Picture this: you’ve set up a brilliant, eye-catching exhibition stand on the show floor. Your product is prominently displayed and ready to be demonstrated to potential leads. Your lighting is perfect, and there are no last-minute technical hitches. The show doors open and attendees start streaming in, but all you can think about is what to do next.
This is a scenario we’ve come across all too often. While a world-class exhibition stand builder can furnish you with an attractive design, engaging with trade show visitors is up to you and your exhibition staff. There are a number of things you should be doing to go about this effectively, and also some things to avoid if you want to stay clear of a sales disaster.
Are you a marketing manager, CEO, or event planner wrestling with the problem above? Get ready to breathe a sigh of relief as we unpack some major do’s and don’ts for exhibition staff looking to increase their visitor engagement levels. From where to stand and how to interact with attendees, this guide has it all!
DO: Be Approachable
It sounds straightforward, but you’d be surprised how many exhibitors get this one wrong. All business-to-business (B2B) exhibitions rely on building strong face-to-face relationships with visitors, which helps build the trust needed to close out deals. If you can’t meaningfully connect with show attendees, you’re exhibition is likely to fail before your stand even goes up.
Your team should be aware of how to be more approachable at every event. Here are a few actions they can try:
- Sit down at the front of your stand, preferably near the front by your counter.
- Pre-occupy yourself occasionally with a casual task, like responding to emails.
- Greet guests with a smile – always.
- Maintain professional decency by acting in a confident and professional manner.
DO: Be Enthusiastic
Enthusiastic and motivated staff are absolutely vital for any successful exhibition. In a packed exhibition hall full of potential competitors and their products, motivated staff members usually help your booth stand out more; they’ll also generate a social buzz that gets visitors talking. In doing so, your reputation will travel further beyond the space you’ve been allocated on the show floor.
The difficult part comes toward the end of the exhibition, typically on the last day when staff start feeling tired and less enthusiastic. Rotating your staff is a reliable method to overcome this problem, and ensures visitors are greeted with enthusiasm right until the exhibition ends.
DO: Know Your Product/Service
A large chunk of conversation that happens at exhibition stands involves detailed questioning between staff and visitors. For conversation to flow smoothly, your event staff need to have a good grasp of what they’re selling. There’s nothing worse than not being able to answer a potential buyer’s question! So, it’s usually best to conduct a careful selection process for your exhibition staff; you’ll end up with a highly skilled team of experienced staff members who can run the show.
You should also take some time to check that anyone performing product demonstrations knows exactly what they’re doing.
DON’T: Stand Around Aimlessly
Besides tiring your legs out, standing in front of your stand can turn visitors away. It can come across as pushing your business or product onto guests, which is a poor strategy that can turn potential customers away. It’s better for sales staff to retreat slightly and let guests take the initiative; rather have everyone preoccupy themselves with casual tasks while keeping an eye open for the visitors.
DON’T: Forget About Social Media Interactions
While in-person meetings are a sure recipe for success, many exhibitors also choose to leverage social media to increase interactions during the event. Creating a unique hashtag and updating your followers with a story post or reel isn’t too difficult, and can substantially increase your reach at large-scale exhibitions.
Naturally, this doesn’t mean you should spend your whole day looking at your phone, either. The majority of your interactions with clients should happen face-to-face, but remember to supplement this with your digital footprint for ideal results.
DON’T: Wing It
Recent stats show a majority of exhibitors go into a show without a plan. With so much at stake at big trade shows, it’s no wonder these same exhibitors end up feeling disappointed with their investments! Trying to stand out from the crowd without having planned anything prior is an impossible task, so putting time into planning beforehand is worth the effort.
When it comes to the exhibition staff working your stand, here are some key planning questions you should consider:
- How many staff members are needed?
- Will you hire any extra staff?
- Will there be promo staff? If yes, what marketing material do they need to hand out to guests?
- Will there be data capture staff? If yes, are they familiar with the software you are using?
- Do you have a plan to rotate staff out so they don’t get tired?
Successful lead generation at exhibitions doesn’t require the best sales team your company has to offer, but it does require a plan that is both concise and robust.
Professional and Efficient Staff: A Must For Engaging Guests At Exhibitions
From the ExCeL London to the NEC Birmingham, exhibition success at top UK venues has just as much to do with your stand as it does your staff who man it. By choosing a set of exhibition staff that are confident, professional, enthusiastic, and experienced, you can make a major step toward improved lead generation and brand awareness. Train them well and involve them in your exhibition planning for complete success on the trade show floor.
At Booth Exhibits™, we’d be honoured to take the weight off your shoulders and help you craft the exhibition stand you’ve always dreamed of, leaving you more time to focus on your staff and planning. Contact us today to set up a call!
