Give every function on the booth a named owner and a backup: greeting, qualifying, demonstrating, technical questions, priority accounts, meetings, notes, customers, escalations and breaks. A small team can combine roles, but the responsibilities should still be explicit.
Visitors notice a confused booth. Decide who does what before the show, so no one waits and nothing is dropped.
Framework
Where each role stands
Reference
Core roles
| Role | Primary responsibility |
|---|---|
| Event lead | Coordinates the team and makes onsite decisions |
| Greeter or host | Welcomes visitors and finds the right conversation path |
| Qualifier | Understands relevance, need, role and next step |
| Product expert | Demonstrates the solution |
| Technical specialist | Handles architecture, integration and technical questions |
| Sales representative | Progresses commercial conversations |
| Executive | Supports strategic accounts and senior conversations |
| Customer-success representative | Handles current-customer needs and expansion |
| Lead-capture owner | Maintains data quality and system readiness |
| Meeting host | Conducts scheduled or converted meetings |
| Floater | Supports peaks, queues, breaks and handoffs |
Checklist
Decisions to settle
- Who greets?
- Who qualifies?
- Who demonstrates?
- Who handles technical questions?
- Who owns priority accounts?
- Who books meetings?
- Who captures notes?
- Who handles customers?
- Who approves escalations?
- Who covers breaks?
- Who is the backup for every critical role?
Worksheet
Worksheet: booth team structure matrix
| Role | |
| Primary person | |
| Backup | |
| Responsibilities | |
| Required skills | |
| Shift |
Frequently asked questions
What roles should a trade show booth team have?
Typical roles are event lead, greeter, qualifier, product expert, technical specialist, sales representative, executive, customer-success representative, lead-capture owner, meeting host and floater.
What is the difference between a booth greeter and a qualifier?
A greeter welcomes visitors and finds the right conversation path. A qualifier understands relevance, need, role and next step.
How many people does a booth team need?
It depends on the booth and the traffic. A small team can combine roles, as long as each responsibility is explicit and every critical role has a backup.