Training your booth staffers

If you want a quick to-do on how to train your booth staffers then this article is right up your alley.

For those who have exhibited previously you know one of the most important ways to ensure a truly successful exhibiting experience is the proper training of your booth staff.

Our author informs us your staff accounts for 90% of the "positive feelings" show attendees have about the show and your company. That number makes those representatives a substantial investment. Trade show attendees attend to become better informed about products and services they need. So they expect your booth staff to be knowledgeable and have the answers to their questions.

It's not enough to send your top sales reps and hope for the best. Engaging a trade show attendee takes a different approach than a typical sales call. You have to engage the attendee quickly and in a way that pulls them into a conversation. Simply saying "Hi. How are you today?" opens up the opportunity for the show attendee to say "fine" and keep on walking. You don’t have the time for small talk. All words should be focused and succinct and meant to engage the attendee to learn whether they are or are not a viable potential customer.

Our author offers a few steps your booth staff will progress through during the course of the show. The first is called appropriately “The First Cut”.

As mentioned previously, you want to send your "people-oriented" representatives, as well as those who know the most about your company. You should also look for enthusiastic, high-energy representatives who have a naturally positive attitude and an air of confidence. Because a large part of any type of sales presentation includes an element of consulting, your selected representatives must also be good listeners. For in order to address questions with viable answers your sales reps must hear what an attendee is saying or most importantly asking.

The second stage is “Sending the Message”.

Part of your show planning process is setting objectives. Realize what is going to be most important at that show. Do you want to take orders, build your brand awareness or introduce new products and gather leads?

Whatever your goals may be, make sure your booth staff understands exactly what they are beforehand. Arm them with “your” message(s). Empower them with information about your competition and your competitive advantages.

Remember the better organized and focused you and your staff are before the show the better your response from the attendees and possible future customers. A Smash Hit Displays love to consult for those customers willing to listen but we realize sometimes there is little time to speak during the day. Please consult our trade show tips and articles pages as you will most assuredly find some articles to better prepare you and your staff for upcoming shows. Always remember, we are here as a resource willing and able to set you above your competition when it comes to that all-important trade show!