STAFFING AT A THINK BIKE EVENT

INTRODUCTION

What is planned for the show and what TB’s goals are? (This will be covered each morning of the event in the briefing) This gives staff something to strive for.

Exhibit staff should be knowledgeable, enthusiastic members. A large part of a buyer’s decision to buy into TB is based on the quality of assistance received.

Greeting visitors with a handshake helps create the impression that personal attention is being provided. When talking with a prospect, staff should concentrate on the benefits and values TB brings to them, rather than a laundry list of “what you have”. After listening to the visitor’s needs/views, TB staff can then present them with clear ideas of how your TB can fulfil their needs with TB’s products/services and then personally hand them the appropriate brochures and literature about TB at the closure of the conversation.

APPROPRIATE ATTIRE

Consider the subtle message your attire is sending, TB exhibit Staff dress = branded clothes (Bib/TB T Shirt) for a unified look. Don’t wear T-shirts with cartoons/slogans or colours of a MCC. Remember it is the Think Bike Brand that is being promoted.

Whatever you wear, the outfit should be neat, clean and comfortable. Choose the right shoes to wear. You want to have a cheerful face, not one trying to hide the pain of aching feet!

FIRST IMPRESSIONS

You only have a few seconds to make a good impression. Visitors look for someone who:
· is friendly but not overbearing
· has a friendly smile and looks like they’re having fun
· looks like someone who would be good to join/become a member of
· is confident and energetic, even after several hours on their feet
· has a firm handshake (Not wet fish or bone crusher).

Be careful not to have too many staff persons in the exhibit. Unless handled appropriately, a “crowd” of workers can intimidate a visitor and stop them from visiting the TB exhibit. Also don’t chat in little staff clusters, visitors will feel locked out and give the booth a miss.

GIVE IMMEDIATE ATTENTION TO PEOPLE ENTERING the EXHIBIT

Show attendees are impatient. If possible, there should be a minimum of three staff at all times on duty (more over peak times). Avoid radar vision - don’t look at a visitor’s name badge or boobs first; make eye contact, introduce yourself and then look at the person’s badge.

Wear your badge high and on the right side so it’s in the line of vision when you shake hands.

THINGS YOU DON’T WANT TO DO

· Don’t sit down unless you are having a conference with a customer.
· Don’t eat in the exhibit. All that talking makes you thirsty, so it’s ok to refresh yourself occasionally. Keep your drink out of site when not in use, so your booth maintains a neat appearance.
· Don’t chew gum.
· Don’t use cell phones in the exhibit. People will avoid stopping at your booth because they don’t want to interrupt you.
· Don’t stand in the aisle and just hand out brochures. Give your brochures at the end of the conversation so people aren’t distracted and looking at them.
· Don’t cluster and talk with fellow TB Staff. It will look like you are not really interested in talking to the visitors.
· Don’t complain. Visitors can complain, you can’t. You wore comfortable shoes, you are having a good time and you feel great!

WATCH YOUR BODY LANGUAGE

Don’t look like the palace guard standing with your arms crossed or put your hands in your pocket. If it helps, carry something in one of your hands. Greet people with a smile and act interested in their needs. In the exhibit, don’t stand in the centre; stand off to the side, near the front corner of the exhibit also don’t form a picket line across the front of the display, and don’t corner a visitor, leave and exit route open for them.

TAKE A BREAK

Take your break away from the booth, don’t go walk about. Only eat light snacks, fruit and beverages and most importantly, don’t eat garlic/onions or fish! Find a quiet corner to put your feet up. After your break, you’ll be refreshed and ready to go back to the TB exhibit.

AVOID ASKING “MAY I HELP YOU?”

It’s too tempting for them to say no. Avoid other trite questions, such as: “How are you doing today?” or “Enjoying the show?” Instead, try “Thanks for stopping by”, “What prompted your interest in TB?” or other open ended questions, such as “Do you wish cagers were more aware of bikes?” or “How familiar are you with TB?” These questions and others can help you to qualify prospects and determine if it is appropriate to spend more time with them.

Give visitors time to respond; it generally takes five seconds to generate a response to a question. Remember to listen twice as much as you speak.

Engage - Promote - Disengage

Not everyone at the show is a prospect.
Prospects can generally be classified into four types:

Type 1: They came to the show looking for solutions and are ready to buy. You want to spend quality time with them.

Type 2: They are interested, but need more information. Don’t just give them a sheet to read later. Try to spend some time with them and convert them to Type 1.

Type 3: They are not qualified or interested. If it becomes evident that the person you’re having a conversation with isn’t a potential prospect, be polite. Thank them for stopping by and move on.
Sometimes this is not the easiest thing to do. You could say, “Thanks for stopping by” or “I could talk all day, but I know you have a lot more booths to stop at, so I’ll let you go. Thanks for stopping by.”

Type 4: Sometimes current members will come by to resolve problems (i.e. Where are my dog tags?) or just to say Hi. Be prepared to spend time restoring good relationships with existing visiting TB members. Try to take them off to the side so your conversation isn’t distracting to other exhibit visitors.