Staffing your Event or Exhibition Stand Effectively.   

You have spent money on getting to the tradeshow or fieldays, you have a great stand with vivid graphics and a ‘stop you in your tracks’ marketing message, so now you need to see some ROI. What’s that down to – luck, your products or your staff?

Well, to be honest, it’s probably a little bit of each, this is your golden opportunity to showcase the unique services and products only you can provide. Hundreds of people will visit your booth to gain insights into what sets you apart from the competition so make sure your exhibition booth staff don’t let you down.

Here are some quick tips to make sure your staff are as effective as possible:

Knowledge is Power

Take the time to ensure all your staff understand the services and/or products you are selling. There is nothing worse, as a consumer, than talking to a member of staff who is fumbling around the subject as they clearly have very little knowledge or simply do not understand the product. It’s awkward and it will probably cost you a sale.

Each booth member should be completely confident in the services you offer and should be able to give in-depth knowledge on what is being exhibited and how product demos are to be conducted.

Determine your Etiquette

Understanding who your target market is for a tradeshow or Fieldays, is key to success. The etiquette of your staff should correspond to the clientele you are hoping to attract. Products aimed at business executives will require a different etiquette to those aimed at farmers or children. Ensure your staff understand this and are able to connect on the same level to gain interest and maybe even a sale.

Attitude and Presentation

You will need to determine what approach your company will be taking on your booth and ensure everyone has bought into it. This approach is often determined by what you are selling. For instance, you may be all about presenting demos and products in a professional, concise manner or it maybe you want to be seen as a fun-loving company and your products are about enjoying life to the max. Whatever you decide upon, ensure your staff are ‘fit for purpose’ and not only look the part but their attitude is pitched perfectly.

As with all tradeshows, there are certain rules that you have to abide by so make sure your staff knows about yours. It may be obvious to you but for some staff, standing with their hands in their pockets and chewing gum is perfectly acceptable behaviour on your stand. It is often best if you just spell it out at a team briefing so you know that they have all been told. Things to include are:

1. No hands in pockets
2. No fidgeting with your hands
3. No chewing gum
4. No folded arms
5. No slouching at a table
6. No talking/surfing on the phone

Lead Generation

All staff should have a target to shoot for such as acquiring a set number of leads or interactions per hour. This target should be achievable and it may be worth having an added incentive for the best staff member on the booth. With this in mind, it’s not a bad idea to get your staff to rehearse dialogue, practise answering typical questions and performing demonstrations with you and each other. Time spent getting it right is time well spent.

Brief and Debrief

After months of planning for this show, it’s important that all your staff are singing off the same hymn sheet. Don’t just give them a briefing sheet and hope they read it, make sure you take time to sit down with all your staff before the event and go through what is important. Ensure they understand their targets, the product/services and the brand they are representing.

Make them feel an important part of your business and show your appreciation for them.

It’s all too easy to get sucked into the set-up of your stand, and not spend time with your staff. That’s why it’s a good idea to have your events/display company manage the setup, freeing you up to focus on staff training/briefing.

Afterwards, make sure you take the time to have a proper debrief. It’s ok to head to the bar and celebrate but before you do, take 20 mins to sit down with your staff and have a conversation regarding what went well and areas for improvement. This debrief does not have to wait until the end of the third day, do it every night so if something is not working on day one you can get it fixed ready for day two.

At the end of the show, always make sure you show your appreciation to your staff because without them your booth would not have been a success. Share some figures with them around lead generation or sales and if you did have an incentive for the best staff member then make sure you present the prize to the lucky person at the show. This way everyone sees that you keep your promises and can see that the show was a success.

If you need any advice regarding your exhibition requirements then give us a call, our expert sales team will be more than happy to help or arrange a no-obligation visit to the showroom and get inspired. Call us now on 0800 10 99 88.