Exhibiting Success,” visit Click to download the “Riches in Niches” app.