Ah, the trade show booth. That sacred 10x10 (or, if you’re feeling fancy, 20x20) patch of carpeted territory where brands meet leads, deals are forged, and swag gets swiped by anyone with a tote bag. But let’s get real: the success of your booth depends less on your flashy displays and more on the people standing behind them. That’s right, your booth staff can make or break your trade show ROI. So, how do you build the ultimate squad to represent your company?

Spoiler alert: it’s not just about throwing a bunch of warm bodies into branded polo shirts. Let’s break it down.

1. Recruit the Chatty Cathys (a.k.a. People Whose Jobs Depend on Talking to Humans)

Trade shows are a conversation game. The more conversations you have, the better your chances of finding prospects, building relationships, and making an impact. That’s why your primary booth staff should be people whose livelihoods hinge on having lots and lots of chats. Think:

• Founders: Nobody loves talking about your company more than the people who created it. Founders have that infectious enthusiasm and encyclopedic knowledge that draws people in. Bonus: they’re usually pretty great at handling tough questions.
• Full-Cycle Sales Reps: These folks know how to guide a conversation from intro to close without breaking a sweat. Plus, they’re used to juggling multiple priorities, which is a crucial skill in the chaos of a trade show floor.
• Sales Development Reps (SDRs): If there were an Olympic sport for engaging strangers, SDRs would win gold. They’re pros at qualifying leads and setting the stage for follow-ups.

Bottom line: you want people who are natural networkers, can hold engaging conversations, and won’t shy away from chatting up a stranger (or 50).

2. Bring the Big Guns (But Don’t Let Them Steal the Spotlight)

Trade shows are also prime opportunities to strengthen partnerships or explore new ones. If you’ve got partners or potential partners attending, it’s a great idea to bring along your business development team and a couple of key executives. These folks are ideal for high-level conversations and relationship-building.

That said, don’t rely on them to do the heavy lifting at the booth. Why? Because their focus (and honestly, their skill set) is different. They’re here to talk shop with partners, not chat with every curious passerby about your latest product update. Keep them as your strategic aces—not your workhorses.

3. Leave the Lone Wolves at Home

Now, this might ruffle a few feathers, but hear me out: enterprise sales reps are usually terrible booth staff. Why? Two words: tunnel vision.

Enterprise reps often have highly specific quotas and territories. If a prospect doesn’t fit their criteria, they’re likely to brush them off. I’ve seen reps ignore perfectly good leads because they weren’t “in my territory” or “my type of account.” This is the exact opposite of what you want at a trade show, where the name of the game is team effort and company-wide wins.

If your senior reps insist on coming along, give them other responsibilities, like hosting private meetings or networking at after-hours events. Just don’t park them at the booth and expect miracles.

Final Thoughts: Build a Balanced Booth Squad

A successful trade show team is like a great sports lineup: everyone has a role, and they’re all working toward a common goal. Prioritize people who are natural conversationalists, sprinkle in some high-level strategic players, and avoid the lone wolves who can’t see the bigger picture.

And remember: your booth is the face of your company for the duration of the event. Make sure it’s staffed by people who can smile, engage, and represent your brand in the best possible light. Oh, and maybe throw in a few coffee runs—your talkers are going to need fuel.

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