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The Ten Commandment of Booth Staffing
We've all seen them. They plunk down their six-foot table across the front of their booth space, fill it with literature, then sit down in their chairs behind the table. Three sins (at least) committed right there.
It's amazing how many people spend all that money to buy a booth space, yet don't exert any effort into maximizing that investment. The scenario above, sadly, is seen at far too many shows. Perhaps the reason is not a lack of interest, but rather a lack of knowledge. So, to help with the education of exhibitors, here are some booth staffing "commandments".
1. You shall not sit.
Yes, show organizers usually provide chairs. Don't use them. Of course your feet will hurt after 6 or 8 hours on the show floor. So, take a break! You start to lose effectiveness after hours of looking at the same booth across the aisle and saying the same things to dozens of people over and over.
2. You shall not create barriers to traffic.
This is the classic "table at the front of the booth" scenario mentioned earlier. Instead, place your table at the back of the booth or along the side. Better yet, if you don't need a six-foot table, use a smaller one or just an island. Also, be careful not to use other "props" that might keep people from coming into your booth.
3. You shall not eat or drink.
What message do you send to a prospect if you're eating when they walk up to your booth? They probably will assume you're too "busy" to talk to them and move on. Also, when you have food or beverages in your booth, there's always the chance of spilling something on your materials. Going back to Commandment One, take a break when you need a bite to eat.
4. You shall not accost people in the aisles.
This is generally viewed as a threat to most people. There's nothing wrong with initiating a conversation, but learn the proper ways to engage visitors. Study body language to know when someone feels threatened. You might need to tone down your approach if a person is shy or insecure.
5. You shall not talk to your co-workers.
You're not paying to talk to people you see every day. You're paying to talk to people you might not otherwise meet. Now, obviously, there may be times when traffic is slow, or you need to communicate something to one another. That's fine. But remember, when someone begins to approach your booth, cut it off. Immediately.
6. You shall not fill your booth with staffers.
Remember Commandment Two? Sometimes those barriers are created by staffers. If you have a 10 x 10 booth, you only need a couple of staffers. Keep in mind, once the visitors start to come into your booth, it will fill up fast. If you have four or five of your own people in the booth, there's no room for the visitors. So, guess what? They won't come in.
7. You shall not put your hands in your pockets.
If you really have a problem with this, wear clothes that don't have pockets. You want your body language to be as open as possible, encouraging visitors to stop and talk. Besides, there's nothing more annoying than talking to someone who is constantly jingling change or keys.
8. You shall not put out every piece of literature you have.
Borrowing from the law of supply and demand, if you have 200 pieces of literature, people probably won't take any. But if you have 20 or 30, they probably will. Likewise, they certainly won't if it's there's only one on the table. No one wants to take the last one of anything.
9. You shall not leave early.
If you've paid to be at that booth for eight hours, stay there. You never know who might come by at the last minute. Remember, top executives are busy people. They might not get there until the end of the day. If you've stayed, while others haven't, then you've just edged up on their list of companies to do business with.
10. You shall smile!
No matter how hard you try, nothing you say means as much if it's not accompanied by a smile!
(C) 1998-2006 Marlys K. Arnold
Marlys K. Arnold is a trade show marketing consultant based in Kansas City, Missouri, and the author of Build a Better Trade Show Image. She travels across the country working with exhibitors and show managers to help them maximize their trade show results. She may be reached at 816-746-7888 or www.imagespecialist.com.
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