By Marta Gorka, marketing and communications specialist at Skyline Whitespace.
When you exhibit at a trade show, the most important thing you need to do is attract attention – the good kind – from the attendees. After all, if they don’t notice your presence, you’re not going to make much of a return on your investment.
Exhibition stands are, naturally, a prime factor, but you also need to consider the impact that your staff themselves have. In this guest blog Marta Gorka of Skyline Whitespace - a supplier to the events and exhibition industry - offers her top six secrets for successful trade show staffing.
1.) Stay professional at all times
The staff working in your booth are vital in conveying the right impression of your company. If they’re not behaving in a professional manner, your potential clients won’t expect much more from you as a company.
Whilst checking text messages, enjoying snacks and a chat, and hobbies like knitting are fine when on a break away from the stand, they should be strongly discouraged whilst on duty.
2.) First impressions are everything
Again, first impressions count: make sure that your staff look the part by setting either a uniform or a dress code to reflect your company in the best light.
Grooming and personal care are also vital – while it may feel like an uncomfortable conversation, encouraging smokers to use breath mints before returning from their cigarette breaks, and issuing a general reminder about the usefulness of deodorant, may help to sweeten the atmosphere.
3.) Knowledge sharing
Your potential new customers and clients will, no doubt, have a few questions about your products and services. If they don’t get a satisfactory answer from your exhibition staff, they may assume that there isn’t a satisfactory answer! Making sure that you choose staff who are well-versed in all the benefits and features is therefore simple common sense.
4.) Stay engaged
Of course, having the most knowledgeable member of your company’s staff on your exhibition stand may not be the best choice – not everybody is comfortable with approaching and speaking to strangers. If your exhibition staff simply stand back and wait to be approached, you may be losing out on leads, so you need to choose staff with the confidence to go out and bring attendees in.
5.) Integrity is key
Your exhibition staff are, in essence, entrusted with your company’s reputation – and often, some valuable assets. If you have put aside special gifts for VIP attendees, then you want to be sure that they go to the right people.
If you have your team gathering leads, you want to be sure that they’re not getting slipped into pockets instead. Nobody wants to accuse their staff of dishonesty but sadly it can occur, so choosing staff with integrity is a must.
6.) Dedication is a must
Working trade shows can mean long hours, and sometimes it can get a little quiet and a little dull. You need to have dedicated staff who are willing to put in those hours and who can consistently muster up the enthusiasm to connect with potential clients – even in the last five minutes of the show.
With these six tips, you’ll be able to choose the perfect staff for your exhibition. The right staff should never be underestimated – they are the face of your company! Personality and professionalism are just as important as knowledge and selling skills, so be sure to choose staff who have both.
You can have the most beautiful and eye-catching stand imaginable, but if you haven’t got the right staff, your visitors or potential customers won’t stick around too long.
