Train Your Staff to Get the Most From Your Trade Show Booth

In the time leading up to a trade show, with all of the many items that you need to check off your to-do list, it can be easy to overlook one very essential preparation. This essential preparation is training the staff who will be manning your trade show booth. No matter how amazing your booth looks or how great your products and services are, if your staff is not ready, you may lose out in a big way.


To begin with, it is crucial that your team is very aware and focused on your objectives for being at the trade show. Be sure they understand not only the goals for your business, but also any show-specific goals you might have as well. These may need to be broken down to individual goals to ensure everyone stays on track. Don’t hesitate to be very specific so they know exactly what you are expecting. Unless there are clear expectations, your staff may not be able to achieve your objective.

How to Engage

Of most importance is training your staff on how to first engage with a potential client as they pass by your booth. This is a very important moment, one that can make all of the difference. Practice good opening lines that are both confident and clever. Teach your staff how to greet professionally and with a smile. Remind them how important first impressions are.

Use the Booth

Effective trade show booths are not just pleasing to the eye. They should also be able to convey basic information that they can expound upon by your team. Make sure your staff knows the layout of the booth well. Also make sure they are able to direct your potential buyers to the right place at the right time. If you segment your booth by products or services, train employees on how to use it effectively to get the appropriate information across. Everyone should know where you keep additional promotional items and brochures when supplies run low.

Keep The Customer In Mind

One way to keep your potential customers at your booth longer is to be knowledgeable and helpful with other questions that might come up regarding the location. If your staff is able to help those who stop by with directions to the airport or the basic layout of the center, they will have an advantage in engaging in other topics of conversation.

Remember to keep a full stock of marketing materials such as business cards, brochures, postcards, and other promotional giveaway materials. Contact Printing Solutions for quotes and rates to print materials or for help with design of your booth. We have been in the business of helping companies present themselves professionally at trade shows for many years now. And we are happy to share our insight and expertise with you.

Andrew Pinch

Andrew Pinch

Andrew has been working in the print industry since 2003, working in prepress, management, and ultimately owner of print shops, including Printing Solutions of Tempe, Arizona. See Andrew's LinkedIn Profile here.