Dr. Allen Konopacki, a Chicago-based trade show consultant, offers the following advice:

Faster and More Efficient Service
It is known that 78% of trade show attendees will wait only 1 to 2 minutes for assistance at an exhibit, then walk away. Just one or two more available staff in your booth can reduce walkouts. Today's buyers rate service as their #1 consideration.

Staff Attire
Forbes Magazine reports a reversal in the dress-down look has occurred. Professional business image is "in" with a crisp, clean image, dress shirt without a logo, and bright colored ties. Sports casual is "out" for exhibit staff.

Opening Lines
Avoid closed-ended questions such as "May I help you?" and stick with questions that allow the booth visitor to expound on why they stopped in: "Thanks for visiting our booth. What prompted your interest in our exhibit?"

Body Language
Try holding a 3x5 card in your hands. This will neutralize negative body language and provide a welcoming appearance. Avoid leaning on the displays, slouching, or standing in "pitch posture" holding bags or giveaways.

Avoid Radar Vision
Radar vision is the process of scanning the aisles looking at the different name badges. This action makes visitors feel uncomfortable. Try introducing yourself first, ask a smart question, and then perhaps glance at their badge for name and company information that will help you answer their questions.

Different Types of Trade Show Visitors
Be aware that there are at least five different types of trade show visitors:

• Education Seekers. Education seekers often want to browse, look and learn. Be cautious, though, because a ready buyer may pass you by while you are in conversation with an education seeker.
• Reinforcement Visitor. Typically these are your existing customers who want reassurance that they made the right decision using your product. Make them feel appreciated, and find out if they are interested in any other products you offer.
• Solution Seeker. These prospects are in a buying mode. They're looking for solutions and they're willing to spend the time to get specific answers. Talk less, and listen more, and you'll win their business.
• Visiting Teams. According to the Incomm Center, 50% to 60% of visitors to a booth have other people with them at the show who are involved in the decision-making process. Always ask visitors if other influencers or users are attending the show and set up a private demonstration for the whole team, if possible.
• Power Buyer. Be on the lookout for power buyers! They are typically upper management or key buyers with major authority. Many times they don't wear badges because they don't want to attract unwanted attention. Be alert and approach visitors without badges, or that have badges turned over, with a casual greeting to draw them into your booth.

Dr. Allen Konopacki is president of the Incomm Center for Research & Sales Training in Chicago, Illinois. He can be reached at 312-642-9377, or visit his website at www.tradeshowresearch.com