Trade Show Participants: Are Your Employees Helping or Hurting You?
This is the season for trade shows - business expos, health fairs, wedding shows, technology expos, home and remodeling shows, home and garden shows and more. Some shows occur only one day while others occur several days, often over a weekend. Business owners pay big bucks for a booth space, hoping to attract new customers and raise awareness of their products or services. The strategy can backfire, however, if the people working in the booth do not represent the business well.
Trade shows attract hundreds of attendees, necessitating the assistance of employees, family and friends. It is not unusual to see teens helping their parents or back office employees meeting the public, perhaps for the first time. Without appropriate training, these individuals may do more harm to the business's image rather than attracting business. At a recent show, a young woman working in a bakery's booth was rude and disinterested. She knew nothing about the products and made no effort to find out, saying only, "I don't know," in response to questions. With similar businesses in nearby booths, you can imagine who gained business and who lost it.
Business owners, you can prevent similar issues by taking the time to provide at least basic training for those who will assist you. They should be knowledgeable about your products or services and courteous to inquirers. If they don't know the answer to a question, they should offer to find out. Though some show attendees can be annoying, it is never appropriate to be rude. Employees should stand to talk to visitors, not sit, which gives the impression they are not really interested in the person. You never know who may be watching and how your business may be affected, so put your best foot forward.
Your assistants should also dress appropriately to project a professional image. If a business suit, a lab coat or a catering jacket will look more professional, ask employees to wear one. Generally, wearing snow boots, jeans or other very casual attire, as the representative of a bridal salon did recently, will detract from the image you desire to project.
Assistants should not be eating or drinking in the booth when visitors are around. If he/she needs a break for lunch, tables or a seating area away from the booth are usually available. Water bottles and drink cups should be kept out of sight and discreetly used between visitors. Display tables should be kept neat and free of personal items.
If your business spent hundreds of dollars for a booth at a trade show only to secure little or no new business, you might want to think about what your booth attendants are saying about your business by their actions and appearance. A little training can be worth thousands of dollars.
Trade shows attract hundreds of attendees, necessitating the assistance of employees, family and friends. It is not unusual to see teens helping their parents or back office employees meeting the public, perhaps for the first time. Without appropriate training, these individuals may do more harm to the business's image rather than attracting business. At a recent show, a young woman working in a bakery's booth was rude and disinterested. She knew nothing about the products and made no effort to find out, saying only, "I don't know," in response to questions. With similar businesses in nearby booths, you can imagine who gained business and who lost it.
Business owners, you can prevent similar issues by taking the time to provide at least basic training for those who will assist you. They should be knowledgeable about your products or services and courteous to inquirers. If they don't know the answer to a question, they should offer to find out. Though some show attendees can be annoying, it is never appropriate to be rude. Employees should stand to talk to visitors, not sit, which gives the impression they are not really interested in the person. You never know who may be watching and how your business may be affected, so put your best foot forward.
Your assistants should also dress appropriately to project a professional image. If a business suit, a lab coat or a catering jacket will look more professional, ask employees to wear one. Generally, wearing snow boots, jeans or other very casual attire, as the representative of a bridal salon did recently, will detract from the image you desire to project.
Assistants should not be eating or drinking in the booth when visitors are around. If he/she needs a break for lunch, tables or a seating area away from the booth are usually available. Water bottles and drink cups should be kept out of sight and discreetly used between visitors. Display tables should be kept neat and free of personal items.
If your business spent hundreds of dollars for a booth at a trade show only to secure little or no new business, you might want to think about what your booth attendants are saying about your business by their actions and appearance. A little training can be worth thousands of dollars.
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