"I need two hostesses for the fair."
That sentence, as it stands, is where most problems begin, because it doesn't say what they have to do, what profile you need or how much autonomy they will have.
When you don't define it, the provider interprets. Sometimes they get it right, but often they don't.
Before calling anyone, answer these questions, in writing if need be.
What exactly are they going to do?
"Looking after the stand" falls short. Be a little more specific:
- Will they welcome and filter visitors to pass them on to your sales team?
- Will they give technical information about the product?
- Will they collect contacts with a tablet in the aisle?
- Will they serve coffee and keep the stand tidy?
- Will they do all of the above?
Each task calls for a different profile. Someone who is very good at filtering visitors may struggle approaching strangers in the aisle, and vice versa.
If you are not clear about what they will do, you can't choose well, and neither can the provider.
Do you need languages or not?
"Level of English" means nothing. Some people have a B2 certificate and can't hold a fluent conversation, while others have no certificate and have lived in London for three years.
If your fair has international visitors, define the level you really need:
- Basic: greet people, say where the toilets are, say "my colleague will help you"
- Conversational: hold a 5-minute conversation, explain what your company does, understand questions
- Professional: negotiate, answer objections, pick up on nuances
Conxemar receives visitors from 110 countries, and Navalia from 35. If only Spanish is spoken on your stand, you are missing opportunities.
Ask the provider to prove the level or, better still, hold a 5-minute test call in the language you need. You can tell straight away.
How much supervision will you be able to give?
This is a key question and worth settling before you hire.
If you will be on the stand the whole time and can direct the work, you can take on less experienced profiles. You tell them what to do, correct them as you go and answer their questions.
If you will be coming and going, in meetings, or simply not there at all, you need people who work independently, who make decisions without asking you every two minutes and who can improvise when something unusual happens.
That costs more, but if you hire cheaply and then can't supervise, the result is worse than hiring no one.
What experience does the provider have at this fair?
Experience of fairs in general helps, but it counts for much more if the provider has worked at this fair or at similar ones.
Someone who already knows the venue knows when visitors tend to arrive in numbers, when the loading area gets congested and it pays to arrive earlier, which entrance to use and where to grab a quick meal.
Ask directly: "Have you worked at this fair or at similar ones? For which companies?"
If the answer is vague, be careful.
What happens if someone drops out?
It is Sunday night and the fair starts on Monday at 9. One of the hostesses messages you: "Sorry, something has come up and I can't make it tomorrow."
What does the provider do?
What you should expect is backup staff, trained and available people who can step in at short notice, and a call that same night with a solution so that you have someone on the stand the next day. If all you hear is "we'll try to find someone", at 8 on Monday morning you still won't know whether you will have cover.
Ask before you hire: "If someone drops out the day before, what happens?" The answer says a lot about the provider.
What it costs (and what it's worth)
The price depends on the number of people and the hours of the fair, the languages and experience you ask for and whether you need someone to coordinate the team. If the fair is outside your city, travel and subsistence costs are added. In high season the good profiles are booked early, so the more notice you give, the better.
It helps to weigh this against what you are already investing in the stand and in your sales team's time. Compared with that, the team staffing the stand is a small part, and saving on it can make the rest of the investment pay off less.
The most practical step is to ask for a quote with the details of the fair.
The question that matters
Ultimately, it comes down to deciding what you expect from the team. Almost anyone can spend eight hours standing on a stand. Filtering visitors well so your sales team doesn't waste time, spotting the serious buyer among the curious, speaking knowledgeably when someone asks a question and representing your company as you would yourself takes selection, training and experience, and that costs a little more.
Decide what you need and hire accordingly.
We have worked with teams at Conxemar, Navalia, Mindtech and industrial fairs at IFEVI and ExpoCoruña. If you need people for your next stand, write to us with the dates and what you are looking for, and we will send you specific profiles.
