Much of your trade show success depends on the attitude and energy level of your people. Any business person who works a trade show needs to be congenial, perky and alert. Many people will pass your booth and you'll only have a moment to catch their attention. Conversing with attendees can be exhausting, especially during a show that lasts several days, so in order to be energetic and alert, you need to get sufficient sleep each night of the show.

Booth design matters. When you chose or design a booth, make sure it's open and inviting. If you need an enclosed booth, stand in front of the booth or table. This allows you to engage people in conversation when they pass your booth. You need to be friendly and start conversations. There will be times when you need to interact with several people at one time. If you aren't the most outgoing member of your team, make sure to select warm and gregarious company representatives as part of your trade show team.

As you prepare for the trade show, make a checklist of the supplies you need. These may include:

o Scissors, tape, pens and pencils, stapler and staples
o Note pads (good to have ones with your logo)
o Product list or catalogue
o Ample business cards for you and your staff
o Brochures on your products and services
o Sample products, if applicable
o Portfolio with samples of previous work, if applicable
o Appointment book or planner for organizing follow up meetings

The more you plan ahead, the less money you'll have to spend on emergency supplies.

Another key way to optimize your trade show success is to allot time to networking and making business contacts. Schedule time to wander the show floor and meet other people, collect their business cards and pass out your own. Make notes on the back of their cards with notes about them and their business so you'll remember them for follow up conversations.

Perhaps most important thing you can do to optimize your trade show success is to follow up with prospective clients. Don't let the cards you collect gather dust--call potential customers and follow up with them. Don't forget that the ultimate goal of attending a trade show is to build new business and make sales. Make sure your trade show efforts are truly geared to meet this end.

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