You may have eye-catching booth, quality products & services, preppy presentations and promotions, BUT, if you have the “wrong” booth staffers, your brand marketing will end up in a massive wreck and there is no poetry in that.
DO NOT WRECK YOUR BRAND. HIRE THE RIGHT BOOTH STAFFER AND NAVIGATE YOUR BRAND TO THE SHORES OF SUCCESS — EACH TIME, EVERY TIME
They are the single most important piece in determining your ROI at a trade show. Ideally, an Exhibitor should match booth staffers’ personalities to their skill sets, strengths and responsibilities within the exhibit space.
Effective management of qualified attendees (booth visitors) is a key ingredient to tradeshow success. So with the awareness that staffers might have different roles to play, let us also be reminded there is no one ‘cookie cutter’ personality to look for when staffing a booth.
Look for these personalities amongst your booth staffers for a successFUL TRADE SHOW.
The Warmer Upper
The beauty of the warmer upper is they are able to be totally sincere and welcome people to your booth in a way that is pleasant for all. Their funny and quirky personality quickly cuts through the awkwardness and makes people feel at ease while at your booth. Warmer Uppers may still occasionally tackle prospects in the aisle, but the prospects just don’t mind! Warmer Uppers are great enchanters. Given the opportunity, they will embelish your brand and enrich the minds of your prospects.
The Detailed One
This person is the master of your products and services. They have a wealth of knowledge and can provide all the information your guest needs and then some. Beware: Detailed Ones can sometimes forget a cardinal booth rule: Nobody cares about your stuff – talk to them about how your stuff helps the prospect! Use the benefit of a detailed person to track your customer journey.
The Passionate One
This individual has a genuine passion and interest in what they are selling or discussing. It is clear that the person is knowledgeable, but more importantly, their excitement and energy about what they are promoting is contagious. Eye contact, charisma, and passion can go a long way. Passionate Ones know that the best way to make an impact and convey your brand benefits on the show floor. They get busy in enacting the right body language — co-ordinated with the right lingo and highlighting your customer success that lights up passionate images in the minds of your new prospects. The trick is to highlight the bottom tier of your customers who have made a a real difference with increased revenue.
The To-the-Point One
At a trade show, you have to respect a booth visitors time. To-the-Point staffers win over people quickly by focusing on highlights. They utilize facts and data to quickly convey a persuasive message. Guests can be in an out of your area in no time while still taking away an array of valuable benefits. The To-the-Point personality types also conclude interactions with a plan for the next step. (Sometimes the plan is “don’t waste my time – you’re not a qualified prospect so let’s just disengage quickly”)
The Empathetic One
Nobody likes to be sold to, but everyone likes to be understood. The sympathetic one is able to do this extremely well by listening, learning, and applying what they hear from potential customers. They are also keenly aware that pain points for the customer are a chance to discuss things further. Empathetic Ones bring emotion to the booth staff process, After all, it’s likely your product or service is helping address issues they may be having so show them you understand and care! (even if your feet hurt)
Think about yourself. Which personality describes you best and how can you best leverage your employees for a successful trade show experience?
Remember, people, respond differently to different actions, and individuals. Make sure your trade show booth has both.
This article was first published in www.skyline.com
About the Author
Steve Hoffman, President of Skyline Exhibits & Design, Inc. has spent almost 30 years in the selling and marketing of marketing products. Following a successful career in the TV Program Syndication business, he joined The Holt Group/Skyline Displays as a Marketing Consultant, then moved into management, ultimately purchasing a portion of that company. He is the author of "The Reality of B.S. (Big Sales...That Is)." Steve is dedicated to helping his South Carolina trade show displays clients achieve their worldwide exhibit marketing goals while improving their efficiencies, too.