Booth staff training

Most companies spend heavily on the structure and nothing on the people inside it, then wonder why the beautiful stand underperformed. Training closes the gap between what the booth cost and what it captures. A workable session takes half a day, not a week: why the company is at this show and what a qualified visitor looks like; an opening question that beats "can I help you?" (open questions about the visitor's situation start conversations; yes/no questions end them); the three-minute pitch, rehearsed aloud; the demo, rehearsed on the actual kit; the capture routine — scan, qualify, note next step — until it's muscle memory; and the polite exit from a conversation going nowhere, because floor time is inventory. Floor rules matter too: no sitting, no phones, no huddling with colleagues, eat elsewhere. The common mistake is running training as an email attachment the week before; standards that aren't rehearsed and reinforced on day one decay by day two, so brief daily, ten minutes before doors. One honest nuance: some of your best product people are miserable at aisle engagement — pair roles (an opener plus an expert) rather than pretending training turns everyone into the same person.