Learning Good Boothmanship

Trade Show studies have shown that 80% of show attendees remember MORE about the salespeople staffing the booth than the booths themselves! This statistic tells us one thing your success depends largely on the collective talent, product knowledge and energy level of your sales staff.

FIRST of all, every exhibitor should distribute an on-site manual that includes the following information:

-A staff schedule of who will be working the booth on a daily and hourly basis

-A staff schedule of daily Show activities

-A staff schedule of Pre-Show and daily “wrap-up” meetings

-Where they will be staying

-A floorplan showing the facility and vicinity to your booth location

-A diagram of your booth layout and booth number

-A list of products being displayed

-A product pricing structure

-Explanation of Pre-Show advertising and promotion

-Corporate objectives and goals to be met at the Show

-Sales goals and rewards for success

SECOND, as you think about staff motivation, also consider how to avoid burnout. Here are some tips:

-Schedule an hour break after a staffing period of two or three hours.

-Check the Show and seminar schedule and anticipate peak traffic times. Let some staffers go on a break during slow periods.

-Drink plenty of fluids. Most halls are very dry and dehydration can feel like fatigue.

-Eat and drink sensibly: it affects not just your physical well being, but your mental attitude. This may sound like a simple thing, but you’d be surprised how many staffers ignore their own health at shows.

-Know your limits and take time to rest when needed.

-Avoid using a “canned pitch”. This will numb your brain and your listening skills. Instead, ask a few good qualifying questions, listen to the answers, and base your demonstration on what you’ve heard.