Nowhere is staff training more important than in preparation for a booth presentation. Because such a large number of connections and even sales can be made in such a short amount of time, expensive booth space at a well-attended trade show is no place for sloppy salesmanship. No matter how great a booth looks, nothing beats courteous and knowledgeable people to optimize those crucial networking opportunities and finalize those all-important sales. Make sure your company takes advantage of every penny spent on its booth by adequately obtaining and training its trade-show staff.
- Courtesy. Train your booth employees to be courteous, no matter what. Courtesy is the one quality that can take up the slack when all else fails. For example, if your staffer doesn’t know the answer to a question, courtesy and respect for the customer will likely be enough to suffice until the information can be obtained. Let the customer know that his or her question is important and valued, and that your company is overjoyed to have the opportunity to answer it, even if it might take a bit of research. It’s ok not to have all the answers—just be sure to make your customer feel that you’re thrilled to have been asked something you need to look up, and make sure that, in the end, you supply an excellent, well-researched answer.
- Knowledge. With that in mind, do try to be prepared with the answers to frequently asked questions. Give your staffers adequate background information, and make sure they understand the reasons behind this information. If an employee knows why as well as when, where, or what, then that employee will more likely be able to correctly answer many common questions.
- Professionalism. Make sure staffers always look, act, and sound professional. Have a dress code in place for your booth, and provide regular breaks to eliminate the unprofessional look of staffers with food and drinks. Provide advance training and role-play to reinforce what is appropriate to say and do around a potential customer. Never underestimate the positive effects of professionalism.
- Adequate Staffing. Do not get caught short-handed! If you suspect you might need extra employees on the day of the trade show, it might be a good idea to hire some temporary help. After all, you’ve already invested much time and money in your booth space—don’t risk sabotaging it simply by being understaffed.
For more information on booth-staff training, please don’t hesitate to contact us at your convenience.