Guaranteed success for your trade fair appearance: Perfect staff!

It was finally time again! It was my third time at FIBO. Back then it was still in Essen. I set off with two colleagues in good time to be one of the first to enter on Sunday morning. It was the main day of FIBO. Lots of shows and events. And of course lots of exhibitors with their well thought-out stand concepts and professional staff. Everyone was trying to stand out and attract as many people as possible. Some were more successful, others less so!

As my colleagues had slightly different interests, we split up and arranged to meet for lunch later in the catering area. Until then, I tried to get an overview of what was new in the industry. When I was in one of the largest halls, which was mainly occupied by fitness equipment manufacturers, one stand immediately caught my eye. Not necessarily because of its size, but rather because of the colors and the spectacular fascia. The stand was recognizable as soon as I entered the hall. I instinctively headed towards it. Inwardly, I was already preparing myself for all hell to break loose there. When I finally stopped in front of the impressive stand, I could hardly believe my eyes. I estimated that the stand was at least 400m². All the equipment was professionally set up. A few models were training on them. But there were hardly any visitors to the stand. Compared to the neighboring exhibitors, also fitness equipment manufacturers, there was a yawning emptiness here. As it was clearly laid out, I counted 6 interested visitors who read through the information board on the fitness equipment. Two of them also took a photo with one of the models. A little irritated, I entered the stand and looked at one or two of the fitness machines as I walked past. Oh yes, there was also staff. They stood behind the counter and looked at the visitors to their stand.The staff didn't seem to feel responsible for advising or entertaining their prospective customers.

As one device in particular had caught my attention, I decided to go to the “staff counter” and ask if anyone could give me more information about it. And then complete chaos broke out. No one felt responsible for the device or dared to say anything about it. Two of the “specialists” disappeared straight into a cubicle. Finally, one of the “older ones” decided to help me. As it soon turned out, he didn't really know much about it either. I thanked him kindly for his advice and left the stand disappointed.

Now I understood why no one was at the stand. Great stand, ingenious equipment and certainly a novelty on the fitness market. Perfectly staged, but the “overworked” staff ruined the whole presentation.

That shows again

There is no second first impression

A well-designed and above all eye-catching exhibition stand is an invitation for trade fair visitors to enter your stand. Your staff will advise and look after interested parties. They make contacts and, if necessary, provide entertainment.

The first impression must be right. It must not let go of the trade fair visitor. And the first impression is achieved not only with the exhibition stand but above all with your staff. Your product or service comes later.

Clothing and body language must be right for the first impression.

What exactly does that mean?

A man dressed in a suit and tie is completely out of place at a sports manufacturer's trade fair stand. Dressing too openly or casually is also not advisable. Your staff should dress appropriately for the industry and target group. It can often make sense to wear uniform clothing so that the external appearance corresponds to your corporate philosophy.

Tip: If you have uniform clothing printed especially for the trade fair, take the opportunity to personalize the clothing by having your employee's name printed directly onto the outer clothing. Alternatively, you can also use name badges that each employee can pin to their shirt, shirt or blouse. This also makes it easier for visitors to the trade fair to address you.

Furthermore, the body language of your staff must be open and friendly. Crossed arms or standing behind the counter looks listless and embodies a lack of interest. Of course, your staff should not be talking on their cell phones, “playing” or eating at the stand. 
Your staff must use body language to show: “Hello dear trade fair visitor, you are very welcome at our stand and I will be happy to advise you!”

Having successful conversations

Does a successful conversation always have to be aimed at obtaining contact details? Admittedly, that's why you're at the trade fair in the first place. But good and intensive conversations also stay in the minds of your prospective customers. The potential for new customers therefore lies not only in the design of the trade fair stand, but rather in the staff.

It is therefore important that if a trade fair visitor is interested, your staff are open and approach the prospective customer. Trade fair visitors can often have an inhibition threshold or be shy. Approach the interested party in a friendly manner. A friendly

“Welcome to * COMPANY NAME*, my name is Mr/Mrs Mustermann (or first name and surname - depending on the industry), how can I help you?”

is a good way to start and is not too pushy. During the conversation, make sure that you show interest in the other person. Answer their questions and needs. In a friendly manner, of course. Even if you have already heard and answered the questions 100 times that day. Make sure you have a balanced proportion of speech. Ideally, you or your staff should speak less than the prospective customer.

Competence and etiquette

Having the perfect trade fair stand personnel is not easy. The staff must have good to very good product expertise on the one hand and a high degree of social competence on the other. Good manners and communication skills are essential. What use is an employee at your stand who can explain your product from A to Z and has the right answer to every question, but cannot “communicate” with people?

Your staff are your figurehead at the trade fair. Unfriendly or incompetent staff will not help you to have a successful trade fair appearance. Even “specialists” are not a good choice. The perfect trade fair stand personnel would therefore be generalists who are good with people and have good product knowledge.

Your stand personnel must be passionate hosts.

Preparing staff properly for a trade fair appearance

However, before you go to the trade fair, you should coach your staff or have them coached. Never do this on the spur of the moment or half an hour before the start of the trade fair. Take your time for this. Once your team is in place, set fixed times for the coaching sessions. The coaching should cover the following topics

• Behavior at the trade fair stand
• Product knowledge - keyword: highlights!
• Approaching interested parties
• Fundamentals and organizational matters (clothing, meeting point, times, break times, etc.)

Tip: Practice your approach, consultations and behavior in role plays, for example. It can cost you up to 70% of your trade fair success if your staff are not properly prepared. Do you already know the 6 trade fair types that you will definitely encounter at a trade fair?

Clearly define how which tasks are to be carried out. If everyone starts interpreting their own tasks, this will only lead to chaos. But also leave some room for improvisation. It is almost impossible to plan everything down to the smallest detail.

Keep motivation high

It can make sense to set up a permanent trade fair team that is on site every day in order to establish a routine in the processes. Another option is to deploy a core trade fair team. In this case, you only replace specific employees.

However, motivation can drop after 2 or 3 days at the trade fair. It can therefore make sense to ensure that employees are motivated. You can do this in a variety of ways.

• Joint activities
• Let something “jump” on the evening of the 2nd day of the fair: Have a meal together, go bowling or do another leisure activity that takes your mind off the remaining days of the trade fair and clears your head. The important thing is, whatever you do, do it together. Tip: Don't talk about the last two days of the trade fair that evening.
• Reward commitment
• Reward your staff for participating in the trade fair if they achieve a specified target. This motivates the whole team. The reward can be expressed as a common goal or as a target for each individual.

What is important!

Choose your staff carefully. A colorful mix with different character traits is good. But the qualities mentioned above, such as knowledge of the product range and social skills, must be a basic requirement.

Get your stand personnel “fired up” for the trade fair during the coaching sessions. Your staff must really want to go to the trade fair and represent your company. Make sure they are highly motivated from the outset.