Better Behavior

Your booth staff will be more effective once they've conquered the basics. Here are some helpful reminders to share with your staff before the show.

• Be professional at all times. When attendees see exhibit staff, they see your company. So whether you're talking to co-workers in the restroom, participating in an industry panel, or simply riding the elevator, every word and action represents your company. The minute you board a plane bound for the show, it's show time.
• Ask open-ended questions. Closed questions (those that can be answered with a "yes" or "no") stall a conversation rather than advancing it. So always start a conversation with an open-ended question. A few good examples include: "What brought you to the show?" "I see you're with the XYZ Co. What does your company do?" and "What did you think about ... (the keynote speaker, the new 510 widget, the opening reception, etc.)?"
• Don't be afraid to disengage. It's easy to get derailed by unqualified prospects - or even current customers with the gift of gab. Once you've met attendees' needs and established a post-show follow-up plan, tell people that you'll catch up with them later, or plan to meet them outside of booth hours.
• Be aware of industry news. In addition to understanding the ins and outs of the booth and all of its activities, you need to keep up with industry trends, company announcements, product releases, and so on. Attendees perceive staffers as product and industry experts, which means staff must be able to hold a knowledgeable conversation on pertinent industry topics.
• Smile and stand up straight. Your mother was right - your exterior appearance says a lot about you, and in this case, your company. While a smile is a welcome invitation to open a conversation, standing up straight communicates that you and your company are confident, knowledgeable, and trustworthy.
• Stay healthy. Hangovers, sleep deprivation, or even a common cold not only make you uncomfortable, they make attendees uncomfortable, too. Thus, an unhealthy staffer is an ineffective staffer. Healthy basics such as moderating alcohol consumption, washing hands regularly, eating nutritious foods, and getting enough rest are requirements for healthy, happy, and effective booth staffers.