What do trade shows mean to you? Are they a way to meet new customers, or do you use them to reinforce current relationships? Whatever your answer, the key is that when you discover how trade show selling is unique, you'll have additional sales tools to help you close more deals at the show, and long after you travel home.

What makes trade shows profitable for us is how we use them to connect with customers in ways that we're unable to on the phone or through the mail. Here are some ways to use trade shows to help you plant seeds or get the order:

1. Develop an action plan in advance. In the same way you would make a regular sales call, do your homework and have a pre-show strategy. Scrutinize the attendee list and see who you want to meet for the first time. Existing customers will be there as well, some of whom will expect you to give them special attention. Either case will require specific preparation on your part.

2. Send a note. As part of your advance work, send out personal notes to people you want to meet. I want to stress the words "personal note." A form letter isn't the best way to increase the odds of getting important appointments. Find a way to express, in as few words as possible, why they should take the time to meet you. For example, offer them a "show special" or share an exciting product development with them before other customers hear about it. And of course, follow up with a call to choose a convenient time to meet. Remember, many people would rather "float" at the show and not be tied down. So, first secure in advance some appointments, and when you get to the show, immediately work on getting more.

3. Identify alternative selling opportunities. Think about selling outside of the trade show floor. For example, many shows have "field trips" to local sites of interest. Find out from your prospects if they'll be going on one of these. It's a great casual way to get to know potential clients. Also, if someone you want to work with is speaking at a workshop, plan to go and hear him or her. This way, at least you'll learn something new. If possible, right after the presentation, introduce yourself to the speaker. It will serve as a compliment that could have a payback for you.

4. Timing is everything. From the minute you leave home to when you get on the airplane, be aware, alert, and ready to network. Stay professional at all times. You never know who might be sitting next to you. Once I was on a plane from New York to Los Angeles to attend a show, and the man sitting next to me happened to be one of my key prospects who I had never been able to meet before. What a great opportunity to get to know someone when you're 35,000 feet above the ground, with nowhere else to go. In this case, I used a successful technique. I asked him questions about himself, and I listened. However, we need to be respectful. If the other person doesn't want to talk much, take the hint. Your chance for a second "audience" will be highly increased.

5. Keep your antenna up. As you're walking around the conference center, keep your eyes and ears open. When you see someone you want to meet walk by or approach your booth, introduce yourself and ask him or her for a convenient time to talk. The other person may be totally booked during the show, yet if you've made a good, sincere, and friendly impression, you'll most likely get a meeting at another time. The key here is to follow up right after the show with a personal note or letter. As I said before, forget the form letters. Write one that the person will keep on his or her desk, and not in the circular file.

6. Know your objectives. Why did you or your company bother to attend this trade show? It's amazing how often we lose sight of our original intentions. One of the biggest "personal objections" we need to overcome is remembering that this is work. Trade shows are one of the most challenging sales assignments we get. Besides looking for new customers, you'll be checking out the competition. If you're not engaged for 18 hours day, you're not taking full advantage of the show. Also, as you prepare for the show, you might think about objectives such as: How will we introduce new products? How do we need to shine up our company's image? How can we get new names to build up our database? What type of market research should we conduct?

The next time you prepare for a trade show, think of these "ABC's" that will lead you to more closed sales after the show:

A--lways be Attentive. Customers buy you first, and then your product. So ask and listen to your customers like close friends. Do this and customers will be more inclined to give you information on how they wish to be sold.

B--Be Better than the rest. Strive to stand out from the competition. A sure-fire way to do this is to prepare before the show, present at the show with confidence, and produce what you promised after the show. Another "B" is: be Brave. It takes courage to go up to many different people at a show, and yes, at times get rejected. It's a numbers game and in the long run, people respect people who take that first step. Just remember to do it in a professional way.

C--Stay Competitive. Know your product and your competition. Before and during the show, find out why your product is better, and learn to express it briefly in terms your customer will appreciate. Also, before you go to the show, perhaps weeks in advance, make calls according to a strategic plan. Trade shows are busy battlefields. Therefore, implement a plan of attack.

Take these keys to successful trade show selling and make your next show a powerful and profitable experience.

It's Showtime!

When the doors open (or the curtain goes up), here's what you can do to give an award-winning performance:

* Set goals in advance for each day or each session during the day.
* Memorize specific questions you must ask prospects or existing customers.
* Take notes on everyone you speak with. It will help each person feel important and help you after the show.
* Like your product, make sure you come in an attractive package. First impressions are the most powerful and most lasting, and you have about six seconds to make one.
* Enthusiasm is everything. Remember, the last four letters in enthusiasm stand for: I Am Sold Myself!
* Be totally prepared at all times. Your networking skills will be tested under fire when you venture into a trade show.
* Manage time effectively. This will reduce stress and ensure that you accomplish your goals.
* Be organized. You're taking your office on the road. Prepare for the show in such a way that you'll have all the tools to help close sales.