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Staff Training For Successful Exhibitions and Events

The sales targets have been set, the banner stand design has been finalised and the exhibition or trade fair is just around the corner. One of the most important things to do before attending any sort of promotional event like this is to ensure that all of the sales and marketing staff who will be attending the event are completely sure of the brief and their role in the team. Employees who are uninformed about certain offers or discounts will look foolish and unprofessional if confronted with a knowledgeable visitor, whilst training them in the correct way to assemble their exhibition display will also save them time and effort at the beginning and the end of the event. Here are five top tips to ensuring all staff are ready to project the very best company image when representing a business at an exhibition.


Be sure to hold intensive briefing sessions with staff so they understand their role, their objectives for the day, and any other important information regarding a specific event. They should be familiar with the products or services they are selling, and have an in-depth knowledge of how they function. Prospective clients with good knowledge of similar products can ask difficult questions as they endeavour to find out which products will give them the best value, therefore it is crucial that employees feel confident answering these questions.

Body Language

Staff at any exhibition should appear relaxed and approachable, without appearing intimidating or overly confident. It is a fine line to tread, but keeping employees smiling and looking friendly helps to give great first impressions, and visitors are more likely to stop for a discussion about a product or service if they feel the staff there are only too happy to help. Many organisations train their staff to accost visitors as they walk past and give them an offer that they can’t refuse, but the vast majority of exhibition visitors will not appreciate this; they might have experienced it five times just walking into the exhibition and many will be more taken with a team who are relaxed and ready to help, rather than aggressively selling or pitching.


Working on an exhibition stand for an event, whether it is one day only or whether it’s a week-long extravaganza, can be tiring and stressful at the best of times. It is important to keep staff motivated throughout the duration of the show to ensure that they are at their best. Providing incentives is a great way to do this; a prize for the most deals at the end of the week, or perhaps a bonus for the person who gets the most follow-ups. Having a senior member of staff on the stand will also raise their game significantly; having top level management around encourages sales teams to impress and work hard, so even asking a director or senior manager to have a stroll around the trade fair can have a galvanizing effect on the sales team.