Successfully Training Trade Show Staffers

As a most overlooked aspect of trade show success, the process of training trade show staffers is vital to have a thriving booth come scheduled event exhibiting. At first glance, from any trade show attendee's perspective, the appearance of any company's booth is a deciding factor. Even more so, the attitude and demeanor in which a booths' staffers conduct themselves is observed -and in a sense, monitored- and most times is taken into account in terms of attendees deciding on stopping at a booth or just walking by.

To avoid trade show attendees walking by one's booth, there are a few things in terms of training trade show staffers that can be done to provide a welcoming and knowledgeable presence, one that any attendee can take notice of and feel comfortable approaching. Of the main training tactics one should focus on and embed into their staffers' mindsets and actions are ones outlining the way a trade show successfully unfolds. Instilling and methodically teaching the following concepts of engagement, qualification and presentation are great places to start.

It's All In The Approach

Trade show attendees don't typically just come to a booth. Rather, the booth and it's staffers bring the attendees and prospects to the booth itself. Grabbing an attendee is done through initiative and a humble approach. Yet, it's not as easy as one would think. Minus getting a dolled up woman to reel in trade show attendees, the responsibility of bringing in quality traffic is all on booth staffers.

Questions need to be asked to people walking by your booth, although not just questions such as "How are you today, Miss?" Questions such as these will induce quick, and most times, incoherent responses resulting in no further speaking. Instead of asking dumbed down, run of the mill questions, throw out a question that will strike up a conversation with the individual being targeted. Ask if they know of one's company. Ask why they're at this specific trade show. Be original here, it helps, but be curious too. Doing this may lead to chatting well and substantially with a very qualified attendee.

The Up and Down Process of Qualification

Check your attendee out. Not literally, of course, but do see if they're a fit for whatever product or service is being exhibited at one's booth. Check them out, head to toe. Do this by asking them questions to see if they're even at all interested in what one has to offer. Ask specifically what they're looking for at this show, or better yet, what the company they're working for does. Asking these types of questions identifies attendees and denotes if they're worthy candidates to pursue further conversation with or to cease conversation with. If they're not at all interested or not in need of the booth's product or service, it's best to politely back out of the conversation and hone in on others walking by.

Time to Present & Sell!

This is the moment where staffers can make their trade show booth shine, truly glisten individualistically against the rest. It takes purpose, personality and pizazz on the part of staffers to be successful here. Keep presentations concise, yet informative. Make the company message or intent clear and memorable. The point here is to present what one has to offer, to sell it well and to sell it to as many qualified leads as possible.