Training Tradeshow Display Booth Staff

Absolutely essential to your success at a given event is comprehensive training of your tradeshow display booth staff so each person is thoroughly familiar with all aspects of your product.

Yet for many exhibitors, before-the-show training is often incomplete, rushed or inadequate to yield the type of results or sales potential an event offers.

Tradeshow expert and author Steve Miller suggests in his book, How to Get the Most out of Trade Shows, that you should spend at least a full day of hands-on training at your facility with your tradeshow display booth staff.

To make sure everyone knows the ins and outs of your product before leaving for the show, have your team talk with product engineers, designers or developers.

The more they learn through actual, experiential training and interaction, the more they’ll remember and use in the selling process.

Talking with customers (who agree to meet with your staff), reviewing product satisfaction surveys and evaluation forms, and researching competitor offerings will give everyone attending the show greater insights to help more effectively represent your product to prospects.

Another important training component is to have your tradeshow display booth team review all marketing collateral and advertising your company uses to promote your product. This will give everyone a greater sense of brand positioning and the customer selling proposition.

Develop a thirty-second script or “elevator speech” that describes your product features and benefits. Then have everyone rehearse it so all team members can consistently, effectively and effortlessly talk about your product, explain how it helps and serves users, and discuss why it is better than others available on the market today.

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