Selecting and matching exhibitors is a very important task. We should carefully select and match booth personnel. The image of a booth depends not only on the booth layout but also on the exhibitors. The quality and performance of the booth personnel will leave an impression on visitors. A good impression will help the exhibition to be successful, while a bad impression will lead to failure. Moreover, many exhibitors use the booth as a place to train newcomers. The exhibition is indeed a good place to train people, but the cost is too high because the various expenses of overseas exhibitions are very high. Therefore, the exhibitors should be strictly selected, and the selection conditions should consider the following aspects. First, it is best to select management and business personnel with experience, knowledge and technology to ensure the quality and effect of the booth work. Second, if “newcomers” are selected to participate in the exhibition, they should be systematically trained before the exhibition, and the content should at least include sales skills, product professional background knowledge, product technology and product operation. Third, pay attention to the basic qualities of personnel, such as appearance, voice, personality and initiative. Fourth, determine the number of personnel according to the workload.
Qualified exhibitors also have multiple sources, such as personnel dispatched by the headquarters, local personnel and temporary employees. Headquarters staff are familiar with the products, can understand the local market conditions and local market customers through exhibitions, accumulate exhibition and trade knowledge, technology and experience and continue to use them for a long time in the future, but the exhibition costs are high. Local staff generally refer to staff of branches or agents. They are familiar with the market, customers and local customs, and are easy to carry out their work. At the same time, they can save costs in transportation, accommodation and other aspects. But there are also disadvantages, such as local staff may seek benefits for themselves or others at the same time, thereby causing losses to the interests of the company. Sometimes, exhibitors also hire temporary staff specifically. Since they are more familiar with the local market, they may not need travel expenses, will not affect the normal work of the headquarters or local institutions, and are easy to command. But the disadvantage is that they may not care about the long-term goals of the exhibitors, cannot do their best, and may know little about the exhibits.
Therefore, exhibitors should reasonably select exhibitors according to actual conditions. For example, booth managers are usually headquarter staff, while auxiliary staff can be hired locally. Important exhibitors should be selected from the headquarters as much as possible, and unimportant personnel can be temporarily hired as local personnel, and on-site training should be strengthened, such as professional knowledge, product performance and demonstration methods.