8 Tricks of the Trade Show

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Train early and often.

"The No. 1 thing people remember about your exhibit isn't the great graphics, it's the staff," says Gilvar. Even the most experienced or dynamic staff needs training before each trade show they attend. "I have no doubt companies' sales staffs are terrific at doing what they do every day. But a well trained staff is the most important part of your trade show experience." Make sure your staff understands and agrees with the trade show objectives before attending—and offer refreshers on both goals and manners once there.