Get ready for the trade show

Set your objectives. Trade shows are a fountain of opportunity for wheeling and dealing

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Last Updated: 31 Aug 2010

Set your objectives. Trade shows are a fountain of opportunity for wheeling and dealing, so decide what you want to achieve. You don't want to go home having failed to make that sale or meet that important contact.

Plan your slots carefully. Arrange your diary in advance and you'll be much more effective.

Follow the dress code. That Daffy Duck tie might be a hit with your mum, but strangers may not appreciate your eccentricities, so match your clothes to the occasion. Be comfortable too - standing all day in painful four-inch heels will do little for your professional demeanour.

Get connected. Take the opportunity to network with the great and the good of your industry, but allow opportunities for others too - they will remember you for it.

Keep your stand tidy. Dirty coffee cups detract from the brilliance of your display. Arrange literature neatly and have spares on hand. Crying out: 'I'll just be a minute' as you delve into an unopened box will not impress.

Spy away. This is a rare chance to snoop on competitors, so make sure you see what they're up to. But leave the false 'tache at home (see dress code).

Stay sober. Have fun, but when the wine starts flowing remember you're there to represent your company. Your rendition of 'Danny Boy' may be impressive but is unlikely to be on-brand.

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