By Rhonda Abrams

Oh, do my feet hurt! I’ve just returned from exhibiting at a trade show, and I’ve got some advice: Wear comfortable shoes. Actually, I’ve got lots of advice on making the most of trade shows.

First, I’m a big believer in exhibiting at trade shows. While your main goal is to attract and meet potential customers, even if you don’t sign any new customers, trade shows are a great place to quickly learn industry trends, check out competition, and meet with potential suppliers and strategic partners.

My staff and I have just returned from exhibiting at BookExpo – the largest trade show for our industry – and while the experience is still fresh, I’ll share some tips and tricks:

Choosing a show: Trade shows are expensive, so do your research. Will a show likely result in qualified leads? Who are the other exhibitors; chances are if your competitors are there, you want to be there too. Ask your customers which trade shows they attend; sometimes it’s important just to be seen by current customers. Once you decide on a show, make your reservations as quickly as possible to increase the odds of getting a better location.

Your booth: At the very least, an attendee who walks by your booth – without stopping – should immediately see the name and image – of your PRODUCT (or your company’s name and the service you offer). It helps if you have attractive signs, nice décor, and perhaps lights, but at the minimum, have a banner made; you can get a booth-size banner for just a few hundred dollars.

Promotional materials: Have plenty of information brochures on hand. Virtually everyone who stops will pick up a leaflet, catalog, or product info sheet; you don’t want to run out. If you’re going to make sales, have order forms or credit card processing forms right there (and offer a “show special” – something people can only buy during the convention). Make sure you have your Web site address on ALL your materials.

Other give-aways: People may make jokes about all the junk they get at trade shows, but the fact is trade show trinkets work. You may want two give-aways: one to attract people to your booth and one to give to qualified leads or current customers. (Keep those more expensive items under the table). When choosing items to attract attendees, think of things that are clever or fun; people will wait in line to get stuff to take home to their kids. ABSOLUTELY make sure you’ve get your product name and contact information printed on everything you hand out.

There are some people you really want to come to your booth, so send them something ahead of time, such as a coupon for the more expensive gift or half an item (like a pencil in a pen and pencil set). Of course, sending out invitations ahead of time does take preparation.

Your attitude: It’s amazing how many exhibitors sit back in their booths, waiting for people to come to them. Remember, even though attendees come to a show to get information, people are generally shy, or at least polite. You’ve got to stand up, approach people passing by, and engage them in conversation.

Your pitch: You often only have thirty seconds to interact with someone walking by, so prepare a quick sentence or two, and be certain to clearly mention the name of your product or company. Learn to politely end a conversation with someone who’s not a qualified lead or who needs in-depth information. Hand them a brochure, tell them to contact you by email, or to come back at a less-busy time.

Your staff: For all but the smallest “table-top” trade shows, bring some one to help. Remember, it’s important for you to walk the trade show floor to check out competitors, new products, suppliers, and more.

Resources: To find an appropriate trade show, contact your industry association. You can also check the Web site, www.tsnn.com, for a list of some bigger shows.

Survival: Remember to drink plenty of water, eat breakfast, keep breath mints on hand, and take breaks. And, oh yes, wear comfortable shoes.

Rhonda Abrams is author of The Successful Business Plan: Secrets & Strategies and president of The Planning Shop, publishers of books and other tools for business plans. Register for Rhonda’s free business planning newsletter at www.PlanningShop.com. For an index of her columns, click here. Copyright Rhonda Abrams 2004.