The staffers occupying the booths at trade shows or business events should be considered brand ambassadors. Staff with no incentive or motivation are likely to put forth minimal effort and spend most of their time on the phone. There should be clear goals and performance evaluation criteria provided. Training and support of staff are essential. The majority of training time should be spent on company goals, what is offered to customers, and preparation to be a good host. Emphasize that it is better to spend too much time on someone who is not going to make a sale than it is to be rude or short with a possible customer by making a quick judgement.