One summer during college I had a job as a busboy at The Old Ebbitt Grill, just around the corner from The White House. The best piece of advice given was that a busboy had to be like a shark, and never stop moving. That same advice works wonders for a trade show booth staffer.
Your best booth staffers have a strong work ethic, a wide variety of skills, and Gumby-like flexibility. Booth staffers are more than eye candy at the edge of the booth; they are the epitome of multi-taskers.
Here are 44 things booth staffers can do, in your booth and throughout the show:
- Set up your trade show displays
- Take leads
- Be a brand ambassador
- Advance the buying cycle
- Engage attendees in the aisle
- Establish relationships with prospects
- Qualify leads to establish needs
- Present how their company can solve a prospect’s specific needs
- Overcome objections
- Record each prospect interaction
- Give presentations
- Demonstrate products
- Introduce your new products
- Answer technical questions
- Recruit potential employees
- Gather competitive intelligence
- Gather market research
- Give interviews to industry press
- Meet with potential suppliers
- Forge new business alliances
- Network with industry peers
- Attend keynote and seminar sessions
- Dine with clients, prospects, and business partners at breakfast, lunch, and dinner
- Attend hospitality events
- Host hospitality events
- De-clutter the trade show display of accumulated cups, empty water bottles, scatter literature, and other trash
- Spot-clean the booth surfaces and flooring
- Enter leads into the database
- Fix or find fixers for technical glitches with computers or internet connections
- Sort leads by quality and pass on hot leads right away
- Restock promotional items, literature shelves, business cards and candy bowls
- Unwrap giveaways (or wrap with company branded paper)
- Serve food and drink to prospects
- Meet with existing clients
- Refill lead form print pads and staplers
- Take a break to recharge
- Walk the show floor and take the pulse of the industry
- Help rookie staffers learn faster
- Ask veteran staffers how to succeed
- Share with management their insights on what’s on the mind of the attendee
- Share with management what went well and how to further improve the company’s trade show performance
- Dismantle the trade show exhibit
- Ensure the crates come back
- Ensure the exhibit ships with the right shipper to the right place
That’s a lot for booth staffers to do, and rare is the person who can do it all. The first sign of civilization was the division of labor, so do the civilized thing and give your booth staffers the jobs they do best. For example, it’s almost certain that your top management prefers to meet with business partners rather than refill lead pads.
Choose your booth staffers who will both take full advantage of the many valuable business activities possible at a trade show, and will roll up their sleeves and smilingly complete even the most unglamorous tasks.
And never stop moving.
What else do you or your booth staffers do at a trade show? Share with your peers in the comment box below.
85% of your trade show success depends on your booth staff’s performance. To help you multiply the results you get from your booth staffers, read the Booth Staffing Guidebook. Click here to request your free copy of the 48-page book filled with insightful articles, worksheets, and checklists.