Because you've been to many shows, you may tend to do it automatically, especially for trade shows that you have attended a number of times. So here's the question: would you get in your car to make sales calls without planning who you were going to see? In just the same way that an unplanned call can be disastrous, approaching a trade show without preparation can mean unproductive or wasted time, or even lost opportunities.

Advance Planning

Getting the most out of an event is something like grocery shopping. Some people just pick up a few groceries each time they go (and they have to shop frequently). Others make a list and do one big shopping trip every week or so, using their time much more effectively. To get the most from a trade show, I've found that you need to prepare as if you were going on a major grocery shopping trip.

That means that you'll need to pick up a program or exhibitors list ahead of time. The first step is to make sure that you want to attend at all-you don't go shopping in an electronics store when you need a loaf of bread. You will probably want to review the program, make a list of the locations of current suppliers and identify others that you also want to visit. Perhaps also number the list - in priority - and rank companies as ones that you must see, ones that you will perhaps see if time permits and others that are of more casual interest.

Set an objective for each planned stop and jot down questions that you already have for them. You may wish to check with others in your company for questions or information that they want too. Good questions include:
* How do you handle this situation or problem?
* What has changed about this product or service?
* Do you have any suggestions to deal with or solve this situation or difficulty?

This is an opportunity for you to speak to sales representatives, product managers and technical specialists. Booth staff is often drawn from the best technical talent and mid- to high-level management, so there are lots of potential opportunities that you won't get when talking to the sales or marketing people alone. Companies spend many thousands of dollars preparing their booths. Get ready to make the most of it.

Pre-Registration

You may hear from some suppliers that they are going to be present and they may even provide you with a complimentary pass. Or you can ask suppliers-many of them will provide free courtesy passes on request.

If you've attended the show before, you may receive a pre-registration form in the mail. However you get your form, be sure to send in your pre-registration well in advance. Not only is it a lot cheaper, but when you arrive, you can just flash your badge at the gate and walk in. For the larger shows, there can be very long lineups for those who haven't registered in advance.

Just dropping in to a show is the most expensive way to go, and can mean standing in the registration line for as much as an hour. That's additional (and unwanted) punishment for your feet!

Plan for Enough Time

Now as the day approaches, have you booked a block of time that will allow you to fit in most of the companies on your list? Depending on the importance of this show to your business and whether the show is local or some distance away, you may plan to spend anything from several hours to several days there.

Travel Comfortably but Be Prepared

In getting ready, make sure to wear comfortable clothing, especially shoes. You don't want to have to quit early because your feet hurt. Walking the aisles of a show can be tiring, even if it is carpeted. Most of your time will be spent standing. Plan to take extra business cards and a couple of pens (and your personal planner if it is small) with you. You'll probably also want a small notebook tucked in a pocket. But try to leave briefcases and other items locked safely in the trunk of your car or at the office. That way you will be free to examine and try out products and services that interest you.

Work your Plan

Arrive at the show soon after it opens. You will find traffic is often lighter for the first few hours of the day or during seminars. Be sure to stop at your highest priority booths during this time. You likely have some questions jotted down that you want to ask.

Avoid picking up brochures

Discipline yourself to only take information on something that is both very relevant, and urgently needed. Learn to say, "No" to pamphlets, trinkets, and other promotional items, especially bags. Travel light.

Wherever possible ask for material to be sent to you. When you talk to the booth staff, be sure to get their business card and mark on it what they are sending you. That way, you can follow-up if it doesn't arrive.

Make notes about every interesting booth you stop at. I know you think you will remember, but why stress yourself out, especially if you are visiting many booths? Besides, if you do spend several days at the show, it will be just about impossible to remember all of the details after it's over. Note what is new or different about the products/services. Make a few notes about details that you glean at each stop.

Remember to stop at the most important booths on your list early during your visit. When a booth is crowded, don't wait around, simply move on to other booths and come back later. Browsing is best saved until after you've covered your top priorities.

Follow-up and Monitoring

Your last responsibility is to take a few minutes just before you leave and review your list. How did you do? Hopefully by preparing you will have accomplished most of the stops on your list.

If something particularly caught your attention about the show itself, trade show management is always glad to receive feedback. Comments on the things that you liked, suggestions for improvements, or notes about things that really bothered you are always welcome to the trade show organizer.

You may want to put all the cards and materials you collected in a file and review it immediately upon returning to work, and again in a couple of weeks. Decide whether this show was good use of your time and helped you to achieve your objectives. You may also want to make a note of the date of next year's show in your calendar.

In summary, a little bit of preparation and planning can really pay off in making the most of your trade show visit.