The number of visitors that one salesperson can handle in an hour varies markedly.  A good starting point is around 12 to 15 visitors per hour according to Exhibit Surveys, an exhibition industry research firm.  High-tech and innovative products may require longer explanation times, so that only 3 to 5 visitors can be handled per salesperson per hour.

For our example, let’s assume that each of your booth personnel can handle 6 visitors per hour.  To determine the number of staffers required, divide the number of visitors per hour by 6.
45 divided by 6 = 7.5.   Round this figure off to 8; that is, plan to have 8 people on duty in your booth at any one time. 

It may also be necessary to have additional people on duty during peak traffic periods or fewer people during slack hours.  For instance, Exhibit Surveys found that at one convention more than 75% of the attendees spent time in the exhibit area on the first two days of the convention.  Therefore, a firm needed more personnel on duty during the first two days in order to reach its proportional share of the traffic.

By Booth Size
Past studies have established that a satisfactory working density in an exhibit is 4 people (exhibitor personnel and booth visitors) for every 1,000 square feet of unoccupied space—that is space not filled by booth structure, equipment, workstations, theaters and the like. 

At this density people can easily move around the exhibit, and there is sufficient room for effective one-on-one discussions.

This means that two sales representatives talking to two visitors in a 100 square foot area constitutes a density of 4.0.  Fifty square feet of unoccupied space is needed for each sales person on duty.

In our example at least 4 sales people will be on duty in the exhibit at any one time: 4 sales people x 50 square feet = 200 square feet.  The exhibitor will need 200 square feet of unoccupied exhibit space. 

In addition, the exhibitor must determine how much space inanimate objects will occupy.  Assume this equals 100 square feet.  Then the total space needed will be the 200 square feet for personnel and the 100 square feet for products and displays: 200 + 100 = 300 square feet.

About the author
Lorimer Consulting Group
614 So. Oneida Way
Denver, CO 80224 USA
303.388.9224
www.lorimerconsulting.com

Statistical sources:
CEIR and Exhibit Surveys Inc.