A properly trained booth staffer can also…
First, you’ll want to sort through the list of companies scheduled to exhibit and those who may send representatives to attend (if you don’t already have this information, you can obtain it from the show management). When you consider your target audience, available offerings, and event goals, this group of professionals should be relatively easy to separate into categories. Then, you can prioritize these categories according to your personalized “hot to not” scale. Creating a short hand language and teaching it to your team will help your staff record pertinent information quickly and legibly so it can be conveyed to your sales team for follow up.
Trade shows tend to produce a flurry of activity so between the business cards, badge scanners, and lead sheets, the specific details you worked so hard to obtain may get lost if your team isn’t prepared to effectively and efficiently qualify those who visit your booth. Click here to request an e-mail based mini-series that can help you with the concept of “quality leads” and the steps discussed above.
This stage of your pre-show training provides a great opening for you to remind your team specifically who they should be looking for (especially any key clients and prospects – these are your “must see” attendees) as well as anyone they should politely avoid (like disgruntled past-employees and competitors who may be looking to stir up trouble – these are your “don’t see” attendees).
Key Training Items: expected visitors (by company, size, and type), defined target audience, priority ratings and “short hand” for qualifying notes, “must see” and “don’t see” attendees
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