Booth Staffing

4 Ways to Optimize Every Exchange in Your Booth

Published on Jun 24, 2019 3:55:44 PM



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Every trade show exhibitor knows that a compelling yet informative trade show display is a must for events. While this is an important factor for your events, there are other factors that play a big role in your exhibiting success. The following tips will help you make the most of every interaction in your booth.


1. Train Your Staff to Engage With Customers, Not Pitch to Them


Although booth staff wardrobe and a well-rested and energize team is important, the interactions are what matters most. It’s not what they will wear, but what they will say, to potential clients and leads. While the goal of exhibiting is often to generate sales, pitching what you can offer before engaging and listening to the needs of an attendee makes for a very poor impression.

Train your staff on how to effectively engage and converse with attendees and how to focus on the relationship rather than a sales pitch. This will optimize every exchange that happens in your booth and will most likely lead to better leads.



2. Notice Body Language

Posture and overall body language will either invite or deter attendees from your booth before you probably have a chance to say anything. Work with your booth staffer and stress the importance of body language and nonverbal communication.

Engage attendees by smiling, standing instead of sitting, and keep your arms unfolded. Practice with them as needed, so they understand how to appear inviting and welcoming to ensure that guests won’t feel overwhelmed or a burden when entering your space.


Reading nonverbal signs is critical
    • Notice signs of pensiveness, which indicates deep interest (eyes up or down)

    • Watch for signs of lost interest (staring eyes – that cold, hard look)

    • Making solid eye-to-eye contact assures that you are reading the signs and indicating your interest in them and what they have to say.

    • Be aware of signs of daydreaming or disinterest eyes that are unfocused and staring into space

    • Be aware of eye movement of up to the right or left.

    • To the right…a sign of evaluating information that has been presented or heard previously.

    • To the left…determining the veracity of the information just communicated.






3. Refrain from conducting and Yes or No Conversation

Leading with a product pitch is a sure way to turn attendees off and lose your business fast. Skilled salespeople understand how to have a genuine conversation that casually pinpoints important information (such as prospective client’s needs/interests) in an organic way.

Work with them to refrain from having too many yes or no questions and instead help them rely on open-ended questions that keep the conversation moving while they effectively qualify visiting attendees. Listen to the client first, then talk about how you can help.


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Here is a tip: To streamline the conversation for an effective outcome, design your booth to incorporate some pull away cheat sheets demonstrating probable problems. Your visitors will appreciate this, because you are helping them to formulate questions based on your depth of knowledge.






4. Deliver a POTENT Product Demonstration


Even the best opening dialogue will quickly unravel if your team doesn’t know how to deliver a confident product demonstration. It’s important to work with your staff so that each member knows how to demo your product or service accurately.

your buyers want you to have sustantial knowledge about their product


Don’t just focus on the presentation part of the demonstration; work with each individual employee to ensure that he or she understands the many features offered by the product being demoed. Giving them ample time to practice will not only ensure that their demonstration proceeds without a hitch, but that they are prepared to answer any questions posed by their live audience.

1. Even in a demonstration, the booth staffer should not do all the talking. Probing for needs and presenting benefits to fill those needs, then demonstrating how the product can fulfill the needs will be best received by the booth visitor.

2. Product demonstrations can be either conducted upon demand or according to a schedule. A combination of the two works best.  A good rule of thumb is to conduct the demonstration as many times as possible.  At a minimum, four times per hour should be targeted.

3. One-on-one demonstrations work best in small booths. When possible, design the demonstration for multiple visitors, since the visitors’ questions multiply the value of the demonstration and make it more memorable.

4. Be professional and straightforward, as a product demonstration is not intended to be entertainment for booth visitors.

Always bring layers of excitement to your game. Fascinate your audience with form and formless. Give them something to talk about, think about and contemplate about.

“There are not more than five musical notes, yet the combinations of these five give rise to more melodies than can ever be heard.

There are not more than five primary colours, yet in combination
they produce more hues than can ever been seen.

There are not more than five cardinal tastes, yet combinations of
them yield more flavours than can ever be tasted.” 




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Topics: Booth Staffing, Booth Staffers, Trade show Booth ideas, Tradeshow Booth Staffing

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Know the "Power Posture"

When you open up your body, you not only occupy more space, you confidence level gets a major boost. In a study conducted by Amy Cuddy and her colleagues from Harvard Business School, shows that open postures reflect high power and closed postures reflect low power. Not only do these postures reflect power, it goes a step beyond. It produces it. Spending time in a power pose increases testosterone, risk taking, pain tolerance, and belief in one’s own leadership abilities. Additionally, it opens up your breathing, calms your nerve and gets you prepared. Next time, you are are interacting with the attendees at a trade show or any event that you might host, open up your posture for enhanced cognitive functioning that clearly boost your speech quality and makes you considerably captivating and enthusiastic!



bring focus to your game


1. Decide what you want to say about your product. Focus on benefits, not features.

2. Decide how the product can demonstrate the benefits to support your verbal message. Design the demonstration to keep the visitors involved in the action.


3. Identify the booth staffers who have the ability to present the message and conduct the demonstration. At times, a professional presenter is appropriate, but for some exhibitors, technical sales or other experienced personnel can undertake the task.

4. Identify booth staffers who are good at “meeting and greeting” to engage, qualify and transition interested prospects.
Rehearse the demonstration in the office/plant before going to the show and at the show site to assure that there are no “stops and starts.”


5. Implement as a cohesive management approach in order to maximize the full power of them all.

6. Develop a system for transitioning prospects after qualification to the demonstrator. A good system for handing-off is impressive to the prospect and is efficient for the demonstrator.  By providing the appropriate level of qualification information to the demonstrator, it shows the level to which the greeter was listening and avoids the necessity of re-qualifying, which is annoying to the prospect.

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