8 Tricks of the Trade Show

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Watch out for spies.

Trade shows provide the perfect environment for espionage. You and your competition are in close quarters for several days, each demonstrating the best or newest features of your product or service. Take some time to size up your competition. And more importantly, make sure you know your competition is sizing you up as well. "If they come to the booth in disguise, they often give themselves away by being too clever," Friedmann says. "They ask questions the average person won't ask." Ensure your staff has enough observational savvy to distinguish these plants from ordinary customers.