Trade shows, exhibitions and marketing events are where sales techniques and brand representation are put to the test. Each booth is a kingdom unto itself, and the staff who run it are its guardians. It’s no wonder that effective booth staffing is often compared to the best kind of theater: it requires a keen sense of performance, skillful engagement and the ability to read and captivate your audience.
For any brand or sales rep looking to conquer their next trade show, these ten commandments are the gospel of how to hold a stand or represent a company at a trade fairWhether you’re a seasoned professional or someone just getting started in the trade show world, these commandments will ensure your success.
1. You won’t be tied down by your smartphone
Smartphones are a double-edged sword at trade shows. In the modern world, they’re an indispensable tool, and untangling them from a mobile device during business hours is as easy as distilling the Alabama Ocean into a cup of tea. However, at a booth, these devices can become pernicious when they distract potential customers and are simply poor etiquette. The tactic here is simple: run your business on your phone when you’re not on stage. When you’re at the booth, the only thing you should be handling is a conversation. For more costly booth staffing mistakes to avoid, we cover them in this article: 3 Costly Booth Staffing Mistakes
2. You will always be present
Physical presence is only one part of the process. The key is mental presence. Your attention should never be diverted from the visitors. Every visitor is a potential customer. Be available, approachable and above all, be present. There is a certain magic that happens when you interact with a person, explain your product to them and see their face light up with understanding and interest. Don’t deprive yourself of this experience.
3. You will not sit idly by
This is a no-brainer, but its importance cannot be overstated. Movement attracts attention. Standing tall is an unconscious signal of strength and reliability. Don’t lean against your booth or sit down unless you’re deep in conversation with someone. After all, you’re there to represent a brand, to be the face of excitement, not the icon of weariness. Stand as if your brand reputation depends on it – because it does.
4. You won’t be overwhelmed by the material
Brochures, business cards, merchandise: these are your professional and essential tools for your exhibition, but use them sparingly. If your booth is flanked by brochures and attendees are shoulder-deep in leaflets, you’ve probably overdone it. Overwhelm your audience with materials that not only make them more informed, but simply overwhelmed. Provide information when requested or after a constructive dialogue.
5. You will feed wisely
Eating and drinking at your booth sends a clear message to customers and visitors that you are more interested in a snack than in their business. It is a distraction and unprofessional. Enjoy your meals during breaks, away from the booth. Trade shows are marathons, not sprints, so adapt your diet accordingly.
6. You will watch until the end
It’s almost time to tear down the booth and go home, you’re exhausted and the traffic has dropped. No excuses. You’re representing your company – the entire company. Remember, customers can come in for a last look. They deserve just as much attention as the first visitor. Not to mention, some of the best deals are made in the twilight of the show.
7. You will be dignified, not aggressive
Your job is to attract visitors to your booth, not to approach them. Be confident, but not pushy. Offer a smile and a warm greeting, not a flyer shoved into your hand at high speed. Remember that quality interactions are based on mutual respect, not superiority.
8. You will turn your stick
A carousel of enthusiasm is more enjoyable than the monotony of an old maid. Rotate your booth staff so everyone has a chance to recharge, gather their thoughts, and enjoy the show. A new face is a welcoming sight for attendees and the team.
9. You will not block the way
Your mission is to attract attention, not traffic, and that’s understandable. Keep your branding front and center in the booth and leave space for people to enter. It’s a subtle message that you’re open for business, ready to entertain.
10. You will always wear your best asset: a smile
The simplest, yet most powerful command. Unleash this universal sign of warmth, friendliness, and approachability. A smile can disarm even the most wary prospects and pave the way for a fruitful dialogue. It’s easy, effective, and appropriate: you’re a brand ambassador ready to make a good impression.
Final Thoughts
The Ten Commandments of Booth Staffing may be simple, but they are the pillars upon which a memorable and successful exhibit is built. They remind us that trade shows are not just about products, but also about experiences, connections, and the human element in sales and marketing. As malleable as they are, these commandments can be adapted to fit any business, serve any product, and realize the essence of commitment and interaction in its truest sense.