Things your staff should not do at a trade show

You can pay good money for an excellent exhibition stand, designed to your exacting specifications to attract clients, promote the business and provide opportunities to sell. However, whether clients will choose to take a closer look at your products and engage in your brand can depend heavily on factors other than your stand design. The staff you employ and the ways in which they conduct themselves can have a major impact on the way your stand is perceived by potential clients and therefore the likelihood of securing sales.

There are 3 key rules your staff should follow to make sure they represent your brand and ensure a successful trade show:

  • Don’t use their phones/tablet in plain sight of potential clients.

The staff you employ are there to do the best job they can for you, so unless they are using the phone/tablet to demonstrate a product to a client they shouldn’t be accessing any electronic devices whilst working at your stand. It doesn’t look great when the staff aren’t engaged in their job and appear bored in their role. The aim is to entice clients in, not put them off by appearing disinterested.

  • Don’t talk with each other whilst on the stand.

This may sound a bit extreme and of course it is important for staff to be enjoying themselves at the show. In fact staff that are happy and smiling is a draw for clients. But what you don’t want are staff too engrossed in conversations to notice potential clients. It can quickly make clients feel ignored and prompt them to move onto something else.

  • Don’t pounce on potential clients with a hard-sell.

It’s important for staff to understand the nature of the product you are promoting and how best to engage clients. Some products like foods lend themselves to staff offering free samples to draw clients in. Other products are more visual and require clients to be enticed by the stand and what it offers before approaching them to secure a sale. And not everyone that walks past your stand will want to buy. It’s about knowing the needs of the client.

How can you avoid these behaviours?

There are a number of ways to ensure your staff best represent your brand. Choosing enthusiastic staff has to come first. And to avoid the first 2 rules, incentivising is often a great way of guaranteeing staff remain focused and engaged on the task in hand.

Whilst we can’t provide the staff, we can provide the exhibition stands! Email us for a quote or to find out more about what we can do for your exhibit.