When it comes to making a lasting impression at trade shows and exhibitions, the design of your stand and the quality of your products are crucial. However, the real game-changer often lies in the effectiveness of your stand staff. At Oaken Design, we understand that the individuals representing your brand play a pivotal role in transforming booth visits into meaningful business opportunities. Here’s how you can optimise your stand staff training to ensure they not only attract but also captivate and convert your audience.

Cultivate the Right Mindset

Empower with Ownership: Instill a sense of ownership in your staff. When team members feel responsible for the outcomes of the event, they're more likely to be proactive, engaged, and committed. Encourage them to think of the stand as their own business, where every visitor is a potential key client.

Foster a Positive Attitude: A positive attitude is contagious and sets the tone for interactions. Train your staff to maintain a welcoming and enthusiastic demeanour, which can significantly enhance visitor engagement. A smile and genuine enthusiasm for the conversation can make your stand a pleasant and memorable stop amidst a busy exhibition.

Behavioural Recommendations

Active Listening Skills: Train your staff in the art of active listening. This skill ensures that visitors feel heard and understood, creating a personal connection and building trust. Teach them to listen more than they talk, to ask clarifying questions, and to tailor responses based on the visitor’s needs and interests.

Adaptability in Interactions: Every visitor is unique, so flexibility is key. Staff should be able to read cues and adapt their approach accordingly, whether it means shifting from a technical explanation to a simple overview or switching from a hard sell to a soft, consultative conversation.

Engagement Techniques: Role-playing different visitor scenarios during training can prepare your staff for real interactions. Teach them effective engagement techniques such as open-ended questions that invite discussion, demonstrations that involve the visitor, and storytelling that weaves your product into relatable contexts.

Consistency in Messaging: Ensure that all team members are consistent in the messaging they deliver. This consistency reinforces your brand identity and prevents any confusion that might arise from conflicting information. Regular briefings each day of the event can help keep your team aligned on any updates or strategic shifts.

Behavioural Cues and Body Language

Open Body Language: Encourage staff to use open body language—uncrossed arms, smiling, and maintaining a welcoming posture. This non-verbal communication can make your stand more approachable and encourage visitors to engage in conversation.

Proactivity: While it’s important for staff to be approachable, they should also be proactive in initiating contact. Training them to step forward, greet visitors entering the stand, and engage them with an interesting question or comment can increase interaction rates significantly.

Reflect and Learn: After each event, conduct a debrief session. Discuss what went well and what could be improved. This not only helps in refining strategies for future shows but also reinforces learning and growth among your team members.

By focusing on these mindset and behavioural aspects during your stand staff training, you can ensure that your team is not just present at the exhibition but is actively contributing to its success. At Oaken Design, we believe that well-trained, empowered, and engaging stand staff are your best asset in turning your exhibition space into a powerful conduit for business growth and brand advocacy.

For details on our stand staff training and coaching workshops contact suzanne@oaken.design