Trade Show Exhibition Booth Staff Training Tips for Success

Updated on August 3, 2018
Alison Graham profile image

Alison was Exhibition coordinator for a UK firm for many years, responsible all aspects of her company's Trade Show presence.

When planning any exhibition stand or trade show booth, the staff who present the ‘face’ of your company are a crucial factor.

It does not matter if you have banner stands, a pop up display stand or the most expensive ‘all bells and whistles’ bespoke exhibition stand. If your staff are not well-trained and enthusiastic with the ability to attract visitors to your stand and engage them in conversation and convert those conversations into sales leads, then you are wasting your time (and your money).

Read on to learn the tips for a successful trade show with appropriate training for your trade show booth personnel.

Well Trained Staff Attract Visitors to Your Booth

Having well trained staff is key to the success of your company's trade show booth!
Having well trained staff is key to the success of your company's trade show booth! | Source

Choose Personnel Carefully

In my opinion, it is vital to have staff from your sales team on the stand at all times. By all means have technical back-up available but your ‘front-line troops’ must be sales people. Staff from the ‘shop floor’, the manufacturing and production areas of your business are not only a great asset if chosen carefully, but will go away from the Exhibition more motivated and focused and feeling part of the team.

How Many Stand Staff Do I Need?

Obviously this depends upon the size of the stand and the number of people that you have available. There are however a couple of guidelines:

  1. Never have less than two people at any one time - you will need one person keeping an eye on your expensive Exhibition Equipment during set up and breakdown whilst materials and literaterure are being transported to and from your vehicles. You will also need to ensure that the staff can take a break and leave the stand manned.
  2. Increase numbers of staff according to the size of the stand. A good 'rule of thumb' is to work on one person for every meter of frontage - for example, six people on a stand 6m x 3m which means that there will always be at least four people working at any time.

Agency Staff Add an Extra Element to Your Stand

Agency Staff from StaffWarehouse
Agency Staff from StaffWarehouse

Full-time or Part-time Staff?

My own experience is that it is more successful to have a core team of people full-time at the show. These can then be supplemented by management and staff from all areas of the business on a day-to-day basis.

Should I use Agency or Temporary Staff?

There are many Exhibition Staffing companies and agencies who provide promotional staff who act as temporary staff for stands. They may be ‘resting’ actors or models or perhaps students and normally come through an agency who will obviously charge for their services. Temporary staff can be used to great effect, freeing you and your staff to talk business to your visitors

Staff Training Before the Exhibition

Exhibition Staff Training

Maximizing results from visitors to your stand means having staff trained to gain maximum benefit for your company from every opportunity. Make use of any training offered by the exhibition organizers.

Organise training sessions for every member of staff coming to the Exhibition, whatever part of the Company they come from and for however long, or short a time they are going to be on your stand. This can be done in group sessions of about one hour for non-sales staff and this should be enough to cover the basics. Your core team will obviously meet more frequently prior to the Exhibition to talk over approach, tactics, objectives and targets.

All staff should be trained on the Unique Selling Points (USPs) of your Company. Give every stand staff member a copy of the following, which you can use as a template to fill in your company USPs. Once staff are able to answer the question, what is special about my company, they will able to represent you with pride and enthusiasm (which is a great selling point in itself).

U.S.P.s (Unique Selling Points)

  1. What is special about my product?
  2. What is unique about my approach?
  3. How do I do things differently to competitors?
  4. Have I got special accreditation such as ISO9002, Investors in People or am I a member of a recognised trade body such as The Booksellers Association or The Royal Institution of Chartered Surveyors?
  5. Have I got any special delivery arrangements, methods of ordering (can I receive orders via the company website for example)?
  6. What customer support do I offer after the sale?
  7. Are there any special ‘add-ons’?
  8. What represents real value for money?
  9. Is there a special offer at this Exhibition?

All staff should learn and inwardly digest this as it is important that there is a commonality in approach - in other words, that everyone is 'singing from the same song sheet'.

Everyone working on the trade show booth should be encouraged to engage with visitors and to talk about their own role in the company. For example, in the Laundry I worked for, a Chef visiting the stand was interested to talk to the lady who did the embroidery of his name on his jackets.

Appoint an Exhibition Booth Manager

Your Exhibition Booth Manager will have overall responsibility for the duration of the show - of course, this could be you! He, or she, should appoint a stand coordinator, a different person for each day of the show and this could be a junior member of staff. In my experience this leads to excellent team development as well as generating fun for the individual concerned.

The stand co-ordinator's responsibility is to ensure that breaks are taken regularly and on time, (I would suggest at least two half hour and one hour long break per day and more if possible). The stand co-ordinator is responsible for making sure that the stand is tidy at all times and that there is sufficient literature and give-aways available.

Appoint a First Aid Person

This could be the Stand Manager.  They need to look after the Health and Safety Manual and First Aid Kit.  It is not permissible to have pain killers in the First Aid Kit but it is a good idea for team members to keep some headache tablets available for their own use.

Staff Badges and Identification

Make sure that your people have good identification and that they wear it properly.  Badges clipped to a belt are not easily seen.  Remember too, that your stand staff may not be allowed into the show unless they can produce the necessary identification when they arrive.

You have a great Exhibition Booth .....

You have a brilliant booth! Train your staff well, fill them with enthusiasm and you will have a great Exhibition Booth Success on your hands!  Picture from Clip Display
You have a brilliant booth! Train your staff well, fill them with enthusiasm and you will have a great Exhibition Booth Success on your hands! Picture from Clip Display

Staff Incentives

It's hard work on an Exhibition booth and you need 105% performance from each member of staff. Incentives can take many forms and do not need to be expensive but are worth their weight in gold. You may decide to give a prize for the most leads, appointments, sales or for the biggest or best lead.

Want More Information?

The video below contains a 60 minute webinar with some really good tips for increasing sales from your trade show stand - well worth watching!

Exhibition Booth Staff Training Session

Did You Find This Article Helpful?

If you found my article on Exhibition Booth Staff Training helpful, please help me to publicize it by using the buttons for sharing on Twitter and Facebook -- and the share-it button.

Your feedback is vital in helping me to improve my writing so using the vote it up button and checking the appropriate 'useful' or whichever is appropriate button will really help. Finally, your comments are the single most important thing in helping any writer on this site and I would really value yours (whether critical or complimentary), I am here to learn and improve so please leave a comment below. Thank you.

Questions & Answers

    Comments

    Submit a Comment

    • Alison Graham profile imageAUTHOR

      Alison Graham 

      5 weeks ago from UK

      You are absolutely right, there are many benefits to be gained from exhibiting at a trade show. However, it is important to choose which exhibition to participate in very carefully in order to avoid spending a lot of money with little return. However, it is often a good idea to 'think outside the box' for example, a laundry company might benefit from exhibiting at a restaurant and food show because Chefs and kitchen staff wear uniforms, restaurants use table cloths and napkins and all these items need to be laundered!

    • profile image

      tent777 

      5 weeks ago

      What an awesome and useful article!! All focuses are precisely covered. A show is an extraordinary place for different organizations to make associations with potential new clients. It could be anything from a distributor hoping to discover new organizations to pitch the stock to, to a scent organization hoping to tempt individuals from the general population with their new aroma.

    • Alison Graham profile imageAUTHOR

      Alison Graham 

      2 years ago from UK

      Thank you for your kind comment, Rashid. Glad you found the information about exhibition stands and finding suitable staff, helpful.

    • profile image

      Rashid Shaikh 

      2 years ago

      Very helpful article article about exhibition stands and display stands staffing. if you are looking for exhibition stands or display stands in dubai then bme advertising i.e. bmeevent.com is a good option.

    • profile image

      Tracy 

      3 years ago

      What a wonderful and informative article!! All points are accurately covered.An exhibition is a great place for various businesses to make connections with potential new customers. It could be anything from a wholesaler looking to find new businesses to sell stock to, to a perfume company looking to entice members of the public with their new fragrance. In every situation the goal will be the same – to catch the eye of potentially interested parties in order to make new connections and sales. http://www.mindspiritdesign.com/ can be a good option to choose your exhibiting needs.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, toughnickel.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://toughnickel.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)