Staffing Your Trade Show

It's not enough to simply attend an event equipped with trade show giveaways and business cards; the staff you choose to represent you will make a huge impact on your success. No one wants to be bullied or annoyed at an exhibit, but they don't want to be ignored either. Find the balance. Here are a few key qualities you should look for in your staff to choose the right team to attend your next trade show:

• Knowledgeable - Your team should be knowledgeable about your business. Every member should know the ins and outs of how it works as it relates to the customer. Choose those who can explain what your company is all about in simple terms that potential business can understand. This group should also be able to communicate your unique selling proposition so that attendees can clearly see your value.

• Engaging - Look for employees who are outgoing but not pushy. Choose a team that is comfortable approaching people without making them feel pressured. They need to be more than just friendly; they need to engage people in conversation and make passers-by want to stop and chat.

• Approachable - Trade shows are often filled with tight schedules, tiring travel and lots of stress, but your team must never show misery. Make sure those you choose will keep a positive attitude and portray a welcoming energy that will make them approachable even under pressure.

At a trade show, the team that attends is the face of your company or organization. Make sure you're putting your best foot forward by choosing the right people for that team.