READ THIS BEFORE GOING TO YOUR FIRST CONFERENCE THIS YEAR

With the calendar turning to 2015, many companies will be looking at different trade shows/conferences that they feel will be of value to their company. And while there are some trade shows that are always on the calendar, some new ones will be tested, too. If a company is going to send representation to a trade show, it is imperative that they get the most out of that show. The overall takeaway is more business overall. With that being said, what are you doing to maximize your trade show experience? Lets look at a few different ways to assure this is the case.

The first thing is the preparation. What are you doing to get ready? How are you scheduling meetings, and who are you meeting with? The first thing to do it let people know you are going to be at a specific trade show. If there are specific clients or potential clients you want to meet with, reach out to them individually. Let them know you will be there, and try to give them specific reasons for a meeting. For others, add information about your attending a trade show in your signature. It is also ok to let people know via sites like LinkedIn that you will be attending, and see who wants to meet.

That being said, it is not vital to meet with everybody. Just because somebody wishes to meet with you does not mean you wish to meet with them. In some cases, people try to get as many meetings as possible, and will do anything to get them. I have seen in the last few weeks two people here on LinkedIn asking for meetings at Affiliate Summit, saying they will buy them a drink if they meet. Why?? Your time is valuable, and to meet with somebody for the sake of just saying you have a meeting makes no sense, especially if your time can be spent more effectively. Even if there is a lag in your schedule, it is more effective to go back and catch up on stuff on the home front rather than meeting with others that will not be in your best interest. Spending company money just to say you met with a "prospect" that realistically will not pan out is not good in every way.

When somebody calls you about a meeting, or vice versa, the worst place to have a meeting is at the booth-if your company has one, of course. A meeting room is fine, but a booth is just a bad idea. Meet away from the floor so you will not be distracted by others, and can give your full attention to the person you are meeting with. If somebody says to stop by their booth, xxx, between 11 and 2, Im going to skip that meeting. Unless that person can make time for me, then it is of no value to me to keep them company while they are on booth duty. Also, if you are heading to a city, and a prospect/client is there, but not attending, go "off campus" and meet them. You just came X miles, the least they can do is make time for you.

When on booth duty, there are some ways to approach and ways not to. When I see people sitting down, I know they are bored, and are just looking forward to the party that night, or wait for their booth time to end. Your attention should be on bringing people to your booth. We all know booth people will read your name tag, as you walk by, say "Hi, Kevin," and try to get your attention. And thats fine! When I see somebody sitting down or, worse, reading text messages, with a smile on their face, then I know they re doing something they feel is more exciting than the reason they are at the show. I like to go halfway out to the floor, and say hi to people, instead of being restricted by the walls of the booth.

When I am walking the floor, I do so at least twice. Why? To go in both directions down each aisle. There may be things you missed the first time around. By going in a different direction, you are sure to get the full experience of all the exhibitors.

Its hard to get prospects when people are just walking by. Best places? The bar and the smokers area. Even if you don't smoke, people are not moving, and its an opportunity to go there and introduce yourself. Another idea is to linger around your competitions booth. When somebody walks away who has been involved with a conversation with them, I will casually walk over and engage them in conversation. Thank you, competition, for qualifying that lead for me.

If I am on booth duty, and somebody stops to talk, great. Again, though, if they are not qualified I am not going to spend much time on them. In addition, if I am speaking with a potential prospect, and somebody I know stops by to say hi, I will say hi back, and politely tell them Ill meet up with them or reach them shortly. Somebody just walked into your business-why would you alienate them by having a long conversation with somebody else?

Another no no is getting cards, just for the sake of getting cards. In many cases, this is the fault of the company you work for. They want a list, after the show, of every prospect/suspect you met with. Besides the micro management aspect of this, it pressures your rep. There is nothing wrong to come back to the show and say "It was not a good show." But unless companies changes their requirements for a list, it will continue to be an ongoing issue. Have a quality debriefing with your team, one on one.

Everybody loves a party! But, realistically, the only people who are benefitting are those that are those sponsoring the party. Yes, you may do a drink with a prospect or client there, but new business ops are not coming through. In addition, people get back to their hotel room late, meaning that they will not be answering the bell in the morning. Good...for me.

My favorite part of the show is in the morning and late afternoon. Many people feel it is a good time to head back and get ready for dinner, before the party they are going to that night. When my colleagues through the years have left, I've used the opportunity to get more prospects who are just there for a specific time. When others are sleeping through the alarm clock in the morning, I'm meeting my next deal for the first time.

Who are you doing dinner and lunch with? Is it a potential client, that you know will be big, or somebody of less quality? Again, do not waste company money on something that is of no value to the big picture. No dinner plans? Fine, grab a bite, catch up on the day and home front, and get ready for the night.

One thing I can always predict when meeting with somebody is that the first thing they will say is "How's the show?" Thats an equivalent ice breaker as "Nice weather." When people ask me this, I always the same thing: It's only as good as the follow up. And I like to follow up as soon as I get back. Not all at on one day, but, a few a day, prioritizing based on the opportunity. When you go to the show, everybody has the ext best thing. It is only when you get back to the office that you realize that people are not buying (Fill in your answer-this one is my go to line) glow in the dark condoms. Prioritize and follow up immediately.

A trade show is a great opportunity to build your book of business. Use your time and your resources well in order to assure this is the case.