Design your exhibit to boldly and clearly communicate who you are, what you sell, and why your prospects should buy from you

Design your exhibit to support your booth staffers as a workspace…and work to keep your ongoing expenses down

Reach out to attendees before the show, via phone, email, mail, ads, and the web

Offer attendees something of value (information, presentations, demonstration, show specials, giveaways) in exchange for a visit

Select motivated, friendly, knowledgeable booth staffers

Train your staffers to handle the steps to shorter trade show interactions: engage, present, qualify, and close

Capture at-show, on paper or electronically, the prospect info your sales team needs after the show — and then give it to them after the show

Go early so you have more time to adapt to problems, especially for international shows

Take graphic art files on a thumb drive with you in case your display gets lost

Leave a Comment