For many business owners and employees, industry and trade shows are just a part of the life that they live. Travel, hotels, nights alone, etc. are all things that put mileage on each of us. But, if worked right, trade shows can have an immensely positive impact on your business. They can help your business acquire new customers, make new connections with fellow suppliers or vendors, and get you exposure as industry experts.

It is important to be prepared and have a great looking booth but it is even more important to really work the trade show and not wait for people to come to you. Here are some pointers on how to run a good trade show.

• Stand in front of your table, not behind it. It is important to shake hands and smile at everyone who comes by; be engaging and have fun with people.
• Don’t judge a book by its cover. Speak to everyone who comes down the aisle. You never know what value they can bring. There are many people I have done business with that may not have been a good fit at the start but ended up being exactly the right fit!
• Follow up is key. Once you get all of the contacts from the show, make sure they are followed up with immediately and often. Make sure you are maximizing the opportunity in front of you to have the best show you’ve ever had!

Trade shows should be considered some of the most important trips of the year and should be treated as such. If they are run correctly, you will have great results!