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Etiquette at Events

Saturday, 22. April 2017 | by: Alesja Alewelt | Exhibit Team

Event personnel need to display many different qualities. They should be capable and reliable, demonstrate extensive product knowledge, be sympathetic and flexible with regard to the wishes of visitors, and pay attention to visitors without pressuring them. In addition, there are many further requirements, which means that you need to rely on professional staff. Temps and students with no experience staffing booths at trade fairs will fall short in their performance and, in the worst case, can cause serious damage to your corporate image.    

Rules for booth personnel

  • Always show up to the booth on time, well rested, and ready to go
  • Look good, with a well cared for appearance and fresh breath
  • Wear appropriate clothes, and take the corporate identity into consideration (wearing corporate colors and logos, etc.).
  • Don’t forget name badges
  • Keep your hands in an open position and don’t stick them in your pockets
  • Avoid using cellphones and computers at the booth
  • Don’t use the counters at the stand as a bar
  • Sign out when you’re not at the stand. 

Professionalism is required: etiquette at events

Professional booth personnel bring a mix of specialist skills and sales ability in equal measure. The following points will help capable staff fully achieve the event goals: Invite customers! Think about inviting customers as early as possible and inform them of your attendance at the trade fair.  

  • Establish the business’s main goals, and rank them by importance.
  • Find out what sets your products and services apart from the competition.
  • Always focus on your business’s overall goals, and use them to derive the goals for the event.
  • Don’t just look to acquire new customers at the event; also engage with prospects who could turn into long-term customers.
  • Always convey the event’s core message in discussions with customers.
  • Are you giving out brochures? If so, personalize them. This reduces the risk that your documentation will head directly for the trashcan after the event.
  • Don’t allow discussions with customers at the event to get out of hand. Allow a maximum of thirty minutes per discussion; if you need more time, plan a customer visit instead.
  • Always ensure that you actually give out any freebies you’ve brought along for the event. 

Avoid these classic mistakes

At each event, there seem to be some classic mistakes that are made again and again and that apparently no one can avoid. However, with a little foresight and consideration, these mistakes can indeed be avoided:  

  • Don’t spend too long on the stand chatting with colleagues or neighbors from nearby stands. This discourages visitors because many people don’t want to interrupt. It’s better to leave the stand altogether if you want to have a longer conversation; however, take care to ensure that there are sufficient personnel to staff the stand at all times. If necessary, make sure that back-up staff are available!
  • Always show things in a positive light, and pay close attention to your personal presentation. Laptops and cellphones can get in the way of making a good impression on visitors.
  • Only eat in the break room.
  • Don’t keep visitors and customers waiting.

Tasks to complete after the event

Every event needs follow-up work to ensure that you understand whether your attendance at the event was successful, or if it resulted in losses for your business. Make sure that you secure the resources necessary to complete the follow-up, and keep your promises to get in touch with customers. You don’t need to call all your contacts at once. Set aside a time each day to call as many people as you need to. Categorize them into “hot” prospects and others, and get in touch with the most promising leads first. Compare the expenses for the event with the possible income from increased sales and new customer contacts, and decide for yourself whether the event was truly beneficial for the business.    

provided by FAIRworldwide GmbH

Conversation techniques Exhibition appearance Fair etiquette Follow Up Follow-Up team Sales team Giveaways
Bildschirmfoto 2019 04 16 um 12.31.03

About Alesja Alewelt

Alesja Alewelt, M.A., has been an event manager for over 15 years. In 2008, she founded the Bremen based event management agency, FAIRworldwide, successfully specializing in stands that are shared between multiple exhibitors. Her previous, extensive experience includes working as an event organizer in Munich, Germany, and Melbourne, Australia. Alesja Alewelt is currently involved in creating new concepts to optimize business processes for the sector, with a focus on the use of new technologies.

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