It did not take long for Sonja Wood to get the hump walking around the West Kent B2B exhibition last month.

“I have said hello to every single stand and about three people have engaged with me,” said the director of Ecosan, a family business in Ashford which sells eco-friendly washroom products and makes mats from recycled fish nets and car tyres.

She had brought her firm’s new apprentice Jenni Holmes to the exhibition in Tonbridge to see what it is like on the other side of the stand before they exhibit at Kent 2020 Vision Live next month.

“You need to engage with someone to find out about them and give you the opportunity to sell,” said Mrs Wood, who has exhibited for the past five years. “It’s not just about expecting people to come to you.

“I don’t let anyone get past my stand without me engaging with them. You need to do it in the right way but it is important to stop passers-by.”

The prospect of speaking to strangers is a daunting task to many but it is vital at a business-to-business event like Kent 2020 Vision Live, which attracts 3,200 attendees and 300 exhibitors each year.

Nick Litton, joint managing director of Pembury-based Revolution Events, who organise the show, said: “One of the big things about an exhibition is the fact people are coming to you.

“They have taken the decision to come to the show to be sold to but they do not want to be cornered. You want a stable approach. You need to unearth the real reason people have come to the show.”

Part of the difficulty can come from trying too hard but putting “measurable goals on it, like 20 leads or 10 appointments” can be useful for a business, according to Mr Litton.

He said: “Have someone on your stand who can go for a coffee with clients. Also, have people on your stand who want to talk to visitors. Having the right staff who want to engage is important.”

An eye-catching stand is also important, as Buckland Media, based in Dover, proved at last year’s Kent 2020 with their Hawaian-themed cocktail stand. Sales manager David Spain said: “Events like this are a slow burn – it is about exposure.”

However, there is a danger of trying too hard. “Think how you are going to present your company,” added Mr Litton. “As a visitor walks along they will look for two or three seconds to decide whether to engage with your product. You don’t have to go mad on graphics. Less is more. A simple message and some literature is what you need.

“Think about having offers. A sign saying ‘Chance to Win’ grabs interest.”

Roger Hills, chairman of Maidstone-based creative agency Pillory Barn, said: “You have five seconds to deliver your message. Give some thought to who is the right person to represent your company. They should present themselves well, engage with visitors and make sure they are not too pushy.

“The worst is thing is if they sit there as visitors walk past.”

Top tips for your stand

• “Sometimes sales people are not the best ones to have on the stand because they just want to speak to clients they can sell to,” said Nick Litton, joint managing director of Kent 2020 Vision Live organisers Revolution Events. “People on reception are often the best because they want to be there and are happy to talk to people.”
• “It is so important not to judge a book by its cover,” said Ecosan director Sonja Wood. “Just because someone isn’t dressed in a particular way or maybe looks too young to have a business, that doesn’t mean they are not successful. Entrepreneurs come in all different shapes and sizes.”
• “Dare to be different and think carefully about your product or service to come up with ideas for a visually stunning stand,” said Roger Hills, chairman of Maidstone-based creative agency Pillory Barn. “You don’t need to overcrowd your stand with furniture, brochures and pop- up banners.”

. www.kent2020live.co.ukKent 2020 Vision Live, which celebrates its 10th anniversary this year, takes place at Kent Event Centre, Detling, on Wednesday, May 13. Entry is free. Register at

.www.kentb2b.co.ukThe county’s longest-running business show Kent B2B takes place at Ashford International Hotel on Tuesday, July 7. Entry is free. Register at