You've seen these folks at the show. Are they in your booth?

Trade shows are hard work but the more an exhibitor is aware of these mistakes, the easier it is to correct behavior and have a successful show.

1. Thinking the show is a party instead of business - it is all business, all the time

2. Forgetting a sales call is not a social call - build business on relationships

3. Not doing research about the show before the show - other exhibitors, expected attendees, educational opportunities

4. Only looking for leads while ignoring clients and serious lookers - your clients are another firm's leads, protect them at the show

5. Assuming people will remember you and your company - they will not, follow-up is the key

6. Assuming people will forget you and your company when you screw up at the show - they will probably never forget you

7. Talking too much, listening too little - listen 80% of the time, talk 20%

8. Not having expectations or goals for the show - so why are you at the show

9. Not knowing how you and the show will be evaluated by your company - so why are you at the show

10. Not knowing how the company will follow-up - the most important effort is accutate follow-up

And the Bonus - Being boring, gossipy, sloppy, ill-mannered and badly dressed. Enough said

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Julia O'Connor

In one way or another, Julia has always been in sales. From the time her mortified mother found out that, as an enterprising 5-year-old, she was peddling homemade pot holders to the neighbors, to her current expertise in trade show marketing, she has been interested in results. And in order to get the results she wants, she will guide, train and teach.

Her careers range from public and professional education design, to freelance advertising-public relations, to real estate investment portfolio management.

Since 1982, Julia has been working with clients in trade show marketing. And, when she asked clients, "why are you going to that show?", she found most did not know. Time to teach.

After years of informal instruction, Trade Show Training was incorporated to provide structured training ranging from trade show basics to the ergonomics of exhibit design. She designed Camp Sho-M-Sel-M to improve sales staff performance in the trade show environment.

She holds degrees from The University of Georgia in Advertising, an MA in Mass Communications from The University of Iowa, and an Indiana University MBA in Marketing. She is a frequent speaker on marketing, networking, entrepreneurship and trade shows.