Booth Staff Basic Training – Quick Tips for Trade Show Success

Apr 12, 2011

While these tips may seem basic, they can make all the difference in increasing buying conversations with your prospects:

Greet then Meet – A warm greeting, with good eye contact, makes attendees feel welcome to enter your trade show booth. Chances are that attendees will appreciate the fresh approach after being bombarded by caffeine induced elevator pitches all day. Plus, there are opportunities to listen to what your clients and prospects really need. When making a point, use booth graphics and literature to tell the story and reinforce your message.

Also, don’t be tempted to stand in a busy aisle having a conversation. The noise and traffic will be too distracting for effective communication.

While it is always nice to run into industry friends at these events, a quick hi can turn into a long trip down memory lane. Avoid the temptation to talk to industry friends in the booth or aisle way, unless they have a lead of course!

The Table Trap – A table is a barrier to communication. No matter how tempting, do not sit or stand behind the table. Recently, I was attending a show and asked several company reps. how the show was going for them. Every person but one said that they were excited by the increase in attendance vs. the previous year! The only noticeable difference between the positive reps and the disappointed rep is that he was complaining as he slouched behind a table.

Always turn the table to the side of the booth so that your space is open and welcoming. Also, the table placed on the side of the booth will detract random attendees from easily grabbing expensive promotional items and fleeing.

Driven to Social Distraction – While engaging in social media activities, like Twitter, can increase booth traffic, avoid texting, tweeting, calling, emailing while in your booth because basically you are giving a signal that whatever you are doing is more important than greeting a prospect/client. Some visitors may even feel that it is rude to interrupt you and plan to return to your booth, only to run out of time.

Always find a lounge/break area to conduct any necessary mobile communications. Just be sure that someone is still in the booth. You never know when your best prospect will be walking by. An empty booth equals apathy.

While in the break area, or anywhere outside of your booth, take note of everyone’s badges. Opportunity can strike outside of a booth, even while sitting! People are generally more relaxed when taking a break and will freely talk. Casual conversation regarding the show can also lead to increased opportunities.

Munching Manners – Ever notice that the one time you pop a piece of hard candy in your mouth, someone arrives out of nowhere and asks a question? While an immediate sugar rush seems like the best way to get you through a slow afternoon, you would be better off taking a quick bite or two of a protein bar, away from the booth of course, in a break area where you can keep prospecting.

Get a Date – Preset as many appointments as possible prior to the show. Then you will feel like you are being productive. Don’t forget to bring your planner of choice to schedule a follow up on the spot!

Dress for Success – While casual business attire is popular, keep in mind that a professional, tailored approach is always best. Also, be aware that trade show venues are either extremely hot or cold. So avoid turtle necks and bring along a jacket.

Standing on show floors, even with the best quality of carpet and padding, is tough on everyone’s feet. Comfortable shoes are a must to keep you from avoiding the less than professional slump over a chair.

Attitude is Everything – Even the most energetic rep will feel tried from being “on” for three days straight, not to mention little to no sleep from the all important “networking” evening events.

So, always remember to smile because the show must go on!

What are your favorite trade show booth staff training tips?

Tags: booth staff training, trade show, trade show booth