Putting Together the Right Exhibition Stand Team

Do you want an exhibition stand team who are enthusiastic and friendly, with a good working knowledge of your brand, product or service?

It sounds simple, doesn’t it? But the truth is, getting the right mix of people for your exhibition stand can be tougher than you think.

When you hire professional promotional teams for exhibitions, you can make more of your time at a trade show or exhibition.

But the question still remains, how do you build the right exhibition stand team who turn challenges into opportunities?

Things To Think About BEFORE The Show

Everything about your business and brand is on display at an event, trade show or exhibition. And so you need to be clear what mix of skills your team need.
HINT – no two trade shows are the same so the team you had for your last event may not be the team you need at an upcoming one. With this in mind, choose your team on a per-event basis.

The five key skills that an exhibition stand team member need are;
1. Approachability – can they pull in people from the aisle and onto your stand?
2. Decisiveness – do they know the killer questions to ask and when to ask then?
3. Knowledge – do they have the in-depth knowledge that this kind of event dictates?
4. Conversation – can they qualify leads and converse so that there is a lead to follow up?
5. Tact – do they know when and how to ‘move people on’ when they clearly are not your buyers?

The Size of the Exhibition Stand Team

You can imagine that we are asked all the time what the optimum number of team members
should be.

There are various ways to look at this question. For example, the bigger your stand, the more people you may need. Or the bigger the exhibition or trade show, the more team members you need.

But there is a reverse psychology to this too. A customer who is genuinely interested in your product or service and wants to find out more will wait a few moments whilst the staff team speak to other people.

But this comes with a caveat – if you have a professional promotional team working your stand, they will spot the lingering customer and make sure that they orchestrate the stand so that they are reached and engaged in good time.

And so the answer is this: the quality of your team members trumps the number of people on your team every time.

At the Event

Your exhibition stand team need to do more than just chatting with passers-by;

• Familiarization – in full flow, your stand is a busy place so everyone needs to know where marketing materials is kept, what the Wi-Fi login details are and so on.
• Maintenance – a busy stand can become messy and unattractive. Every team member needs to understand that they are responsible for maintaining the attractive appearance of the stand.

What they shouldn’t do…

• ‘The Huddle’ – it is tempting to stand and have a chat with your colleague but what message is this giving out to passers-by. Don’t do ‘the Huddle’, as tempting as it may be.
• ‘The Bouncer’ – another temptation is to stand in the access point of your stand but this ‘bouncer’ stance stops people seeing into your stand and what’s on offer. Stand towards the back of your stand.
• ‘The Pouncer’ – let people browse and look at things, don’t pounce as soon as they step foot on your square patch of trade show stand.
• ‘The Eating/Sitting/Chatting-on-the-phone’ one – eat away from your stand, drink away from your stand and no, taking business or personal calls on the stand is not conveying the right message. Work out break times and lunch times because these are important as they are a chance to take the weight off your weary feet.

The importance of the right team has never been more important. So how do you choose the promotional staff for your exhibition stand? It’s Easy! Contact us below.