A common question when it comes to exhibiting is who should or shouldn't attend the show as exhibitors? This all depends on a handful of factors: why are you exhibiting in the first place, what's being showcased, and where is the show? You need to come up with a team who will support the company's reasoning behind why it's exhibiting in the first place. Below are a few key items to keep in mind when selecting the members of your ultimate exhibiting team.
Less isn't always more
A common mistake for company's that exhibit is having too few employees to help run the booth. From initial set up to final tear down, there should be more than a couple hands pitching in when needed. Being one of two employees at a show may be overwhelming if they need to handle more than just sales.
If your space looks empty with people, few to little will stop by.
Exhibiting experience - Do they have any?
Trade shows are expensive to exhibit at and you'll lose money if you don't gain the leads you intend to. Having experience under your team's belt is key to a successful show. Knowing how to handle prospects and certain situations will come in handy, especially at larger shows.
Do your employees know how to properly gather information so you may reach out after the show? Does your employees know the product or service that is being showcased at the trade show? Even if someone is new to the exhibiting world, is there anyone joining them in the booth space that does have experience?
Keep these questions in mind when selecting your ultimate exhibiting team. Everyone starts somewhere, and it's best to team up a trade show newbie with someone who has had quite a bit of experience helping them out.
Trade shows are a great learning opportunity
This leads in to our next point - pre-show training for trade show newbies.
If you have a team member who is new to the company or may be right out of their degree, trade shows are a great opportunity to learn more about the industry and have them interact with possible prospects.
Giving them the opportunity to answer different questions and sometimes being put on the spot will allow the new team member to be comfortable later on in different situations outside the trade show floor. Be sure to have a higher level employee there at the show to guide them and be there in case there are questions, or large decisions to be made.
A VP finishes the team
A huge bonus to the exhibiting team is if the VP of the company tags along to the trade show. Not only does this make the show itself look that much more important to the company if it's represented by the highest level, but it will also make prospects feel important if they speak directly with the Vice President.
Ultimately, the best team to take on the show floor are ones that have experience, enthusiasm and know how to draw in prospects. Always have a team meeting prior to the show to recap why you're there at the show in the first place!
