Common Road Show Staffing Mistakes
- alexsteinbergmojo
- Jan 7
- 3 min read
Even the strongest product can fail at Costco if the road show staffing is wrong. Staffing is one of the most underestimated drivers of road show success, yet it has a direct and immediate impact on sales, conversion rates, and buyer confidence. Costco road shows are not passive sampling events. They are live sales environments that require discipline, preparation, and the right people on the floor.
One of the most common mistakes brands make is hiring staff who are friendly but not sales-focused. While a warm personality is important, Costco road show staff must be able to actively engage shoppers, initiate conversations, and confidently guide members toward a purchase. Passive staff who wait for shoppers to approach them miss countless opportunities in a high-traffic environment.
Another frequent error is undertraining. Many brands assume that a basic product overview is enough. In reality, road show staff need a deep understanding of the product’s benefits, pricing, value proposition, and competitive differentiation. Costco members ask direct questions, and hesitation or inconsistency in responses quickly erodes trust. Poor training leads to missed conversions and uneven performance across locations.
Brands also make the mistake of overloading staff with information instead of giving them a clear sales framework. Road show conversations need to be efficient. Staff should know how to deliver a compelling pitch in under 20 seconds, adjust messaging based on shopper interest, and close the sale confidently. Without a structured approach, conversations become long, unfocused, and ineffective.
Inconsistent staffing is another major issue. Rotating untrained staff between locations or relying on last-minute replacements often leads to uneven results. Costco buyers notice inconsistency, especially during evaluations or test periods. Strong brands treat staffing as a core part of execution, not an afterthought.
Poor energy management is also a common mistake. Costco warehouses are physically demanding environments with long shifts and constant foot traffic. Staff who are not prepared for the pace can burn out quickly, leading to disengagement and lower sales later in the day. Break schedules, shift rotations, and realistic expectations all play a role in maintaining performance.
Some brands also fail to align staff behavior with Costco’s culture. Aggressive selling, blocking aisles, or creating congestion can lead to complaints and strained relationships with warehouse managers. Road show staff must balance assertive engagement with respect for the member experience. Costco values efficiency and professionalism, and staff behavior should reflect that.
Another staffing mistake is failing to track and manage performance. Brands that do not monitor metrics such as units sold per hour, engagement rates, or conversion ratios miss opportunities to improve. Without accountability, underperforming staff may remain on the floor longer than they should, dragging down overall results.
Finally, many brands underestimate how staffing performance influences long-term opportunities. Road shows are often used by Costco to evaluate not just the product, but the brand’s ability to execute. Poor staffing can jeopardize future placements, expansions, or renewals, regardless of product quality.
Avoiding these mistakes requires experience, structure, and attention to detail. MOJO Sales and Branding helps brands build and manage high-performing road show teams that consistently deliver results. From staff selection and training to sales scripting and performance tracking, MOJO ensures that every interaction on the Costco floor supports your growth goals. If your road shows are underperforming or inconsistent, MOJO can help you turn staffing into a competitive advantage.
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