A key stumbling block for first time exhibitors is selection of display itself. Too many young companies attempt to build their own displays, which look unprofessional and can cause more than a few headaches during transport and set-up. In general, a pop-up display is best option for budding exhibitors. The displays are affordable, easy to maintain and set-up and with compelling graphics and a keen salesman, can make any company look like IBM while on trade show floor.

A 10' pop-up trade show display is a good choice. It's lightweight, easy to install (if it takes more than 15 minutes, you've done something wrong) and it comports well with "Get-Home-Syndrome" at end of show. The "Get-Home-Syndrome" says all you really care about at end of a trade show is easily dismantling display, putting all components into case and exiting exhibit hall.

If you can afford it, reserve 20' instead of customary 10'. Why? Have you ever tried to talk to a prospect or suspect while your colleague was talking to another prospect or suspect in a 10' booth? There's no more room for anything else. I don’t care if you’re a Fortune 500 company or a mom and pop. It’s all about room. If demand is great, you need more space.

Here are some other easy rules of thumb when buying, setting up and utilizing a display of any kind: •The simpler better. Good, clean design and presentation speaks volumes about an exhibitor. •Keep background colors neutral if you have individual graphics. Bright photos/logos/benefits panels leap off neutral backgrounds. Grey and black are most common colors used in trade show booths. •If you have a mural, gravitate to a darker colors, imperial blue and black. Frame graphics with blue or black to help them standout. •If it takes you more than 15 minutes to set up a booth you have wrong booth, too much display information or are otherwise making your display too complicated. •Never, let me repeat that, never place your table parallel to your display. It’s a mistake that vast majority of boothsmen make. They set up a long table, stand behind it, blockading themselves from their customers and blockading their customers from their display.

Now that you have your booth organized and you’ve learned how to attract prospective customers to it, remember that attending a trade show is just one step in process. It is critical that you not limit yourself to one show. You and your management team (or you, if you're it) should determine to go to a minimum of three shows annually. Choose those that are attended by decision-makers in your industry and find something new and exciting for your display each and every time you’re in booth.

Trade shows are excellent sales builders and company that ends up with most leads at end of show…WINS!

4.What is going to cause them to purchase or not purchase? Ask!!

5.What makes them want to do business with someone or not? Again – ask!

You can find out all of this information while talking to person on phone when that person first calls. The more interested you are in that lead more they will like you and will want to do business with you. It is not how interesting you are or how low your price is, or how great your company is – it is how much you actually are interested in them. Your initial closing percentage will actually go up and likewise you will have simple information that can be put into a data base (or a simple Excel spreadsheet) about your leads and you’ll be able to find out what is common denominator about those people. Then do a communication to those people based on those common factors.

By way – this is what big companies are doing, they already know about this. If you want to get big – do what postcard marketing experts are saying and doing.

Take information that you gathered and send out tiny little mailings. These particular mailings are for different segments of people that have already reached for your product or service; message is based on what they have told you.

Wouldn’t it be great if it was really easy to send out a full-color glossy postcard that was specific to that one customer, all from your own computer? Where are you going to get beautiful postcards that have variable data and can get your small mailing out? Usually you have to send out same piece and order a large quantity – companies have minimums. The reason why they have minimums is because that is way it is cost effective to sell to you. At this juncture, though, you want to get your mailing out more inexpensively and still get results.

“Variable Data” is data that is printed on a postcard that is variable – it changes from postcard to postcard and can be taken from any database. What if you could put that on front of a full-color glossy postcard and not have to type a specific letter?

Like “John Murphy, it is time for your dental cleaning” or “John Murphy, how about that pair of sunglasses you wanted?” or of you’re doing mortgages, “John Murphy – what about refinancing that house for Johnny Jr.’s college tuition?”

On back of postcard, you could say:

“Dear John,

I understand that you were interested in “product” for purpose of “purpose”. (It is in database – fill it in.)

Call me if I can help you make a decision.

Sincerely, Your name, Your number and information”

You can find companies that do this. Research on internet and look for companies that allow you to stay in touch with variable data postcards. Research well and make sure they are going to do a good job for you. Get referrals, check samples – will they give you a chance to try out product and see their turn-around time?

A final tip is that different people need different amounts of communication. When postcard marketing experts tell you to hit your target list of 5000 postcards over and over again, reason why some call after just first time and some others call after second time and others call after 5th time, etc., is because people move at different speeds in life and in business.

Now, with those that have called in you have closes that are slam dunks, but others operate differently when it comes to closing. So don’t just waste those leads. Consistently put out your communication in same way you did with your initial mailings, but with a more personalized message.

That is Database Marketing. That is how you get people to buy from you after they have reached by following up with them enough.

Put in your calendar to make three different follow up phone calls; if you get voice mail then leave a message that really communicates to them. Send a variable data postcard, send an email, but stay in touch. You will be glad you did – in fact you’ll be smiling all way to bank.