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Trade Shows Versus “Afraid” Shows

Written by: Gary Silverman

Article Overview: What is your level of participation in your industry’s trade shows? Either you work for a company who writes the check and controls the exhibit, do you send a few representatives of your sales staff to “work the floor”, or do you send your sales staff to “attend” the show, learn and observe? Regardless, your team members will require a specific skill set in order to perform effectively at the show.

Trade Shows Versus “Afraid” Shows

My experience “secret shopping” our trade show accounts and their designated competitors leaves much to be desired and I detail the results in my client’s reports. Trade shows are generally held in very nice locations, either resorts, or major cities with plenty to do. The employees selected to staff the show are treated royally. They stay in nice hotel rooms, dine on expense account meals, and the travel is free. Often times the family comes along as would be the case if the show was in Orlando, or Las Vegas. Each day, they staff their exhibit by hanging around fellow workers and discussing the plan for that evening, their round of golf, the previous night’s activity, or worse yet what “gentleman’s club” they will frequent.

The type of customer interaction you find at a show is entirely different than what your sales team experiences in their day to day activities. At the show, you need to be alert, spontaneous, enthusiastic, engaging, and able to quickly develop rapport. Your product knowledge must be flawless. You must have a brief, well organized presentation that leaves your 5 minute guest with a desire to consider buying your product. You are representing your company. Your sales territory may not be anywhere near where your guest does business so you will more than likely never see a sale, but the company will. Or will they? It’s up to you.

Most companies do not have a formal training process for the staff working the show. They may not even have a floor captain. Everyone is out of their comfort zone, and it shows. So how do resolve this problem?

Only invite company representatives who truly want to work the show.
Establish a uniform dress code and name badge for the staff so they look professional and consistent. They must be easily identified.
Develop a sales behavior manual detailing the priorities. Focus on approach time, eye contact, acknowledging all guests, and provide simple questions.
Distribute a layout of your company’s exhibit floor.
Provide adequate staff throughout the show, particularly opening day.
Identify new and prototype products and provide product information.
Have a meeting on the floor at the opening each day and at shift change.
Employ a number of floor captains to direct traffic and police behavior.
Eliminate chit chat and loitering.
Keep food and drink away from your staff.
Develop a program that limits cell phone usage while standing in the display area.
Differentiate your staff, greeters, lead retrievers, sales staff, product experts, and dignitaries.
The identity of any employees not working the floor need to be neutered. In other words, no company ID, as they can be misconstrued as being aloof to the show attendees when they don’t assist.
Compliment and critique.
Monitor general housekeeping. Empty the trash!


If you employ these simple procedures you will have a more effective show, make better impressions, and turn the “Afraid Show” back into a “Trade Show”.

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Article Tags: adequate staff, comfort zone, company representatives, customer interaction, exhibit floor, expense account, eye contact, fellow workers, gentleman, hotel rooms, major cities, name badge, nice hotel, product knowledge, sales territory, simple questions, team experiences, trade show, trade shows, uniform dress code



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