Guest Post by Peter LoCascio
The old saying “Lead, follow, or get out of the way” resounds dramatically at trade show exhibits more than almost any other business environment when it comes to top management getting positively involved in the daily action of booth duty. There is no better way for management to invigorate, motivate and demonstrate their individual commitment and dedication to fellow employees, prospects and customers then by taking an active role in pulling booth duty at a trade show. Whatever the task, top management should meet the challenges of exhibiting by setting the example in the booth and being available to support every business issue that might develop during the course of the entire trade show.
The appointed “A” team on booth duty should include top management who will dramatically and effectively add to the overall horse power of the exhibit presentation to out distance the competition and provide new prospects and existing customers with a greater sense of security and confidence in doing business with your company. A simple hand shake and agreement between your company President and a new prospect might be all that’s needed to close a new piece of business emanating right there from your trade show exhibit.
The trade show exhibit floor should be viewed by top management as a live proving ground where their leadership, knowledge and corporate culture is on display for all to experience, emulate and support especially , prospects, customers and fellow company team members.
There is also no better business environment than a trade show exhibit for top management to be on the ground with fellow employees learning the finer points of presenting, demonstrating and selling products.