Know Your Role

Know Your Role. Protect the Booth as a Team.

Before each event, assign a person to each of the four primary roles:

1. Sales
2. Booth Operations / Sales Operations
3. Presales / Technical
4. Booth Lead

The playbook names the role. It does not name the person. The person in each role can change from venue to venue.

At smaller events, one person may cover more than one role. That is fine. The responsibilities still need to be clear.

Primary Role Is Not a Wall

Know your main job. Help the booth when you see something that needs action.

SALES — Own the Front of the Conversation

Understand the Visitor Before You Route Them

You are not interrogating the visitor. You are learning enough to choose the right path.

WHO

• Name
• Company
• Role
• Country or region, where useful

WHAT

• What caught their attention?
• What are they interested in?

WHY

• What problem are they solving?
• What change are they exploring?

HOW BIG

Where relevant:

• Number of users
• Current environment
• Deployment type
• Geography
• Scope

WHAT NEXT

Choose the useful next step:

• Answer
• Product information
• Demo
• Technical discussion
• Meeting
• PoC
• Commercial follow-up

Choose the Right Visitor Path

SALES — Avoid These Booth Habits

• Starting with a long product speech
• Sending every curious visitor to Presales
• Using Presales as the first contact by default
• Handing over without context
• Assuming a badge scan is enough
• Ignoring waiting visitors because you are busy

Nobody Becomes Invisible

If another visitor appears while you are busy, acknowledge them. A look, a smile or “I’ll be with you in a moment” is enough.

BOOTH OPERATIONS — Keep the Booth Ready to Perform

Keep the Booth Full, Clean, Ready, Intentional and Calm

Full

Refill materials and giveaways before displays look empty.

Clean

Remove unnecessary:

• Cups
• Food
• Packaging
• Rubbish
• Abandoned papers
• Personal items

Ready

Demo stations should be:

• Powered on
• Logged in where appropriate
• Prepared
• Immediately usable

Intentional

Printed materials, gifts, merchandise and equipment should look deliberately placed.

Calm

Visitors should not see internal scrambling.

Refill Before It Looks Empty

Booth Operations monitors:

• Brochures
• Flyers
• Business cards, where used
• QR materials
• Gifts
• Branded merchandise
• Promotional items

Do not wait until something is completely gone. Refill early so the booth looks cared for.

If You See It, Own It

Operations is the primary owner. But if you are free and see a problem, fix it.

Examples:

• Empty brochure holder
• Messy merchandise
• Rubbish
• Abandoned cup
• Demo screen in the wrong state
• Visible cable problem

Primary ownership creates clarity. It does not create “not my job.”

PRESALES — Turn Interest Into Understanding

PRESALES — Spend Technical Depth Where It Creates Value

Presales is a scarce booth resource. Do not spend the whole event standing in the aisle collecting every lead.

During busy periods, Presales can help with:

• Engaging visitors
• Qualifying interest
• Routing people
• Keeping conversations moving

When the pressure passes, return to the primary Presales role.

Demo What Matters

Understand what the visitor needs before you start showing the product.

Good demo rhythm:

DISCOVER → DEMO OR DISCUSS → DEFINE NEXT STEP

Show what matters to this visitor. Do not give the same full product tour to everyone.

When You Do Not Know the Answer

Don’t Guess. Escalate.

If you cannot answer reliably, say so and keep control of the next step.

Use this flow:

CAPTURE → ESCALATE WHERE NECESSARY → DEFINE NEXT STEP → FOLLOW UP

If You Promise It, You Own It

If Presales promises a technical answer, document, diagram or follow-up, Presales records it personally.

Do not assume Sales will remember a technical promise you made.

Capture:

• Who asked
• Company
• Question or promise
• Agreed next step
• Owner
• Timing, if agreed

If You Promise It, You Own It

A lead record is not enough if it does not say what you promised.

BOOTH LEAD — Keep Ownership Clear

Booth Lead is a primary role. Assign a person to it for each event. That person can change from venue to venue.

Use this role to keep the booth working as one team.

Booth Lead actions:

• Confirm who covers each primary role
• Make combined roles explicit at smaller events
• Check that Sales, Operations and Presales understand their responsibilities
• Keep event-specific details visible to the team
• Help prevent role gaps during busy periods
• Reinforce that primary role is not a wall

Before doors open, confirm:

• Who starts visitor conversations
• Who owns lead capture
• Who runs demos
• Who handles technical escalation
• Who watches booth readiness
• Who coordinates breaks
• What event-specific tools or processes apply

Warm Handover Checklist

Use this before you pass a visitor to another colleague.

• Visitor name captured
• Company understood
• Role or context clear
• Interest or problem known
• Current system noted, if relevant
• Useful next step clear
• Receiving colleague briefed
• Ownership confirmed

Good handover

“This is Martin from a regional partner. They are interested in IceWarp for customers who want an alternative to Microsoft 365. We discussed hosting options, and he would like to understand deployment and migration.”

Weak handover

“Can you talk to him?”

Never Lose the Chain

Every meaningful visitor should stay connected from first contact to a clear next step.

The chain is:

ENGAGE → DISCOVER → CAPTURE → CHOOSE / ROUTE → DEFINE NEXT STEP → FOLLOW UP

If the visitor is meaningful, do not let the context disappear between people.

Booth Lead

Mission

See the Whole System

Booth Lead is a defined role. A person is assigned to it for each event, and that person can change from venue to venue.

Your job is to notice what others cannot see while they are inside conversations.

You are not necessarily the busiest person at the booth. You are the person who watches the full flow: visitors, team roles, demos, breaks, escalations, booth readiness and follow-up ownership.

Remember

Nobody becomes invisible. Never lose the chain.

Start the Day with a Clear Briefing

Run a short briefing before the booth opens.

Confirm:

• Roles for the day
• Scheduled meetings
• Language coverage
• Break coverage
• Demo readiness
• Lead capture method
• Escalation path
• Follow-up ownership

Keep it practical. The team should know who does what, who is available, and what to do when traffic increases.

Lead capture tools, meeting schedules and language coverage can change by event. Confirm the current event setup before doors open.

Keep Roles Clear, Not Rigid

Role clarity prevents confusion. It should not create silos.

Check that the team knows:

• Who opens conversations
• Who qualifies visitors
• Who captures contacts
• Who handles deeper product or technical questions
• Who manages booth operations
• Who owns each follow-up

If roles conflict during the day, decide quickly and keep the booth moving.

Watch the Visitor Flow

Keep asking yourself the same questions during the day.

• Is anyone waiting without being acknowledged?
• Are meaningful contacts being captured?
• Is useful context being recorded?
• Is Presales being used where technical depth creates value?
• Does the booth still look full, clean and ready?
• Are breaks creating gaps?
• Does every promise have an owner?

If the answer is no, act. Rebalance people, capture missing context, or assign ownership before the chain breaks.

Own or Route Escalations

You do not need to answer every question yourself. You need to make sure it goes somewhere useful.

Use this route:

Commercial issue → Sales
Technical depth → Presales
Booth setup issue → Booth Operations
Unclear or serious issue → CAPTURE → DEFINE NEXT STEP → FOLLOW UP

If nobody clearly owns the issue, you own the routing until someone does.

Protect Demo Quality

Keep the demo on the agreed path.

Make sure demo stations are ready, the environment looks usable, and the team is not improvising with something untested. If someone wants to show something outside the agreed demo flow, pause and confirm it works first.

Keep Breaks from Creating Gaps

Breaks are normal. Gaps are not.

Before someone leaves the booth, confirm:

• Who covers their role
• Whether any meeting is coming
• Whether language coverage changes
• Whether a demo or conversation is waiting
• Whether the booth still looks covered

Quiet moments are the best time to rotate breaks.

End the Day with No Loose Ends

Run a short end-of-day review.

Check:

• Captured contacts are complete
• Useful context is recorded
• Follow-ups have owners
• Escalations are routed
• Demo or booth issues are noted
• Tomorrow’s role changes are clear

Do not end the day with “someone will handle it.” Name the owner.