In Minnesota, we are raised to be "nice." But how far does that really get you? For many, nice means passive-aggressive, nice means bite your tongue, or nice means smile and nod. When you're staffing a trade show booth you are acting as a host, and sometimes "nice," in any of its definitions, doesn't always cut it.
Go Beyond Nice
When you are exhibiting, you must put yourself in the mindset that all the prospects in the hall are your guests. If you were hosting a party in your home, no matter the occasion, you would go out of your way to accommodate every single guest. You wouldn't tell them to let themselves in the door, throw their coat over the back of a chair, and help themselves to whatever was in the fridge. Guests in your trade show booth are no different. They need to be warmly welcomed and engaged from the moment you see them.
The Pre-Party Planning
Part of being a good host is proper planning to ensure the event will run smoothly. To have a spectacular trade show, have all your extras prepared. Did you make all the appropriate phone calls and contacts to ensure your trade show exhibit will arrive on time and be set up properly? Does your booth staff know when and where to be and what you expect of them? Do you have an emergency kit with supplies for yourself and your booth?
Whether it's a big theme to the party or the smallest details, having a plan and a back-up plan for everything will set yourself and your guests at ease. Sure, you can get by without it but it will add a little zest and make everything more memorable if you do. Failing to make your plan would be like having 20 people show up for a Super Bowl party and all you have to offer them is a bowl of stale Doritos - the game is still on but it's just not the same.
In The Booth
Now that you're at the show and in your booth, it's your job to make everyone passing by feel welcomed and important. Easier said than done. Part of making people feel comfortable is being genuine. After all, you are exhibiting because you want to use your product or service to help people, right? Attendees don't need a sales pitch from every booth staffer they walk by. Talk to them, get to know them, uncover their needs, or show them what you have to offer. Sales can come after the show but the time to make a good impression and develop trust is now. When the show is over, clearly relay those needs to a great salesperson and let them close the deal.
When all is said and done, any host would be remiss if they did not thank their guests for coming. In Minnesota, the cycle of "Thank you" "No, thank you!" might go on for several minutes until all parties are equally thanked and made aware of their counterpart's gratitude. The same goes for your trade show booth. Let the attendees know that you appreciate their time and offer a closing statement to commit to follow-up.
They will want to hear more about your company after that star treatment, don'tcha know!
The success of your trade show depends on your booth staff's performance. To help you multiply the results you get from your booth staffers, read the Booth Staffing Guidebook.