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A Guide to Working on an Exhibition Stand

Image Source: Pixabay

In order to maximise your chances of making conversions at a trade show, there are certain attributes the sales staff need to have. This is the front line and not really a place for inexperienced newcomers, although trainees can gain valuable experience pairing up with a star performer, and with that in mind, here are some basic qualities a top-flight presenter should possess. 

  • Be Friendly And Approachable – The ideal place to stand is at the front of your stand, smiling and greeting people as they pass. Ask any sales guru and they’ll tell you that you can expect a prospect to walk into your stand, and if you are positioned correctly, you can approach those who show even the slightest sign of interest. Once the exhibition stand contractors have worked their magic, you and your team can man your stations and prepare to fill your order books.

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  • Avoid Using Your Cell Phone – There is nothing more off-putting than a salesperson standing where he shouldn’t be, while chatting on their smartphone. Some think this is a sign of a busy company, yet you are sending out the wrong message, which is, “I’m too busy to talk to you.” The device should either be switched off, or at least in silent mode when manning the stand, and in the event you really need to make an important call, have someone stand in for you while you make the call. 
  • Have Critical Information At Hand – Your company flyers and brochures should be accessible from the front of the stand and placed in several locations, ensuring that wherever you might be standing, you are only a few metres away from your literature. Brochures and other promotional literature should be stored behind the stand and always ensure there is an ample supply. Click here for tips on hiring exhibition staff, which is something you can’t afford to overlook.
  • No Food Or Snacks – There’s a time and place for everything and while doing your stint on the exhibition stand, there should be no evidence of food or snacks. People are reluctant to approach a person who is eating, and if they did, you are not in a position to engage the prospect. It looks very unprofessional to have fast food containers in view, and hopefully there will be a small room at the back of the stand where people can relax.
  • Don’t Leave Your Post – You never know when that dream customer will come along, and a quick ten-minute break could coincide with a potential customer passing by. With a team of 4 or 5 people in your team, everyone can take a short break without leaving the stand empty, and with someone on post at all times, you will never miss out on a prospect.

Image Source: Pixabay

Smartly dressed and approachable, the experienced salesperson would do what they can to maximise the chances of making a sale, and with a strong team spirit and total confidence in the product, your team will attract a lot of interest. Of course, your team can consist of some trainees, as exhibitions are a great training ground for new staff, where they can observe their peers in action, and by making sure that at least one senior person is at hand at all times, your efforts should be rewarded by a high level of interest.