One of the most overlooked assets in determining your exhibiting success is the people that staff your booth.
It’s important to understand that buyers make judgments about companies and products based on their interaction with the people in your booth. It’s also important to understand that interacting with buyers in the exhibiting environment is very different than a field sales call or day-to-day sales interactions.
The key environmental differences are:
- Buyers come to you
- With a relatively open mind
- Average interaction in a booth is 3 to 7 minutes
- Information overload impacts their ability to absorb and recall information
- Fatigue has an impact on your staff and booth visitors
- High competitive presence
To counter these environmental differences, here are the key attributes and skills your staff must know how to:
- Keep their energy level high during all open exhibit hours
- Proactively and positively engage people near your booth
- Proactively and positively engage people who enter your booth
- Ask the right questions to gain quick understanding of each visitor
- Concisely, persuasively and interactively present your key product messaging
- Close the interaction by either taking a lead or asking for an order
- Politely disengage from non-qualified visitors
By training your staff on the environmental differences and interaction skills listed above, you will dramatically increase the odds of putting your best foot forward, capturing higher quality leads, and ultimately generating more sales from your exhibit.
