One of the most important factors to consider for the success of your trade show booth is your staff! It makes sense, right? They are the face of your business and will be interacting with potential customers, so it’s essential that they are trained and at their best. You’ll want them to have effective booth staff training that will help you stand out from the competition and maximize your ROI. So, let’s dive in and get your team ready to rock your next trade show!
Pre-Show Marketing
Pre-Show Marketing plays a vital role in building brand awareness. You want to make sure that potential customers know you’ll be at the show and have an idea of what you offer before they even approach your booth on the day. Marketing serves as a channel for better conversations at the booth, as well as learning how to manage the influx of traffic and convert visitors into leads.
To help ease the transition from pre-show to game time, take the time to review frequently asked questions and common scenarios your staff is likely to encounter. This approach will not only help your staff provide better customer service, but it will also present your business as an entity that values customer satisfaction.
Understanding marketing objectives.
Training your staff for the show is more about understanding the marketing goals as a whole. The team needs to know: (1) why we’re here, (2) what we’re trying to accomplish, (3) how we’re going to get there, (4) what our key messages are, (5) how to deliver them organically (without it sounding like a forced, cheesy marketing message), and finally (6) how we’re going to follow through?
(If you can’t answer these questions yourself, putting together a team to do so would be less than ideal. Start here to get an idea of how to determine which shows to exhibit at.)
A well-trained staff should understand the show’s objectives, key messages, and how to deliver them organically. Your staff should be knowledgeable about your products and services, excited to engage with prospects, and able to articulate your company’s value proposition. They should be equipped with the right tools and materials, and know how to follow up with potential leads after the show.
Role Playing and Role Defining
Facilitating role-playing exercises during booth staff training can help staff members feel comfortable interacting with potential customers and answering questions about the business. It can also help prepare for difficult or unconventional situations that may arise! It’s important that booth staff are prepared to handle a variety of attendees, from those who are familiar with the business to those who are completely new.
It’s also helpful if everyone knows what’s expected of them when they’re manning the stand. For example, who’s responsible for greeting visitors and providing them with information about your products or services? Who’s responsible for handling sales or answering more complex questions? By clearly defining everyone’s roles and responsibilities, you can ensure your stand runs smoothly. So take the time to communicate with your team and make sure everyone knows what they’re supposed to do – it’ll pay off in the long run!
Ask questions first
It’s a good idea to have staff start by asking attendees questions before jumping into a product demo! Asking questions allows staff to tailor the experience to the customer and make them feel more listened to. More importantly, they’re more likely to engage with the product if they feel like they’re part of the conversation.
Asking open-ended questions encourages conversation and makes the interaction more personalized and relevant. The key here is to limit the time spent with the wrong people (those who are unlikely to engage) and focus on real conversions. You don’t want to demo someone who wouldn’t use the product anyway, no matter how “interested” they seem.
Train booth staff to identify prospects—people who are likely to be interested in your product or service. This requires understanding your target audience and knowing how to approach them in a way that captures their attention and creates meaningful interaction.
Training in progress
Booth staff training should not be a one-time event; it requires ongoing effort and reinforcement!
Collecting data and measuring success is an important part of continuing education goals. By setting clear goals and using metrics like the number of leads generated, staff can understand whether their efforts at the show were successful or if they can improve. Data can be the best trainer there is!
Remember that the success of your next trade show depends largely on the effectiveness of your booth staff, so investing time and effort in training them is a strategic decision that will pay off in the long run.
Equip your staff and get ready to rock your next trade show!