You can have the most amazing booth on the show floor, but it really doesn’t matter if your staff is rude or unprofessional. (Or heads-down on their phones!)

Industry surveys indicate that 85% of a visitor’s overall first impression is based on the booth staffer, and it also accounts for 80% of their final decision whether or not to do business with a company!

That’s why it’s critical you choose the right staff … and educate them on how to gather more qualified leads.

No coach in his right mind would send a player into the Big Game who’s never spent an hour on the practice field … right? So equip your booth team with the tools they need to do a great job.

(This 5-part “Back to School” series corresponds to the sections in my book, Build a Better Trade Show Image. It’s the how-to guide I wish I had before my first exhibit, and exhibitors from around the world now consider it the essential handbook to improve their trade show results.)

Who Should (and Shouldn’t) Be Staffing Your Booth

Not everyone is cut out for booth duty.

There are certain personalities (or roles) you may not want representing your brand on the show floor.

From overly-chatty salespeople to out-of-touch executives, some people can unwittingly sabotage your results. Meanwhile you might be overlooking others who could become your absolute best staffers.

And of course you can’t assume that any of them understand how to work a show floor, just because they know how to talk about your products.

“You can have the most beautiful, functional booth at the show, yet still make a bad impression if your booth staff is poorly trained.”

Curious if your booth staff is helping or hurting your results?
Listen to the tips in this episode! (Or you can read it here.)

Master the Art of In-Booth Conversations

Ever had a conversation that feels more like a monologue than a dialogue?

Have you ever been “that person”?

There’s an art to creating a balanced and brief conversation in the booth. And …

Spoiler Alert: It doesn’t happen by winging it!

Communication strategist Rebecca Pierce Murray shares her best tips for polishing up those conversation skills before your next show.

By the end of this episode, you’ll know how to practice the art of “elegant interruption” and gracefully transition from casual banter to serious business without missing a beat.

“Sales is just a conversation. But for some reason, mainstream sales advice completely deviates from normal human conversation.” ~ Rebecca Pierce Murray

Ever worry if you’re saying the right things?
This episode is a goldmine of communication tips. (You’ll find the show notes & transcript here.)

The Challenge of Using Salespeople as Booth Staff 

Reality check: Your best salespeople may not make your best booth staff.

But don’t worry … this episode will give you ideas to transform them from “meh” to “wow!” It’s all about setting expectations, providing structure, and keeping everyone focused on the right goals.

“The very things that make a salesperson great at what they do can often create a challenge in the trade show environment.”

Want to get your sales team working (instead of lounging) in the booth?
Dive into this episode for smart solutions. (Or you can read it here.)

Reframe Your Trade Show Sales Conversations

Tired of slimy sales scripts and awkward cold pitches?

Want to make sure you never come across that way?

You’ll want to take notes as you listen to my conversation with sales expert Aleasha Bahr, who believes there’s a much better strategy for those in-booth sales conversations. (Hint: It’s NOT all about selling!)

In this refreshingly candid episode, she’ll shift your perspective with techniques like “pitch weaving” and “authoritative empathy.” Learn how to handle objections with grace and create a next-steps transition that feels so natural prospects will actually look forward to hearing from you again.

“If they feel seen and heard, that means they feel like you understand them. And if they feel like you understand them, then they believe you understand how to help them.” ~ Aleasha Bahr

Ready to ditch old-school “commission breath” & have more meaningful conversations?
There’s plenty of aha moments inside this episode. (You’ll find the transcript & show notes here.)

Does Your Booth Staff Feel Appreciated?

Nobody wants to feel like an afterthought.

Staff appreciation (or lack of it) can make a huge difference in how your team performs at the show. By incorporating tools like incentives and gamification, you can keep your team fired up instead of burned out.

Get ready to rethink how you reward your staff so that everyone wins.

“It’s a basic tenet of human nature: People love to feel appreciated.”

Let’s get strategic about staff appreciation!
Give it a listen, or read it here.

Bridging the Gap: Aligning Sales & Marketing Objectives

Why do sales and marketing teams feel like they’re from different planets when it comes to trade shows?

Teresa Lopez opens up about what it really takes to create a unified approach, from developing shared goals & language to smoothing out the leads handoff after the show. Plus you’ll hear some fun ways to find the right booth vibe.

“I try to embed myself with the sales teams as much as possible so that they consider me as part of the team and not someone disconnected from them.” ~ Teresa Lopez

Ready to stop the sales-vs-marketing blame game & work together?
Listen to this episode for tactics & real-world experiences. (You’ll find the transcript & related notes here.)

Want your own copy of the book exhibitors rely on as their “how-to manual”?

Pick up a copy of Build a Better Trade Show Image & start building your own strategy.

A portion of all book sales during the month of September will be donated to The Annabelle Project, which helps high-performing students prepare for careers in the events industry.

Want to give books to your clients or team?
Order a case (22 copies) & get a discount + free shipping + an exclusive “Ask Me Anything” session! (Contact me for details!)

Prefer to read an electronic version of the book?
Contact me about the PDF version. (Due to special formatting, it’s not available as an EPUB.)

Already have a copy?
Post a book selfie on LinkedIn & tag me. I’ll send you a special bonus gift!

Recommended Resource: Exhibitor Education Manifesto

Several years ago, I took a stand and penned “The Exhibitor Education Manifesto.” It explains what exhibitor education is (and isn’t) … plus why it matters.

I wrote it in response to the CEIR report, “How the Exhibit Dollar is Spent,” which stated that less than 1% of the budget went towards training the staff. Even though other studies show a well-prepared, well-trained booth staff means significantly better results!

So inside this quick read (less than 10 minutes), you’ll learn the answers to these questions & more:

• Why is exhibitor education necessary?
• Who needs to be educated?
• Who benefits from education?
• What should be included in training (and what shouldn’t)?

Download this free PDF & share it with team members, show organizers, fellow exhibitors, industry vendors, or anyone you feel could benefit from being better educated.

Costs are climbing and you can’t control most of them.

But you can control how prepared you and your team are before you ever set foot on the show floor.