Now W.C. Fields knew how to shoo people away: "Go away, kid. You bother me." I wanted to use that line last week on an insistent salesman who stopped by my booth at an all-day trade show.

It was bad enough to do the show with a broken heel (crutches are a great conversation piece), but when you invest good money and even better time preparing for these events, the last person you want hovering around is some footloose passerby who wants to sell you something. Hey, buddy, go rent your own soapbox!

I don't do very many trade shows, but anyone who does even one a year knows how much work is involved. I still can't tell if these things are worth it, though I think I've broken even on the business that has come my way as a result. Hardly a day goes by that I don't get a flyer or invitation to some show or other. They're big business for promoters, especially the gigantic shows, where even modest booth space can approach six figures. For a small business, that's a fortune. The thinking is: Walk away with a dozen hot leads and maybe one or two new clients, and the show pays for itself.

Some entrepreneurs do many a year -- some lasting several days in multiple cities. I admire their stamina. After a day of making pitches to quizzical faces, I'm ready for a few cold beers and a weekend at a spa, where I can see the world through strategically placed cucumber slices.

You do a lot of talking at these things, especially if you're alone. After a while, you know how to spot who is semi-serious and who is hell-bent on wasting your time. The guy with two bags full of brochures and giveaways is not your Hot Prospect. He's a collector of second-rate pens and useless information.

The true Hot Prospect is someone who approaches gingerly, flips through a brochure, looks at your display a few times, and hesitates... before moving on. Miss this body language, and you've probably missed a good opportunity. This is the problem with having just one person at your booth. You're too polite to tell that garrulous salesman where to go, and the Hot Prospect usually walks away, never to return. A second person could seize the opportunity and reel in the prospective client.

If you're new in business, I recommend doing a few shows for the exposure, even if you don't attract business. Getting your name out there and introducing your company to other businesses is a vital part of marketing. Once your name is well established, hone in on the shows you think will bring you direct business. And don't be afraid to pull a W.C. Fields on the blowhards.

George Giokas is the president and CEO of StaffWriters Plus, a specialty agency that places writers in temporary and permanent positions with corporate and other employers. It also provides editorial consulting work. His database includes 2,500 writers and editors specializing in more than 60 categories. His Web site is located at www.staffwriters.com, and you can E-mail him at george@staffwriters.com.