Five Myths about Exhibitor Education

Exhibitor training... why bother? The Centre for Exhibition Industry Research reports that those exhibitors who understand the unique selling environment on the show floor and develop skills to achieve their objectives are the most successful. When asked, most exhibit managers will agree with this concept in principle. However, when it comes down to organizing training, it often gets put on the back burner. Why?
Here are some of the common myths about exhibitor education.

1. Myth. It is nothing but a pep-up session one hour before the show. My people don’t need that!

Truth. Exhibitor education is more than having a high-powered motivational speaker whip your staff into frenzy before a major show. It is an opportunity to expose your staff to the skills and challenges of working in a show environment. There are many ways to accomplish this including, audio/video programs, written tip sheets, pre-show planning, web-based training sessions and one-on-one coaching. All these options have worked successfully. The trick is to develop a plan that works best for your staff.

2. Myth. My staff has been doing shows for years and knows how to do them well.

Truth. It’s true that many of your staff members have been doing the job for a long time... but times have changed. The last 10 years has seen a dramatic shift in sophistication. The last thing visitors want to see year after year is the same old displays, same old products and same old booth skills. And there is also a challenge for your new staff. Your customers deserve a consistently high standard of professionalism and this comes when everyone is working off the same page.

3. Myth. I can’t justify the time or expense.

Truth. The costs of exhibitor education vary. It can cost as little as a few dollars to many thousands. It all depends on the program you use. Exhibiting is a careful orchestration of hardware, (your booth and signage, promotional items, collateral materials, travel and hospitality), and software, (your people). Think about exhibitor education as an investment in software that will probably only cost you a small percentage of your overall exhibiting budget. There is no point in having an expensive piece of software unless someone knows how to get the most out of it.

4. Myth. I give my staff show tips...when they ask.

Truth. Booth staff who know what they are doing will ask helpful questions. Those who are less experienced will miss important issues. Remember the old saying “They don’t know what they don’t know”. You are going to have to tell them.

5. Myth. My staff resents the time that training takes away from their other duties.

Truth. Sure recruiting staff to develop their skills is tough. From their point of view, sitting in a workshop isn’t productive and takes them away from their regular job. It will take time and commitment to make an training session work. Start at the top level of your organization. Once you have senior management commitment, the rest gets easier. If they are committed to helping the staff and the company find the real results from their show investment, then the appropriate resources will be allocated to ensure success. A little bit of knowledge can go a long way.