Exhibitor Updates

Strategies to Sell More at the Show: How to Select and Train your Booth Staff

Attendees will remember more about your exhibit, and remember it longer after the show, if they’ve had a positive experience with your booth staff. Because your staff is such an important factor for a successful show, experts recommend that you select and train your staff to excel within the unique environment of a trade show.    

“Nothing pays off in qualified leads and positive company image better than a well-trained staff!" states Candy Adams (a.k.a. "The Booth Mom").  Adams recommends the following when selecting and training booth staff:

1. Recognize that your exhibit staff's knowledge and professionalism are the most memorable parts of an attendee's experience with your company. 
   
   
2. Determine your exhibit staffing levels (rule of thumb: one staff person per 50 square feet of open exhibit space), shift length (adequate breaks and no longer than four hours) and roles (sales, product management, PR, etc.) to be filled. 
   
   
   
3. Work with your management to get the most knowledgeable and enthusiastic staffers available.
   
   
   
4. Communicate to these staffers your company's measurable show objectives, messages and personnel logistics during a mandatory pre-show training session.
   
   
   
5. Determine who will train your exhibit staff.  There are three options:
   • do it yourself with the help of other corporate staff;
   • purchase exhibit-staff training tools; or
   •  bring in a professional exhibit-staff trainer to provide customized pre-show training, role playing and in-booth coaching.
   
      
   
6. Plan an in-booth orientation session for all staff to discuss your exhibit layout, promotions, collateral, demonstrations, the lead-capture system, schedules, attire, badging, transportation, location of show hall entrances, concession stands and restrooms.
   
   
   
7. Plan an off-site meeting to review confidential company strategy, objectives, messages, products and show specials offered.
   
   
   
8. Review with your staff the attendee-interaction process, from greeting and engaging to qualifying and demonstrating to recording lead information and dismissing.
   
   
   
9. Include a basic "boothmanship" etiquette review. Communicate your rules: i.e., no cell phones/Blackberries, no food/beverages/gum while working, no sitting in your exhibit, no negative body language and no huddling with other staff.  
   
   
   
10. Stress that TIME is your biggest competitor at the show. The goal is to move attendees rapidly through the interaction process toward committing to a follow-up, not to actually close sales at the show.  

The following resources will also help you select and train an effective exhibit staff for your next show:

Ten Topics to Cover in your Pre-Show Meeting
http://www.exhibitoronline.com/exhibitormagazine/article.asp?ID=729

Exhibit Orientation
http://www.exhibitoronline.com/exhibitormagazine/article.asp?ID=950
Tips for Engaging Attendees and Opening the Conversation (pdf)
Approaching Prospects on the Show Floor (pdf)
Once the Conversation is Over – It's Over! (pdf)

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