How To Prepare Your Staff For A Trade Show

Published August, 2023

Working with professional trade show companies is one of the safest things you can do for a successful trade show experience. But they can only take care of your trade show space. Your staff on the show floor itself will make or break your experience. It’s crucial that you prepare your team for a trade show because it’s not just another day at the office. Here are a few things you can do to ensure your staff makes your trade show successful.

Practice Your Demos

One of the most dubious things a potential client or customer may encounter is a company staff member who doesn’t know how to use a product or service correctly or isn’t aware of all the features available. Make sure you train your staff so that they can do a professional, polished demonstration.

It’s also important to cover all aspects. A sale may depend on a less prominent feature that your product or service may have, and if the staff doesn’t know how to demonstrate or access it, this could cost a sale.

Have Follow Up Plans

It’s not unusual when soliciting new leads to have some promising connections that may require a follow-up during or after the trade show. Whether that is another meeting or establishing a line of communication via email, make sure you have a plan for follow-ups on promising leads and have people in place to execute this.

Once the interest in your product or service is there, you must fan the flames of that interest with proactive responses to keep the connection going and build it into a client or sale.

Mandate Open Questions

Open questions can’t be answered with a simple “yes” or “no” that ends the conversation. This is important because when dealing with potential customers or clients, the line of communication can only keep going if answers are being given that can be responded to and built upon.

For example, asking an attendee what they are looking for in the product or service you offer will give staff a clearer idea of that person’s needs and quickly share with them more insight into which features of your product or service would engage their interest. The more open questions asked the more staff can learn about visitors, and the more this can be turned toward specific responses pertinent to their interests.

If you’re considering participating in a trade show and want to plan your exhibit, we can help. Contact Lighthouse Exhibits, and we can assist you with designing and constructing your trade show exhibit.