Report from the Field: Observations on Four Types of Booth Staff

Our colleague, Scott Cytron, and I recently were trading stories about trade show experiences. Scott comes from a different circle of shows than I do, but his experiences are very similar. He came up with this report talking about the four types of trade show reps:

"I’ve told this story quite a few times over the last few months – always to be met with some great laughter, so I thought I would share it here.

I think there are four types of trade show people – not the attendees, but the company reps who work the shows to gain leads for business:

1. The Go-Getters. This group is the one that excels, always thinking ahead to the next stop-by attendee and truly putting his or her best foot forward. The Go-Getter often is in front of the booth instead of behind a table or behind a kiosk, welcoming each and every attendee and talking to any potential leads as possible. These are the ones you want working your booth.
2. The Italian Suit Guys. These are the Mr. Slicks--the guys who are more concerned with their appearance than they are with selling a product or service. They are always on their cell phones, combing their hair and looking in the mirror to ensure they are all put together.
3. The Sit-Down Laggards. ow many times have you been to a trade show in which the reps are sitting down, totally unconcerned with booth traffic and just about anything else. They are unconcerned and usually checking e-mail, and are not the ones you want on your team. Yuck.
4. The Logo Shirts. Images of cheerleaders come to mind, although “energy” is not a bad thing; still, you do not want to be mowed over with corporate speak when it comes to trade show reps. These folk live and breathe the company mantra. OK – that’s not so bad either, but it’s often too deliberate and too in-your-face for my taste.

OK – now it’s your turn. Give Scott and me some feedback and some stories on your favorite or unlikeable trade show reps. Or other trade show stories.

Thanks, Scott.

TTSG

Booth manners

I remember when my kids were little I’d remind them to practice their table manners and good behavior at home so that when we were out in public they’d remember them. Good manners make a good and unforgettable impression on strangers, particularly ones you want to do business with.

There are some dos and taboos for everyone doing booth duty. Three key dos:

1. Be clean and well groomed and presentable. Always have a breath mint handy. Wear the uniform or prescribed dress.
2. Be prepared, do your homework. Know what is expected of you in the booth.
3. Always be polite and well mannered; please, thank you, may I help you are all phrases that belong in your booth vocabulary.

Now the taboos. Then there are things you shouldn’t do in any booth at any time, particularly your own. Three key things to remember:

1. Don’t eat, drink, smoke, sit down, converse at length with other staffers (or on your cell phone) in the booth.
2. Don’t be late or absent to your appointed scheduled booth duty hours.
3. Don’t pocket leads or interfere with the sales process.

This list is by no means exhaustive, but it is a starting place. These skills and duties should be supplemented with a good pre-, during- and post-show meeting schedule that briefs and debriefs your staff about the show. They need to know what’s expected of them before, during and after the show. Competitive information and customer or prospect scheduled meetings need to be announced and know to all who may be on duty in the booth. Be prepared and do well.