Is it better to send more people for fewer days?

It can be, if the show is busiest on particular days. Check which days your target exhibitors will be there and staff around those.

How many conversations can one person have at a trade show?

It varies with floor size and how detailed the conversations are. Use your own past shows as the guide rather than a generic figure.

Should juniors go to trade shows?

Yes, if they have a clear job and a target list. Pairing them with someone experienced on the first day works well.

How Many People Should You Send to a Trade Show?

There is no single right number, but there is a right way to work it out. Start from the outcome, not from who is available.

Start with the conversations you want

Decide how many useful conversations the show should produce. Use your goal and your target list: if you have shortlisted 40 exhibitors and expect to speak to most of them, plus some visitors, 50 is a reasonable target.

Work out what one person can do

Next, estimate how many conversations one person can hold in an hour on the floor. Walking between stands, queueing and taking notes all take time. Be honest and use your own experience. Then multiply by the hours on the floor each day and the number of days.

Example: 3 conversations an hour, 6 hours a day, 2 days = 36 conversations per person.

Divide and round up

Headcount = target conversations divided by conversations per person, rounded up.

Example: 50 target conversations divided by 36 = 1.4, so send 2 people.

The free team size estimator does this for you and suggests how to split the stands between people.

Adjust for the show itself

A few things push the number up or down:

Size of the floor. Large, multi-hall shows need more walking, so fewer conversations per hour.
Talks and sessions. If someone needs to attend talks, they are off the floor for that time.
Seniority. Senior people may need to be there for particular meetings, but do not count them as full-time floor walkers.
Exhibiting as well as visiting. Stand staff cannot walk the floor at the same time. Plan them separately.

Don't forget the cost

Every extra person adds travel, accommodation and a day or two of their time. Run the numbers through the cost per lead calculator to see how headcount changes the cost of each lead.

Plan who covers what

Once you know how many are going, split the floor. Give each person halls or sectors and a named list of target companies. The manager's guide to sending a team covers briefing and debriefing in more detail.

Beagle for teams lets you share the target list and see every conversation the team logs.