With the many intricate details that go into creating the perfect trade show display, it can be easy to unintentionally overlook one of the most important components of successful trade show exhibits - effective staffing! Selecting and training competent representatives is just as important as choosing the right type of trade show booth. If your staff members are unprofessional or lack knowledge of your product, all of your hard work and preparation can easily go to waste.
Providing adequate training in advance is only the first part of the equation when it comes to orchestrating a winning trade show booth. There are many factors to take into consideration when preparing to staff your upcoming exhibit.
Establish Rules And Guidelines
The representatives you choose to work your booth will be the face of your company for thousands of attendees. That's why it is so important to take the extra time for in-depth training before they leave for the show. This one step could truly make the difference between a mediocre experience and a successful outing. First, ensure that your staff knows exactly what is expected of them when they are working your trade show exhibit. Topics to cover include dress code, etiquette (i.e. no eating, drinking, or sitting while working trade show booths), when to arrive, and most importantly, how to engage with attendees in a polite and professional manner.
Prepare A Script
It is also key to prepare your booth staff to speak about your product with authority and professionalism. If your representatives are not well-educated and fully invested in the product, both attendees and your competitors will notice. A great solution is to prepare a 30-second script describing the features and benefits of your product. The script will provide the framework for your staff to initiate a conversation with attendees as they approach your display - and their additional training and knowledge of the product will carry them through all the way to a successful lead conversion.
Avoid Overstaffing
Sometimes less really is more! If your exhibit is filled with too many personnel, it can actually drive away potential visitors. Upon seeing such a large number of people in a small space, attendees may be inclined to think your display is too crowded to maneuver. There are staffing formulas available that can help you decide on how many representatives to send.
When determining which staff members to work your exhibit, it definitely pays to be choosy! Send only your top employees, those who display outstanding customer service abilities, professionalism, and an in-depth knowledge of your product. Remember, you will be relying on these staff members to establish relationships with potential customers.
Follow Up In A Timely Manner
Don't let too much time pass before following up with leads! When your staff returns from the show, instruct them to contact each lead immediately via phone calls, personal emails, or letters along with an invitation to discuss ways to move forward. It is important to follow up when your trade show display, and product, are still fresh in their minds.
Skyline Event Services is your source for top of the line trade shows displays in Cleveland, including the most eye-catching trade show booths Cleveland has to offer. For a list of helpful tips for staffing and preparing for your next trade show exhibits in Cleveland, visit their site.
Article Source: http://EzineArticles.com/?expert=Chris_A._Harmen
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