Have the right personnel at your display can be just as important as the booth itself. Your exhibit display can have hundreds of people walk through, but if you don't have the right team there, it can be a complete waste.

Before the show starts, you should set a strategy for the show based on your goals. Are you there to generate sales leads, increase awareness of your company and products or are you there simply to visit with and entertain current customers? Based on these criteria, work with your team to make sure they ask the right questions, and say the right things. Scanning someone at your display or getting their business card may not be worthwhile if you don't know anything else - make sure you find out their position, who makes the decisions in their company and what their needs are - this information will be invaluable to your sales team!

Generally, your sales team will be the most effective at the show, as they will understand the needs and concerns of customers, and the right questions to ask. If you have a technical product or service, you probably want to bring at least one of your technical staff in addition to your sales team that can answer potential technical questions.

Some companies hire "booth babes" whose job is to simply attract attention to the display. They may or may not know anything about the company, but are a sure fire way to get people to visit your trade show booth! Booth babes can be an effective way to draw people into your booth so that your sales team can approach them to tell them more about your company.