Trade Show Booth Staff Training Expert, Susan Friedmann, CSP, The Tradeshow Coach

A recent Gillette Survey of 500 HR professionals revealed that 84% agree that well-groomed employees climb the corporate ladder faster than those who are not well-groomed.  When it comes to first impressions, 90% of those surveyed place more importance on being well-groomed than even a firm handshake.

Tradeshow exhibiting, and your presence on the show floor, at educational sessions, and networking events, is when those first impressions count the most. How you look sends important visual cues to your prospects and customers about your professionalism, and your confidence.

As a company ambassador, your role should be one of complete and utter professionalism. Does that mean you need a uniform? Not necessarily. However, it does give a unified look to your team, and easily distinguishes you from others, especially in a crowded booth.  Uniforms help visitors easily pick out the company representatives.

No matter what, professionalism, being well-groomed, and proud to be at the show representing your company, is essential.  The role of company ambassador should be viewed as an honor. Leave behind the naysayers who feel shows are a necessary evil, and a waste of time and money.

A USA Today Snapshot® based on the Gillette Survey, featured the biggest red flags for job interviews:

Body odor 90%

Wrinkled, inappropriate or ill-fitting clothing 61%

Sweat stains 54%

Messy hair 49%

Piercings/tattoos 46%

These all aptly apply to your trade show exhibiting. I would also include bad breath in this list.  Very few people have the courage to mention this to your face, so the responsibility is yours. Popping an Altoid in your mouth every few hours, helps guarantee a little “breath freshness.” Plus, peppermint acts as a quick “pick me up” without the side effects of caffeine.

Jeffries in his book “What Up With Your Handshake?” notes that, “whether you’re actively job searching or currently employed, you never know when the next opportunity will present itself.  You can run into a potential employer at the gym (the tradeshow booth) or on your way to the store (a networking event), so it’s really important to look and feel your best at all times.”  Tradeshows and meetings are public forums where you never know who you’ll meet, and what opportunities are on the horizon.

This all adds up to awareness, and just looking your best at all possible times.

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