Trade shows are one marketing strategy to increase sales and therefore increase the productivity of your greatest asset your human capital. Many trade shows are in the spring or the fall of the year. Yet, I have discovered that many small businesses even larger multi-billion dollars corporations fail to achieve maximum productivity at these events. There are five simple reasons for this failure.

First, the goal is not clearly defined. In other words, the goal setting planning process for this event has not been the number one priority. The goal setting process includes:

Second, identifying what you want to learn from each exhibitor? Do you have a plan to visit other booths to see what they are doing and possibly discovering any strategic alliances?

Third, how good are your communication skills both verbally and non-verbally. Can your human capital, again your greatest asset, deliver in less than 15 seconds the value that your company brings to the market place. Communication goes far beyond the common every day tag line. Calendars must be prioritized to return all verbal commitments and begin touching each prospect. One of my colleagues actually brings thank you cards with him and those are mailed out the same night that the potential client stopped by. Usually the cards arrive before the prospects gets back to his or her office.

The fourth reason is that the self leadership skills of your human capital within the booth are lacking. Many are sitting down letting incredible opportunities walk right by. Possibly, these individuals are so busy talking they are not listening.

Finally, the trade show behavior is not aligned to a proven sales process. When marketing and selling skills are united within a proven sales process, the productivity of everyone is optimized.

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written by Debbie Fay , June 02, 2008

I could not agree more with your assessment that too often human capital is under utilized and a very expensive opportunity to market a company, product or service is wasted.
how many times have you walked by a trade show booth to see two attendants in close conversation with one another, or worse, there's NO ONE at the booth! Trade shows are a great networking opportunity, a great way to begin developing relationships. Those "maning" the booth must be facing out, smiling, eager and ready to meet and greet who ever walks by. As a "floor walker" I can tell you how impressed I've been with people demonstrating great "trade show behavior" they've sold me every time.

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