The common imbalance at trade shows is that half of the booths are attracting crowds while the other half seems to be empty.
How do you reach the most people in the limited time of a trade show?
Showmanship to the rescue.
A professional presenter doesn't just deliver your sales message, he or she adds credibility if you are a newcomer to the industry, or in a small booth. A professional presenter (or trade show magician) is well trained in delivering your message with clarity and polish. And, he or she will do this with energy and enthusiasm for the whole show. Not only that, as Tim Asimos reminds us, you're giving your staff something to talk with visitors about. Relieving your staff of the task of public speaking allows them to do what they do best, interpersonal selling. It is the rare person that can stay enthusiastic about speaking in public for 3 days in a row! Let the pro give the big picture and stimulate interest, then turn the sales people loose! They will be happier and so will you.
This blog, and the two which follow, may seem like simple suggestions, but I urge you to give them a try. They're simple to implement and will add a solid foundation to your trade show strategy.