International Exhibiting Is Bigger Than Ever.

Greetings Exhibitors & Show Organizers:

2006 might well be the year to spread your wings globally. International exhibiting is bigger than ever. Not only are more American companies exhibiting abroad, but an increasing number of foreign companies are setting up booths at trade shows over here. This creates many exciting opportunities – but it also comes with some challenges.

Clear communication is the key to trade show success. This can be difficult to achieve when you’re talking with someone who may speak English well, but not as a first language. Here are 6 tips to ease communication:
1. Slow down.
Most Americans speak far too quickly, making comprehension difficult.

2. Avoid slang.
This includes sports jargon, colloquialisms, and metaphors.

3. Use humor sparingly – especially sarcasm!
It is far too easy to cause misunderstandings and give offense while trying to be funny.

4. Watch body language.
Often people will give non-verbal cues that they’ve lost the thread of a conversation. Ask if they understand, and offer clarification.

5. Hire Help.
Consider using an interpreter to ensure clear communication. One with a clear understanding of your product and marketing objective is worth his/her weight in gold!

6. Translate.
Handouts and brochures can be printed in any language but use a native to help you with the translation.

Wishing you much tradeshow success!

Susan Friedmann, CSP
The Tradeshow Coach

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email: susan@thetradeshowcoach.com
phone: 518-523-1320
web: http://www.thetradeshowcoach.com