Effective Exhibiting: Staffing and Etiquette

Michael D. Chambers FCSI, FAIA

[Editor's note: Michael wrote this column after the 2006 CSI convention in Las Vegas.]

Having recently returned from the CSI National Convention in Las Vegas, I have some observations and comments about my experience on the show floor. Trade shows and exhibits are critical marketing opportunities for construction product manufacturers and related industry members. I was particularly dismayed by a number of exhibiter’s booth staffing strategies and the general lack of understanding of effective booth etiquette.

Exhibiting Strategy

My personal philosophy of exhibiting can be summed up by Woody Allen’s quote, “80 percent of success is showing up”. If you are not present you are not a player. It was very interesting to see who decided NOT to exhibit at CSI this year, and more telling, how many former large exhibitors who were still there, albeit with scaled down booths.

The other 20% of success is what you do while you are there. In choosing to exhibit, it is critical to have a more holistic strategy than “how many contacts can I make”. In my experience the most effective and successful exhibitors focus on having key experts staff the booth to ensure the best information is available, relationships are established and maintained, and the atmosphere of the booth is both professional and relaxed. After all, exhibit-type trade shows, such as CSI, are NOT sales events, but rather and much more significant, social events.

How an exhibit booth is staffed and the staff’s attitude is highly significant to the success of the exhibit and effectiveness of the sales and marketing activities on the show floor.

Booth Staffing

A significant number of booths at CSI were staffed by junior sales types who, in general, were not knowledgeable or engaged in the selling process. Of interest, these were not only new exhibitors, but long time exhibitors obviously trying to cut costs. Unfortunately what they received for their “value engineering” was a less than optimal performance, frustrated attendees, and no way to really evaluate the resulting contacts.

Booths should be staffed with a mix of experienced senior staff and junior staff members being mentored and shown the ropes. Shadowing an experienced sales type is a very effective way of learning and gaining experience. As good contacts are made the senior person can explain how to evaluate the contact and what type of follow-up should be implemented. While there is no such thing as a bad contact, they do need to be prioritized for the most effective and efficient response.

In the final analysis, the exhibit booth is an extension of the corporation’s brand identity. I am often amazed by the ugly and poorly designed booths that major construction product manufacturers allow to be seen at national shows. They will spend millions on advertising, literature, and websites but balk at spending a few thousand on a well branded booth and competent sales types to staff it. It does not need to be big or grand, just a simple booth that reflects the best of the brand and experienced, socially adept staff members having a good time in it.

Booth Etiquette

Dr. Allen Konopacki of www.tradeshowresearch.com has done extensive research on the psychology of exhibiting and how to maximum sales results from exhibits. A number of years ago I had the privilege of co-presenting with Dr. Konopacki at a CSI Exhibitor Seminar. He has a number of insights and suggestions for more effective exhibiting. They include body language, eye contact, and how to handle the busier moments in the booth.

Body language is critical in an exhibit. What attendees see you doing and how you present yourself can have a lot to do with getting people to stop and talk. How approachable are you? Is your dress and attitude open and welcoming or something less than that? I have observed several trends that are very troubling and contribute to poor exhibit results.

Cell phones. I have many photographs of people passing by a booth while the staffers are talking on their cell phones. When you are exhibiting, you must put your entire attention into the show. If you get a critical call, leave the booth and go somewhere else to take the call. Better yet, use voice mail and return the call at your leisure.

Number of Staff. If you are going to bring 15 people to the show don’t expect to put all of them in a 10x10 booth. Either get a bigger booth or stagger the timing. A booth filled to the brim with hungry sales types is not very welcoming. The idea is to invite attendees in for a chat not a mosh pit. Conversely, do not leave the booth unattended. I must have seen a dozen booths at CSI with no one in them, often for 15 or 20 minutes. What were they thinking?

Chairs. Under no circumstances ever sit in your booth. Sitting indicates disinterest, lack of energy, and is extremely discourteous. Trying to talk to someone sitting down is very awkward and is just bad practice.

Eye contact is important in conversation and establishing relationships. However, research indicates that it is the quality of eye contact not the quantity. This topic is beyond the scope of this discussion but Dr. Konopacki has a very insightful discussion on his website which is well worth reading.

Often a number of attendees will visit your booth at the same time. What can you do when you are outnumbered? Dr. Konopacki has a great technique that has worked very well for me and others. When you find yourself involved with an attendee and another one approaches, simply excuse yourself and briefly turn to the newcomer, welcome them, and let them know you will be with them in a minute. Turn back to the original conversation, wrap it up, and move to the newcomer. If the current conversation is critical, then ask them to wait a moment while you help the other people. If they must move on get a business card and tell them you will follow-up. The ability to graciously handle a crowd is the hallmark of an experienced and effective exhibitor. I wait in more than a dozen booths to speak to someone and was totally ignored. I left.

People are the key to every successful and effective exhibit. As you plan for your next exhibit give some thought to who will staff the booth. Make certain they have the social skills and perceptiveness to effectively represent the company, its brand, and the products in this highly competitive construction marketplace.

Michael D. Chambers, FCSI, CCS, FAIA is Technical Director for SB Architects, San Francisco (415-673-8990) and principal of MCA Specifications, Construction Product Marketing Group (415-239-6566), www.mcaspecs.com