Effective selling at trade shows: how to get a measurable return on your investment.

Exhibiting at trade shows doesn't have to cost a lot, and it can give your sales and marketing a big boost--if you do it right. While statistics, show that attendance at most trade shows is down from the early '90s, the percentage of qualified decision-makers has remained high--typically four out of every five people at trade shows. In other words, there are fewer tire kickers heisting free pens and more decision-makers looking to buy.

So, even if you've exhibited before and have been disappointed with the results, don't give up. The key to getting a return on your investment is obeying these cardinal rules of effective trade show selling:

Train your staff -- Be professional. Do not eat, read, sit or converse with fellow staff members while working in the booth. Stand near the aisle, so you can read attendees' name badges. Be aware of body language--and don't forget to smile. Maintain good eye contact and give a good solid handshake. Ask prepared questions and record the responses. Wear comfortable shoes, and be sure to check out your competitors' displays.

Come prepared and come early -- Don't be caught setting up when the doors open. You've paid your money and blocked off time to be there; don't assume potential buyers will have time to come back once you're ready for them. Allow time to handle any unforeseen events. Bring a supply kit with pens, paper, masking tape, staplers, extra Velcro, extra light bulbs, breath mints and anything else you may need on the spot.

Don't skimp on your image -- Given the amount of money spent on booth space rental, display walls and accessories, shipping and drayage, travel and other expenses, it's amazing how many people skimp on their graphics. The most obvious thing your company communicates at the exhibit hall is your image and your message. When you have only three seconds to nab an attendee's attention, you'd better have a great-looking booth. Compelling, colorful graphics can stop them in the aisles. A good graphic designer can help you find high-quality images that not only show what you do, but also reflect an image of quality and success. And with the number of good stock photos and illustrations available on the Internet, it's relatively easy to find affordable images that really enhance your image.

Find the right display supplier -- Ask your peers and industry contacts for referrals. Look in your local Yellow Pages under "Display Designers and Producers" or look in directories, like the Detroit Regional Chamber's Buyers' Guide (to be renamed Member to Member Directory in 2004) or The Big Book. Find a local display company that works with small companies, to ensure good service. Ask a lot of questions. Decide how much you can spend for everything in the booth--the display wall, design, graphics, cases, lights, counters--and communicate that to the display company. A myriad of affordable, lightweight portable display systems are available today. You can get folding panel displays and "pop-up" Velcro fabric displays and even banner stands that can connect to form a graphic display wall. They are lightweight, versatile and should last longer than your current graphics will last. Work with a display company or exhibit house that can provide a number of these options, and you should be able to find a display that makes you look good and fits your budget.

Visit the Detroiter Online at www.detroitchamber.com/detroiter for additional tips on effective trade show selling. For more information on effective trade shows, see "Trade Show Trends" at www.exhibitsurveys.com/trends.htm.

Anita Mitzel is president of GraphiColor Systems Inc. in Northville, a member of the Detroit Regional Chamber.