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Grow your Bottom Line

5 Proven Benefits of Staff Training

Why Train Your Trade Show Booth Team?

Exhibiting is people business. We buy from people we trust AND like.

Your fantastic-looking booth itself can’t shake hands with guests, generate leads, engage in conversation, and build connections.

… But your exhibition staff 𝘤𝘢𝘯.

Here are five benefits of staff training. 

The 5 benefits of staff training

  • DOUBLING your conversions
    Properly trained staff can drive more booked meetings or demos shown (depending on your objectives) as well as convert more leads into sales.

    Their skills in engaging attendees, addressing objections, and showcasing YOUR offers can significantly impact your bottom line - in the short AND long run.

Did you know …
Having a trained team DOUBLES conversion of qualified leads to sales,
 compared to an untrained one?

  • Higher engagement and quality of leads
    Effective staff training can increase your team's motivation. When your trade show staff is well trained they not only know exactly what to do and say – they are also more confident in engaging with guests. This leads to a higher engagement.

Only 26% of exhibitors spend time on exhibition goals and objectives as part of their training (CEIR). However, those who do train objectives, qualification and closing techniques, are also the ones who see an increase in the number of high-quality leads.

  • Making the guest remember YOU
    By planning and rehearsing different customer journeys, you make sure that each guest feels VIIP [Very important individual person] and remembers you – not your competitors.

An average of 15 seconds is the time a staffer must engage in conversation, before a booth visitor moves along, why it’s important staffers know their roles, lines and responsibility.

  • Well trained staff = better performance
    Investing in training demonstrates your company's commitment to employee development. It instills a sense of ownership in the staff as they realize their value to the company's success. They become more inclined to take responsibility for their roles during exhibitions.

    Bonus: This your competitors cannot copy.

In fact, 85% of an exhibitor’s success depends on the booth staff’s performance

  • Alignment and clear KPI's
    Training aligns the entire team with your company's objectives. Consistent training ensures that everyone understands the objectives, target audience, and key messages to convey during exhibitions, leading to measurable ROI.

Did you know…. 
80% of what a visitor remembers best from your booth is their interaction with staff?

3 tips to make staff training work in your company

Tip #1

If you are in marketing – get a friend in sales. And vice versa. 

Years of experience tell us – and as you probably already know – the best and most effective results – is when sales and marketing come together and plan the exhibition. 

Organize sessions where staff discuss tactics, share experiences, and learn from each other. 

Tip #2

Prior to the exhibition, show and discuss the layout of the booth. 

This way everyone can better place themselves and visualize their role and flow. 

Tip #3 

Based on your [aligned] objectives, use role-playing exercises to replicate real interactions at an exhibition. 

Write down scenarios where your team practices reaching out to attendees, how to  handle objections or demonstrate products.

The proven method to succeed with your training:

Great Staff = Greater Success

Course: Trade Show
Staff Training

Having a well-trained staff can make all the difference in the amount of quality leads and sales generated.

... So, can you afford NOT to train your team?

  • Create a high-performing team: Align expectations, motivations, and roles and responsibilities
  • Equip your staff with the right mindset, skills, and tools to be confident and excel at the fair
  • Learn effective communication and booth management tactics for increased visitor engagement
  • 36 minutes
  • 16 lessons
  • English
I want to know more about staff training
Shop course for € 452 (+VAT)

The Trade Show Staff Training Course holds so much value.
The videos become useful tools that we can use as a team.
We can watch them over and over, and re-hear Jakob's insights, when planning our trade show.

Suddenly we have this common language for how we talk, plan and attend trade shows.
It is a whole new way of thinking - a different mindset.

- Kasper Feldt, Cobi Rehab
Get a free initial talk

Do you want to train your team without your budget crashing?

Take your trade show to the next level with one of our online courses or workshops. We will guide you how to implement them at your company, so you and your team get the best start. 

Contact us

Please fill in your information and we’ll get back to you as soon as possible. We look forward to meeting you!  

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