| Having a properly trained and professional trade show | | | | questions. When you ask a prospect a yes-no |
| booth staff is critical for your trade show marketing | | | | question, you usually just get a simple yes-no answer, |
| success. Follow these ten easy tips for trade show | | | | and that's the end of the conversation. Instead of |
| booth staffing and make sure your trade show booth | | | | asking, "Can I help you", try asking "What are you |
| staff is ready for success at your next trade show. | | | | looking for at the show today?" The first question |
| How well your trade show booth staff is trained can | | | | could be answered "NO", but the second question |
| and will directly effect how well your trade show | | | | requires an answer (though you may still get a |
| marketing efforts succeed. A well-trained staff means | | | | "nothing", but that just means you need to ask another |
| a successful trade show. A poorly trained staff (or | | | | open-ended question. Always make your questions |
| untrained staff) most likely means a pending trade | | | | open ended, and then ask follow up questions. |
| show disaster. It's just that simple. | | | | TIP 7. LISTEN. Understand and use the 90-10 rule. |
| Fortunately, proper training for your trade show booth | | | | Ninety percent of your conversation should be listening. |
| staff doesn't require a lot of training or even | | | | Ten percent of your conversation should be talking. |
| complicated training. It just requires a healthy dose of | | | | You learn more about your prospect when you are |
| common sense. To be a successful trade show | | | | listening and not talking. Ask questions. Listen. Listen. |
| exhibitor, you must understand what to do, and more | | | | Listen... and listen some more. |
| importantly, what not to do. Your trade show booth will | | | | TIP 8. IGNORE. Pay close attention to the prospects |
| only be a success if you have good staff and they | | | | that stop at your booth, but ignore the other trade |
| know what to do (and what not to do). There are ten | | | | show staffers and the many trade show booth |
| basic and fundamental tips for staffing trade show | | | | distractions. Trade show booth exhibit hours are |
| booths. Learn and follow these ten tips and insure your | | | | certainly not the time to discuss your last vacation or |
| trade show marketing efforts pay off. Whether you | | | | the new office dress code. Don't talk to the other |
| have a staff of one or a staff of many, the same | | | | trade show staffers, unless it's to introduce a prospect |
| advice apply. | | | | or customer to them for more information. And |
| TIP 1. STAND. Get your rear end out of your chair and | | | | remember that real live human customers in front of |
| stand up. Don't sit. Stand. Staffers on their feet with an | | | | you take precedence over customers that may call |
| open stance are much more approachable than | | | | you on your cell phone. |
| staffers sitting with crossed arms. If you are in your | | | | TIP 9. GIVE FREELY. One widely used way to |
| booth, you should be on your feet... standing. | | | | generate more trade show booth traffic and reward |
| TIP 2. STAY HEALTHY. Always take care of | | | | people for stopping by your trade show exhibit is to |
| yourself! Get enough of sleep the night before. Eat a | | | | hand out trade show giveaways. A simple and useful |
| full breakfast. Drink plenty of water. And remember | | | | trade show giveaway (with your business and contact |
| you'll be standing a lot (see rule 1), so wear | | | | info on it) is an great way to thank prospects for |
| comfortable shoes. | | | | talking with you, and it also will help them remember |
| TIP 3. IDENTIFY YOURSELF. Get and wear | | | | you and your company later. While trade show |
| professional name tag with both your name and your | | | | giveaways aren't required, many successful trade |
| company name on it. Make sure it is easy for other | | | | show exhibits hand them out. There are lots of trade |
| people to read. | | | | show giveaway ideas out there. You can have cheap |
| TIP 4. SMILE AND BE FRIENDLY. Smile big and greet | | | | trade show giveaways (i.e. pens) for the general public |
| your prospect. Ask them their name. Then use their | | | | and more expensive trade show giveaways (i.e. usb |
| name when you talk with them. People will appreciate | | | | thumb drives) for existing high-value customers that |
| it. So find out their name and use it. When your | | | | stop by. |
| conversation is finished, thank them for stopping by | | | | TIP 10. FOCUS. FOCUS. FOCUS. Focus on your trade |
| your booth, and again, use their name. | | | | show booth, not the trade show booths on either side |
| TIP 5. ASK QUESTIONS. Don't forget this simple | | | | of you or your competitor's booth on the other side of |
| advice - before you can recommend a solution, you | | | | the show. Resist the temptation to disappear from the |
| must know what your customer's problem is! Don't | | | | booth and do "competitive research". Do your |
| begin explaining to a prospect what you can do for | | | | competitive research after the trade show is closed |
| them until after they have told you what they need. | | | | for the day. TIVO the all important ball game so you |
| Ask questions, and listen to their answers. Ask more | | | | can watch it when you get home. During the hours the |
| questions. Your goal is to find out what they need. It's | | | | trade show floor and trade show exhibits are open, |
| only after you understand what your prospect needs | | | | you must be staffing your exhibit booth. You must be |
| that can you then tell them how you can help them. Of | | | | standing with a smile on your face, greeting people by |
| course, but asking questions, you may find out they | | | | name, and ready to do business. |
| don't really need what you are offering, in which case | | | | Follow these ten simple tips for trade show booth |
| you need to thank them and move on. | | | | staffing, and make your next trade show booth the |
| TIP 6. AVOID "YES-NO" QUESTIONS. Always think | | | | star of the show! |
| first and then ask open ended questions, not yes-no | | | | |