By Howard Friedman

The most important goal is to be on the "A list" of your most important customers and prospects. In one event, for example, an exhibitor took its own customer file and melded it with a highly targeted segment from event's registration list. The result: a postcard mailer that promoted a fun special offer. The results: a 300% increase in highly targeted booth visitors.

• Make sure your booth graphics are very clear. Many show attendees have just a few hours to check out an entire event. If your graphics are unclear, buyers will be confused and move on without stopping to meet your team. If graphics are tired or dated, get an independent second opinion and consider making the investment to freshen up the artwork.

• Make sure your booth team is well versed in products relevant to the show's target market. If your products are technical, have engineers staff the booth alongside sales people.

• Conduct a short session to polish your staffers' skills in "booth selling." Your team teams need to quickly engage attendees, qualify them, and deliver a well considered sales message. If an attendee doesn't have the makings of a prospect, politely disengage, so you'll have more time to speak with appropriate potential buyers.

• Appoint a "booth leader" to oversee onsite activities. Allow that person to make modifications if necessary -- e.g. change booth schedules, create signs onsite, provide feedback/training on delivery of sales messages, and supervise staff. Convene daily preshow and end-of-day meetings to share experiences, issues, opportunities, show gossip, competitive intelligence.

• Provide your booth team incentives for achieving your goals. Even modest incentives give them a chance to demonstrate their abilities and ingenuity.

• Schedule rest breaks to keep your booth team fresh. Shows are hard on the legs, voices, and backs.

• Banish cell phones from your booth. You have but one chance to engage buyers -- don't allow your team to miss opportunities while yakking. Consider eliminating chairs, except if you have adequate space for customer meetings.

• Never break down your booth before the show ends, even if you team is bored and the show seems dead.

One exhibitor told me that in the last 15 minutes of a recent show, a prospective customer who never had time to return telephone calls stopped by his booth and placed a $1 million purchase order. The client explained that his own business was so busy, he had only been able to get to the show in the last two hours of the show's day.

• Use the event's slow times to meet with other exhibitors. You'll be surprised at the number of deals and alliances that are created this way.

• Make a record -- a legible one! -- of all qualified lead contacts, and identify the specific follow-up action items required. A written or digital record is critical so that you can track follow-up and quantify show results.

CRITICAL FOLLOW-UP.  As odd as it may seem, after-show follow-up of qualified leads is where many exhibiting companies hobble their potential for success. Some tips to ensure you'll reap the benefits of your trade show investment include:

• Send specific product information to qualified leads within 48 hours of the show closing and follow-up with a phone call within a week. Nothing delights prospective customers more than responsiveness.

• Create a database or at least a mailing list of all qualified leads. Put this list in your tickler file and ask your sales manager for a monthly update on sales conversion. Your focus on sales productivity will demonstrate commitment to lead follow-up.

• Debrief with your sales and marketing team after the event to identify: what worked, what didn't and what you'd do differently next time. Ask for comments in writing, so that you can revisit the insight for future events.

Trade shows can be the single best investment in lead generation and marketing exposure for small and midsize companies. If you follow these planning guidelines, provide exceptional onsite presence, and create follow-up programs, your trade shows will provide extraordinary value and results.

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