To ensure a top notch performance, begin preparing your booth team four to six months prior to the event. You will need the answers to the following questions:
- How many people are needed to staff the booth?
A number of variables need to be considered. How big is your exhibit? How long is the show? Will you need employees to give product demonstrations, work the hospitality suite, teach seminars, or supervise contests? Ensure you have enough staffing to have your booth manned at all times, while giving your team a break every four to six hours. No one can be ‘on’ for twelve hours at a time.
- Who are the best people to represent the organization?
Working a trade show requires a unique mix of skills. You want employees with excellent product knowledge, superlative people skills, killer sales instincts, and a warm, engaging personality. These people should be motivated self-starters, able to think on their feet and work with little or no direction.
- Has staff training been organized?
To ensure success, prepare your team with all the skills and tools they need. Training should cover assessing visitor types, asking qualifying questions, handling difficult attendees, lead generation and follow up, and many other factors.
- Has a pre-show meeting been scheduled?
Pre-show meetings play a critical role in ensuring that your team understands their goals and objectives, expected roles and duties, and is adequately supplied with background knowledge to handle any unexpected surprises. Use this time to clarify any areas of confusion and to address any staff concerns.
- Is the booth team familiar with the products or services being displayed?
To effectively sell products, you need to have thorough, complete product knowledge. Too many times, organizations send out rookie employees who only possess rudimentary knowledge. This is frustrating for attendees, who won’t come back to find another employee who might have an answer – they’ll go to the competition instead.
- Has a practice demonstation session been organized?
Never assume that your employees know how to use the products that they sell. It is entirely possible that they are not completely familiar with every feature, especially if you are introducing a new product. Take the time to thoroughly train your team, and have them practice demonstrating the product to familiarize themselves with the show floor routine.
- Will a technical representative be available to answer questions?
Depending on your product/service line, it may be entirely appropriate to send a technical representative to handle specific product questions. Train this person in the basics of salesmanship, but keep their duties largely relegated to providing technical answers. Make sure they are aware of the possibility of trade show espionage, to prevent them from sharing too much information.
