'The exhibition medium is unique' from www.stafftraining.com:

1. The exhibit medium is unique, requiring both sales and technical personnel.

2. Personnel need to learn how to communicate in different modes, in less time and with more focus.

3. Since the buyer is coming to you, the approach needs to be different

4. Most exhibit staffers work or are assigned to a variety of sub-organisations within the company; at a show, they must act as one team. A training session allows this team building to be accomplished along with skill development.

5. Only the stand staff can sell. 85% of an exhibitor's success lies in the performance of the stand staff. The stand, the live presentations, the graphics, giveaways and the demonstrations are there to help your sales staff to sell.  For the staff to perform and provide a return on investment, they need to be trained in exhibiting sales skills.

6. Selling skills which work well on a daily basis, will not work in the same manner on the show floor. 

7. CEIR (Centre for Exhibition Industry Research in U.S.) studies prove that 94% of show visitors look for product knowledgeable staff. 

8. exhibiting is hard work

9. Stand staff need to know the organisation's reasons for exhibiting. Over 50% of all exhibitors set not objectives. Return on investment (ROI) becomes impossible to assess if your don't know what your objectives are for going to the show.

10. Exhibiting is an integrated selling tool. A pre-show meeting is the ideal place to communicate how this all pulls together. From a logistics standpoint, it can deal with show times and work schedules, hospitality events, special customer demonstrations or appointments. From a communication standpoint, it states what messages you want the attendees to hear. From an ROI standpoint, you can make perfectly clear  what you want to take home from the show:  generate xxxx qualified leads, conduct xxxxx demonstrations, talk to xxxxx number of new prospects.