The team of staff you take to the trade show can ensure the business investment in the trade show marketing is a success, so spending some time in properly training your staff to engage customers at the trade show is well worth the effort. Your staff members need to be energetic, engaging, and upbeat with the customers and people who walk past your exhibition stand.
Trade show marketing can be an exhausting few days for your staff, so plan to train enough people to allow individuals to take sufficient breaks throughout the day. Rotating staff around and sufficient breaks means that individual staff members can maintain their energy. Tired or fatigued individuals find it extremely difficult to effectively engage with the potential customers at the trade show, which means your staff members could lose customers.
Plan a roster that allows a staff member a break every two hours, even if it is just a ten minute break. Once you have selected the staff for your exhibition stand, you need to train the staff. Ensuring your staff members know exactly what is required and expected of them during the trade show and at the exhibition stand will help your staff to effectively market your business.
Product Knowledge
Ensure your staff members know all about the products you want to display on the exhibition stand. Walk through each product and product brochure, so that individual staff members know where to find the information when a customer asks. The more your staff members know without needing to refer to the product brochures, the more professional your business appears. Test your staff members on product knowledge before you send them to the exhibition stand.
