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Welcome to Skyline’s Trade Show Tips,
Our May issue brings you reader tips about putting some extra spark in your booth staffers’ performance on the show floor. You’ve probably heard all the basics like, “Don’t sit,” “Don’t eat,” “Wear your comfortable shoes,” and “Lose the cell phone.”
So this time around, we’ll go beyond and share some ideas that will help you get to the next level. Better booth staffing is all about training and execution. After all, the investments made in marketing message, design, show selection and booth space depend on execution for their payoff.
It’s also time to once again ask for your input. In this issue we offer you the 2007 Trade Show Tips Readers’ Survey. Answer a short set of questions to qualify for a drawing to win 1 of 3 iPod Shuffles – see below for details.
Please read on and enjoy!
Bill Dierberger – Vice President of Sales & Marketing
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| Booth Staffing Tips from Our Readers |
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Because many of the aspects of great booth staffing and great staff performance are based in common sense, there is a tendency to apply less discipline to this critical area of exhibiting than it deserves. To help avoid some of the pitfalls that may come from a false sense of security, here are a few tips from your peers.
My favorite tip to share with everyone is to "be yourself." I have done shows for a number of years and seen people "turn it on." The general public can tell the difference between when you are making a pitch and being who you really are. The majority of my sales have been when I have been the genuine article. Just me!
Paul Hilchey-Chandler, The Maine Highlands
If you find yourself in a reasonably cooperative environment at the show, you might be able to build a synergy with your booth neighbors as this tip shows…
Make friends with the booth staff near your booth. It's invaluable to have a trusted friend to cover your breaks and you never know... they could turn into an important lead. They see more about your product than anyone else.
Erica Meyers Carlson, Grant Thornton LLP
It’s worth it to give your booth guests a moment to de-pressurize after they have entered your space. Here are three ideas to get your time off to a smooth start and help to build that relationship that could lead to more business for you.
I have found that giving a visitor to the booth a few minutes to browse around a bit is always helpful. As a show visitor myself I always like to have a minute to find something that interests me – if I am approached before I have a chance, then I tend to want to move on.
Steve Stevenson, Laser Sales Inc.
And …
Don't stare at name badges right at the outset of meeting someone. It comes across as "trying to qualify."
Moriah Bacus, Permaquik Corporation
And …
People who attend shows - I feel pretty much know why they are there. So when you see someone approaching your booth - let them breathe & look. Approach them with a smile, an easy-going manner. Do not let them feel attacked.
Mary Sessa-Lipsey, LexisNexis
A well-trained and prepared staff is one of the keys to a highly successful show experience. Here are some thoughts on training and execution.
Providing adequate soft skill training and a mission objective for the show to your exhibit staff then supporting their active practice of what they learned, are key factors in creating positive experiences and results with attendees.
Carson Tang, Carson Worldwide
The big tip is to realize you have to ‘work’ the booth not just 'be in the booth.' Never have any barriers between yourself and the attendees, always stand, and invite people into your booth first with your body language, eye contact, smile and then words. You will not capture everyone's attention or interest but it is surprising how many more will stop with just an invitation. . . I have been amazed at what I've learned and how often a perspective customer would have simply strolled on by but for an inviting/welcoming interaction.
Tricia Beem - Grand Island, Nebraska CVB
Of course, don’t forget the “elevator” speech.
Have a clear and catchy 15-second soundbite about your company that's well-rehearsed by your entire show staff.
Nan Holda, Gelato Federation
If this has stirred your appetite for more information about booth staffing, be sure to check out our offer below. This month we are offering the Skyline “Booth Staffing Guidebook.”
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Trade Show Tips 2007 Readers’ Survey
It’s the 2007 Trade Show Tips Readers’ Survey. We truly appreciate the great response that you have given to this project in the past – so much so that we are again offering you the opportunity to tell us about your concerns. And like last year, we are entering everyone who responds to the survey a chance to win one of 3 iPod Shuffles. If you submit a tip, we will enter you twice for the drawing.
Click here to take our short survey, and good luck in the drawing.
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The Booth Staffing Guidebook: The Answer to Your Booth
Staffing Questions |
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It’s an oft-repeated truism that 85% of your trade show success depends on your booth staff’s performance. Yet some exhibitors, because of lack of time, money, or understanding of the difference between selling at trade shows vs. field selling, still skip the critical steps of properly selecting and preparing their booth staffers. That’s pennywise and pound foolish.
To help you multiply the results you get from your booth staffers, Skyline has just published the Booth Staffing Guidebook, a 48-page book filled with insightful articles, worksheets, and checklists. Click here to get your copy.
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What The Exhibiting World Is Turning To…
Get this new White Paper and better understand the market forces that are causing exhibitors to re-evaluate their exhibit properties. This timely information can also help you to demonstrate and explain exhibiting trends to your company management.
Click here to get your copy of the new White Paper,
The Trend to Custom Modular Exhibits.
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Skyline Exhibits
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St. Paul, MN 55121
Phone: 800-328-2725
www.skyline.com
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