Here are five suggestions to help exhibitors improve the performance of their booth staff.

1. DEFINE THE SKILLS NEEDED in the booth before staffing it. Assess the duties and all of the time required, not just the show hours. Consider it a short-term assignment, post it, and ask for volunteers. What skills are critical – languages, empathy, listening? What level of management is required to work with attendees?

2. INTERVIEW APPLICANTS FOR THE JOB of attending the event.  At a trade show the staff represents the entire company. Is each staff member the best person to represent your firm? If they don’t have all the skills, are they willing to be trained in time for the show?

3. LOOK FOR LISTENING SKILLS. Trade shows are all about very brief conversations. It’s not a pitch. It’s not time to show off. The most critical skills are to listen closely and to know the product – or who is the referral point at the show or the company.

4. ASK FOR FEEDBACK.  Ask for a review by the people who stopped by your booth. This can come from a manager or an outside auditing source. You want to know how your staff assisted people, did they have a good experience, and will they do business with you because of the staff?

5. RECOGNIZE A JOB WELL DONE. Trade shows are hard work. They are both physically and mentally demanding. Why not offer an incentive for staff working the show. In the end, if you do not pick the right staff, fail to train them properly, and fail to motivate them, it’s the attendees who will suffer.

If you have any questions, please contact Sheron Gagnon, Trade Fair Manager, at (508) 663-0223 or by email at sgagnon@massagent.com