Your trade show staff is a huge part of your overall brand image on the trade show floor. A friendly, knowledgeable and well-prepared one? They’ll convey a killer first impression, a healthy dose of leads and an overall successful outing.

A not-so-knowledgeable one? Well, let’s not go there.

Do you want to make sure your trade show team is prepared to put on a successful and lucrative trade show for your brand? Then make sure all of them can answer these five questions:

1. What’s in it for me?

At the end of the day, trade show goers want to know one thing and one thing only about your brand: What can it do for me? Do your products make their jobs or lives easier? Could your solutions make their organization more efficient? Do they boost the bottom line or reduce operating costs? Visitors don’t just want to know what you offer, but how those offerings can improve their (or their companies') day-to-day work or lives.

2. How does it work?

It’s not enough to simply talk about what your products are and what they do. Your staffers need to be able to demonstrate and show it, too. Have your team practice live demos of your products before the event. Make sure they know how to assemble the product, operate it and break it down, as well as how to leverage it for its most important uses. Your staffers should be very familiar with every aspect of your products.

3. How are you different?

Trade shows are chock full of exhibitors — many of whom might even be selling the same products and services as you. What makes yours different? More importantly, what makes yours better? Your staffers need to know your unique selling proposition — the thing you do that no one else in your sector can.

4. Where’s the proof?

Talking about how great you are will only get you so far. If you really want to convince visitors of your clout, bring in reinforcements. Make a video of past customers talking about your products or services, or have photos or visuals of your products in action with big-name influencers, brands or users. Display write-ups in prominent publications or industry awards you might have won. Give social proof that you’re as awesome as your staff says you are.

5. Where do I sign up?

Ultimately, the goal of any trade show is to gain leads — people who might genuinely be interested in purchasing your products. To do this, you need a way to capture those leads. Have a laptop set up so visitors can enter their email address, name and title when entering or leaving your booth, and make sure your staff is encouraging participation. You can even go low-tech and just bring a clipboard. The main goal here? Make sure your staff knows how to capture your visitors’ information before they leave the booth.

Want more help making your next trade show a success? Contact Exhibit Options today. Our experienced team is here to help.