How can you avoid this mistake and get the most benefit from a show? Follow these common-sense, but not commonly-practiced, rules:

Stand Up

Over 90% of interpersonal communication is non-verbal. If you are sitting down at your booth, your body language is screaming, "Go away! Leave me alone! Don’t bother me!" To be more inviting, you should be standing and smiling whenever you are at your booth. (Needless to say, this means you should wear comfortable shoes.)

For the same reason, you should place your table(s) at the side or rear of your exhibit. If a table is in front, it creates a barrier between you and your visitors, hindering effective communication. An open space is more inviting and welcoming to your prospects.

Look (and Smell) Your Best

As Billy Crystal’s "Fernando" used to say, "It is better to look good than to feel good." At least when you are dealing with potential customers. People will form their first impression of you within 15 seconds, so you need to look sharp. For men, this means a suit and tie; for women, either a business suit or a professional-looking dress. An alternative is clothing that has your company name and logo on it. (But not a T-shirt!)

Your grooming should be impeccable. Hair neat and nails trimmed. Use mints to keep your breath fresh throughout the day. (Don’t chew gum.) Go easy on the perfume or cologne. Unless, of course, you’re manning the Calving Klein booth.

Say Hello

Acknowledge everybody who comes near your booth by making eye contact and saying "hello." Do it quickly so people won’t think you’re ignoring them. If you are already engaged in conversation with someone else, interrupt yourself to welcome the newcomer and let them know you’ll be with them in a moment.

Do Ask, Do Tell

Ask visitors questions to determine their needs and their level of interest. When you tell them about your product or service, focus on how it will meet their specific needs. Remember to spend far more time listening than talking. And use people’s names when you talk with them. Everyone loves to hear their own name.

Show Us What You’ve Got

Have your product available for people to see, hear, smell, taste, or touch. If that is not possible, or if you are selling a service, have samples, pictures, or demos. People are very sense-oriented, and the more senses you can stimulate, the greater the interest you can create in your prospects. It should go without saying that you should have plenty of brochures and business cards, but I’ll say it anyway because I have met exhibitors who didn’t have them.

Give Good Gift

It has become almost standard to give away advertising specialties as gifts to people who stop by your booth. But some gifts are better than others. An effective giveaway is fun and/or practical with a long usable life. It creates a positive association with your company, generates lasting exposure, and can even draw traffic to your booth.

Among the giveaways on my desk are a miniature recycling bin from AAA Recycling and Disposal Service, a mouse pad from First Union Bank, a very nice pen from Cap Gemini, a funky purple pencil from Infinity Promotions, and a Post-it note pad from Meeting World which sits in a Post-it note pad holder from News Channel 8. Other trade show giveaways that I use on a regular basis include a sport bottle from New York Life, a T-shirt from Fiddler’s Rock Communications, a yo-yo from CORT Furniture Rental, and can coolers from half a dozen different companies. NRI Staffing Resources gives out four-sided yardsticks that cause people to ask recipients where they got theirs, Karin’s Custom Images distributes bubble pens that people play with on site as well as back in their offices, and Guernsey Office Products hands out (among other things) giant plastic bags for people to carry all their loot in, thus serving as walking billboards during and after the show.

Follow Up

The vast majority of sales are made after the show rather than during it. But they won’t be made at all if you don’t take the initiative to follow up. And most people don’t. Of all the exhibitors I have met at trade shows over the years, fewer than one percent have ever followed up with me. Remember, it usually takes five to seven contacts before a prospect makes a buying decision. Don’t give up before then.

Above All, Have Fun

A trade show is a great opportunity to meet new people, practice your selling skills, and scope out the competition all in a non-pressured environment. Enjoy the experience! Play with the toys that you are giving away. Sample the food that other vendors have. Revel in being away from the office. If you are having a good time, the people who visit your booth will also have a good time and will be more inclined to do business with you. Excitement and enthusiasm are contagious. Spread it around!