Training Your Trade Show Booth Staff
- Pro-Branding
- Feb 26
- 4 min read
TRAIN YOUR STAFF OR REDUCE YOUR LEADS BY HALF
The impression made by your booth staff on attendees will greatly affect their initial perception of your company. Whether this experience is positive or negative depends on how well you prepare your team.
When selecting staff for your booth, opt for individuals who are naturally likable, knowledgeable, and approachable. If your technical expert does not possess these qualities, utilize their expertise only in specific situations when necessary.
Creating a positive first impression is essential. When a participant is greeted by a courteous staff member and feels comfortable and engaged, it becomes possible to introduce them to other team members who may be less sociable but possess greater expertise, if needed.
When to Train Your Staff
Staff training must be completed before the event. Addressing it during the flight is inadequate. You should either conduct a training session personally or hire a trade show staff-training expert to assist.
How to Train Your Staff
If you choose to do it yourself, here are some tips that can help:
Develop a comprehensive action plan for the event. Ensure that all participants are aware of the company's objectives for the event and understand the purpose of their presence.
Clarify the roles each individual will assume while at the booth.
For instance, if someone is designated as a greeter, provide them with a specific introduction script.
Determine who will be responsible for tasks such as scanning badges, collecting lead information, or managing social media activities.
Adhere to the dress code.
Consider whether team members will wear coordinated attire, such as matching pants, shirts, and shoes. This can enhance team visibility and convey a professional image to visitors.
Review the schedule.
Implement scheduled time slots for booth staff to ensure continuous coverage. Breaks are essential, and it is crucial to avoid leaving the booth unattended.
Plan for restroom, lunch, and rest breaks to maintain staff energy and appearance.
Avoid overworking staff, as it can negatively impact the effectiveness of your trade show participation.
Identify key VIPs.
Ensure that each team member is familiar with the target market.
Develop distinct strategies for engaging with qualified and non-qualified leads.
Additionally, train staff on lead qualification techniques.
Timing is crucial. Whether you have hired a trade show presenter or are handling it yourself, your team must be adept at managing a crowd. Once a presenter draws the audience into the booth, your team should promptly gather information and qualify leads. Any delay could result in lost opportunities.
Avoid saying, “I don’t know,” without further action. If a staff member cannot answer a prospect's question, they should respond with, “I don’t know, but let me introduce you to someone who does.”
On the first day of the show, ensure everyone arrives together or at a designated meeting point. This will help your staff locate the convention center and your booth efficiently, preventing any delays due to navigation issues.
Establish booth guidelines to ensure smooth operations:
Refrain from using cell phones unless capturing event photos with attendees for social media marketing. A booth where staff are absorbed in their phones is unwelcoming.
Avoid consuming food or drinks in the booth. Reserve eating and drinking for break times. Bottled water is acceptable but should be consumed discreetly.
Engage with attendees rather than only conversing with colleagues. There will be ample time for internal discussions back at the office.
Maintain an inviting demeanor. Smile at attendees, face forward, keep hands out of pockets, arms uncrossed, and maintain eye contact. A warm appearance attracts more visitors.
Adhere to personal hygiene standards. Staff should present themselves well, with manicured nails, fresh breath, and a pleasant scent. After extended periods on the floor, personal awareness regarding hygiene can diminish.
After meals, staff should brush their teeth. Unpleasant breath can deter attendees. Keep mints readily available.
Staff should have deodorant accessible in the personal belongings area. Those prone to perspiration might consider bringing a change of shirt for midday.
How to Keep Your Staff Happy
Please advise them to avoid wearing new shoes at the trade show, as standing for nine hours in new footwear can become extremely uncomfortable.
Keep an emergency kit in the booth. Include simple things that you might need like:
A mirror
Face and hand wipes
Band aids & first aid ointment
Breath mints
Safety pins
Duct tape
Aspirin, cold medicine & allergy medicine
A small sewing kit, etc.
Ensure your booth is equipped with floor padding to prevent prolonged standing on hard concrete surfaces. This measure is crucial to protect the feet and spine of you and your staff. Maintaining comfort is essential for your team to remain approachable and maintain a positive demeanor.
Ensure there is a designated, secure area within the booth for personal belongings such as jackets, purses, and bags. This area should be concealed from attendees to maintain a tidy and professional appearance.
Have a staff meeting at the end of each day. Discuss what went well, what worked, and what did not. Have an open discussion about what everyone can do to make the next day even better than today.
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