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When I was in college and trekked halfway across campus to get to class, I expected the professor to be there, be ready and teach me something. I was paying for every hour of the class; I wanted to get my money’s worth from it.

Just because there was building, a professor and tuition didn’t mean it was all just going to fall in my lap. I had to do my fair share of work. And with the right preparation and concern for a good outcome I was successful.

How does this relate to a trade show? Well, since you’ve paid your exhibit house to create a booth and you’ve made the effort to travel to the show [whether to another state or just downtown, it doesn't matter], you should expect to get something out of it.

However, you just can’t show up and expect sales leads to fall into your lap. You have to invest in it, i.e. do your homework. Be prepared. Think about what you will say to booth visitors. Brush up on your ‘elevator pitch’. You know your products and services, but it never hurts to refresh your memory.

Be ready to shake hands, greet people and genuinely want to be there. People know when you are approachable and people can tell if you are just going through the motions.

Your plot of convention center concrete is expensive so make the most of it. A passing grade won’t suffice; you need to ace the course.

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