When display your products and services at a trade show there are a number of key elements that can "make or break" your success. I displayed the Zrii business opportunity and The Original Amalaki at a trade show tonight; it was a regional small business show with about 30 booths. Many people commented on how professional the booth looked and how helpful the marketing materials appeared. Each person visiting my booth enjoyed their first taste of The Original Amalaki, and had the opportunity to hear about the Zrii business, Bill Farley, and The Chopra Wellness Centre. In my career I have had booths at a large number of trade shows and I have been a "customer" at a number of trade shows. Here are some tips to help ensure your next display at a trade show is a successful experience.

Things not to do when running a display (or booth):

1. Do not be boring. You need something exciting that will make people want to come and see what your booth is all about. You need a "hook"!
2. Do not eat (or chew gum). Be professional; nobody wants to see you scarfing down a snack.
3. Do not monopolize the conversation. Even though it is your booth, it's not all about you. You need to engage the potential customer with relevant questions to help establish the needs of each individual.
4. Do not leave your booth. How are people going to know about your business if there is nobody there to answer their questions.

Things to consider when preparing for a show:

1. Book your place at the show; ensure you are strategically located to maximize the traffic flow to your booth.
2. Book the any equipment you will need and gather all support material ahead of time.
3. Have a hook. A good example: The Original Amalaki samples are an effective way to draw people to your display. Be creative. The sky is the limit.
4. Determine how you will collect contact information from potential customers.
5. Practice what you are going to say. Do you have a powerful opening statement? Do you have effective questions to draw people into the conversation? Selling is not about giving your spiel.

How will you close your discussion with an action item?

At the show:

1. Make eye contact. Smile. Greet people as they are walking by. Ask them a question and invite them to learn more about your product. Deliver a powerful opening statement.
2. Engage your potential customer in dialogue, identify their needs and match those needs to your product or service.
3. Close on an action item.
4. If you are gathering contact information, make a few notes on the individual. It will make your follow up much more personal.

After the show...

1. Follow up, Follow up, Follow up, Follow up! This sounds easy, it is easy, but many people do not do it. Take the time to personally contact your potential customers in a timely manner.

Maximize the impact of your efforts by preparing thoroughly, executing effectively, and following up with potential customers and distributors in a timely manner. If you do these things your efforts at the trade show will likely be rewarded with new customers.