Trade Show Booth Staff Training Essential

Never underestimate the importance of your trade show booth staff.
They are your front line ambassadors and the critical links to your overall trade show success. It makes sense that if you want to have a positive experience at your trade show display, you need to pay attention to all the elements of trade show exhibiting. By putting a premium on grooming and training your trade show booth staff, you can rest easy they will be performing at their best.

The first step in your companys trade show venture, then, is to recognize the importance of the trade show booth personnel. The second step is to invest in the training of your booth people.

To launch this process, make sure you get executive buy in. If top management respects and values their trade show team, then face- to- face training skills become effective. Remember the key value of exhibiting at the trade show is to engage real people about real products/services in real time. A typical company representative can often hold meaningful conversations with about 3 or 4 people in a hour at a trade show as opposed to spending an entire day in the conventional field selling process.

Not only are...