In 2001, the average tradeshow featured 650 exhibiting companies. Your booth needs all the help it can get o get noticed amid this kind of competition. Here are few hints.

Does Your Booth Pass the Test? Ask yourself if your customers can answer “yes”—in three seconds—to the following questions:

• Are your booth’s graphics bright and attractive?
• Do your name and logo appear prominently against a clean backdrop?
• Does the booth invite entrance and help attendees understand your benefits?

Congratulations! If you gave yourself a “yes” on all counts, you’ve got an uncluttered, inviting space that’s sure to win valuable attention.

Get Set to Weed
Next, work to eliminate platitudes such as “May I help you?” and “How are you?” from your vocabulary (they do nothing to help you learn about and engage potential customers). Also, eliminate the mindset that all visitors deserve equal time. Instead, quickly prospect booth visitors and personally guide through the booth those with the most potential, peppering them with 3-6 engaging questions you prepared before the show. This will help you control the experience and learn more about your prospect as you establish rapport.

Never Flood Visitors with Literature
The Wall Street Journal reports 75% of all tradeshow literature is thrown away before it ever leaves the floor. Instead, find out what really interests visitors, then lead them to your company Web site or some other non-disposable information source.

Don’t Wait to Follow Up
Leads are only as strong as the follow-up they receive. So, at the end of each day, review your leads and email personalized responses to the promising ones. You’ll impress attendees with your dedication and begin building trust before your competitors even get on the plane home.