Welcome……….
As some of you know, we started offering training on successful exhibiting a few years ago…we recognized that we could build the greatest booth, but…..

Studies show: 85% of an exhibitor’s success lies in the performance of the people manning the booth.

-Yet – we consistently find that sales people and other personnel are typically given very little direction on how to man the booth

And that’s why we’re here today….

Role of the booth staffer
Planning and goal setting
Pre-show client outreach
Engaging booth visitors
Lead retrieval options
Booth best practices
Qualifying prospects
Cultural differences
Physical barriers to avoid
Lead follow up

-If you are assigned to man the booth, you have a responsibility to engage, qualify, deliver your message, capture information, and send them on their way.

The less time you can spend with each visitor, the more leads you can get.

In the exhibit environment, people are there to learn, buy, be educated, and meet face to face with future business partners and suppliers. They are there to do business. And they are looking for you.

(These days, there are more qualified buyers and decision-makers than there use to be………..)

Why has your company invested in exhibiting at this show? What are your company’s goals?

Pick up new leads
Get new orders
Introduce a new product or service
Get reacquainted with customers and leads
Establish or reestablish your company in the marketplace
Be where your clients are and Be where your competitors are
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To be a successful exhibitor, you must set specific goals, goals that can be measured. There are different formulas for Return on Investment, but it is far easier to measure your ROO – Return on Objectives.
You say you want to pick up leads at the show. Great. How many leads? How many of those will result in a client meeting? How many sales will those meetings close? And how many dollars will those sales generate and by when?
A measurable goal might be something like: “We want to pick up 100 leads, which will generate 50 meetings, leading to 10 sales with a combined value of $5 million within six months of the show.”

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Determine your target visitor……..Who are your ideal prospects?
C-level executives? Engineers? Doctors? Educators? High Tech Geeks?
What titles or positions will you look for?

Next, determine their hot buttons (like cutting expenses, work efficiencies, saving time, etc.)

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Combine those hot buttons with how your company resolves these issues and this can become your “company line” – a brief introduction to use with booth visitors that everyone has committed to memory. To be most effective, your message must be consistently used by every booth staffer. That means practicing – rehearsing your lines before the curtain opens.

How…booth function? What activities are planned? Will there be conference rooms or meeting areas and if so, who gets first dibs? Will you have live presentations, and if so, where in the booth and how often? Is there a raffle planned and if so, how do people enter? Will there be giveaways? If so, where will they be kept and who should receive them?

-Know what is expected of you once the show is underway :

# of hours manning the booth; break schedule; storage area; and if your sales people have specific territories, how will that be handled during and after the show? Will there be literature to hand out and where will that be stored? What method will you use to capture and collect leads?

You may also be assigned other booth duties – demonstrating your products, doing presentations, assisting with raffles drawings or other booth activities, …………………….or even setting up and taking down your whole display.
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Difference between “selling” on the show floor vs. conventional selling: Remember: engage, qualify, deliver the message, record the information, and send them on their way. (Don’t waste valuable sales time chatting with someone who is not a qualified lead or client!) And remember the 80 -20 rule: the prospect should be doing 80% of the talking.

Have a system in place to capture lead information:

- Use a business card scanner (make sure you test it first)
Rent a card reader from the show organizer
- Use a touch screen monitor or iPad with a preloaded form…………
Lead Retrieval apps…..

Or – simply use a lead form to which you can clip the visitor’s business card (always make notes to remind you what you discussed and what you agreed to do).

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- Develop good qualifying questions – and document the answers.

- Find out if the person is a decision-maker, recommends purchases, influences purchases or is just curious, with no intention to buy……

- “What other information would help you qualify them as leads?”
(level of interest, budget, time frame to purchase, etc.

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After the visitor walks away, “grade” them, so you know who to follow up with in what order……

Also, determine who will be responsible for collecting all the lead forms? And to whom will the leads be distributed?

It is good to do a Pre-show meeting so you can review the booth layout. Where does the staff store any personal items (coats, briefcases, etc.) and how will they be secured. Where will your literature be located? Your giveaways? Where will booth activities take place, the frequency, duration and who will be involved? Location of refreshment areas (and rest rooms!)
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Review your objectives for the show. Also the “Company Line”.
…your target attendee profile …….focus your attention appropriately.
Go through the names of important customers and prospects that may visit your booth.
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- Decide how you will handle non-qualified leads in your booth.
(after asking qualifying questions, say “it doesn’t appear that our company is a good fit for you” or “I’m not sure we can meet your needs” – then if possible, direct them to a company that might be a better fit.
- Prepare the answers to any questions you think will come up.
- Identify any sensitive company issues & best way to address them

-Look and dress the part. All staffers should be wearing similar attire. In most shows I attend, business casual……………………………Even better - have matching or coordinating shirts and slacks that makes it clear to the booth visitor who they can get information from. Some companies pick a theme (have fun with it). Shoes polished, clothing clean & pressed.

Grooming – be attractive not offensive…….deodorant, breath mints, no cologne………
Be careful what you eat before you start your shift. Eating coney dogs with lots of onions is not a good choice. Even if you brush your teeth after eating, some food smells linger (like garlic, Cheetos, etc.) as do cigars
Do not eat, etc……

Do not use your phone, tablet, laptop or other electronic device while manning your booth. Do not read the newspaper. Limit conversation with fellow staffers.
- Show attendees you care!

Ice breaker………….”What brings you to the show today?” “Are you familiar with our company?” or even “How was the traffic getting here today?” If you have an activity in your booth like a presentation, demonstration, a game, or a drawing, you can ask the passerby if she is interested in seeing or participating in it.

Introduce……firm hand shake, make eye contact

If you are busy with a booth visitor and another one steps into your booth, acknowledge that person by saying either: “I will be right with you” or Would you like to join this conversation? I was just telling so and so………………………………

-Look and dress the part. All staffers should be wearing similar attire. In most shows I attend, business casual……………………………Even better - have matching or coordinating shirts and slacks that makes it clear to the booth visitor who they can get information from. Some companies pick a theme (have fun with it). Shoes polished, clothing clean & pressed.

Grooming – be attractive not offensive…….deodorant, breath mints, no cologne………
Be careful what you eat before you start your shift. Eating coney dogs with lots of onions is not a good choice. Even if you brush your teeth after eating, some food smells linger (like garlic, Cheetos, etc.) as do cigars
Do not eat, etc……

Do not use your phone, tablet, laptop or other electronic device while manning your booth. Do not read the newspaper. Limit conversation with fellow staffers.
- Show attendees you care!

-Stand by the aisle…so you can read attendees name badges and engage in conversation….body language – face the aisle whenever possible……. don’t look like a sentry guarding his post!

Please look pleasant! Smile at everyone you make eye contact with. ………when you look like you’re having fun, people will be attracted to you and your booth.

But……..there’s a difference between being enthusiastic and selling.
And be engaged in….but just remember the 80-20 rule.

By the way, make sure you know why you’re better than your competitors (and can say it without hesitation) – why should I buy from you?

-…Company Line – rehearse it

- Remember - Qualify, record the answers and move on!


Don’t load people with product information……it’s not the time and place for it.

In a major trade show, you may see a great many visitors from other countries.
As Americans, the way we do business can be drastically different than people from other countries and cultures.
Asian visitors: not as direct as we are and more formal…
-Start out with pleasantries………….ask questions, but allow them to tell you what they are interested in - don’t be too direct (are used to taking time to get to know each other before moving forward in business discussions).

Use title, never just their first name. (It is usually the first name used with the title –Mr. Shawn Li would be addressed as Mr. Shawn)…
no need to bow – shake hands, but no additional body contact ….
* Treat their business card with respect……take it with two hands…do not put it away until you are done with the conversation……never write on it , etc.

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When a person of German origin approaches your booth, similar guidelines apply…..
- titles are important
Be direct, serious and polite

(ask.. “Does anyone have anything to add??”)

This should go without saying, but it always serves as a helpful reminder

Your body language plays a big role in the approachable factor. Standing in the booth with your arms crossed makes you appear completely unapproachable!

In addition to keeping your body language in check,
have a positive attitude. Don't put up any type of barrier to your booth space, including physical barriers such as a tchotchke table. Always stand in your booth space as well.

According to the Center for Exhibition Industry Research, 80 % of all contacts made at trade shows never receive a follow up

Prepare a follow up plan BEFORE you leave for the show... How do you plan on dealing with leads? Prepare a letter, phone call or email and any materials you may be sending. Schedule your follow up activity BEFORE the show starts!

Contact your prospects within 2 weeks of the show, so you’ll still be fresh in their minds
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Follow up within 2 weeks of sending information
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How can you stay top of mind until the prospects are ready to buy? In addition to scheduling follow up calls, get them to subscribe your blogs or newsletter or connect with you through social media. Stay in touch often. It may take 8 or more times to get the prospect’s attention before you have a meaningful conversation.

Prepare a follow up plan in advance

Call, email or send within 2 weeks

Follow up any sent information

Have a lead nurturing plan