TRADE SHOW

I recently ran across Inc.com s 8 Tricks of the Trade Show some real gems in there and realized how much there was to say on a seemingly straightforward topic. Decibel typically comes into a trade show on the logistical end of things (call us, we can get you all kinds of stuff), and as event professionals that s probably where we ll stay, but I find it fascinating that there s a whole field of sales thought on running a successful booth that goes well beyond showing up with some good banners, a box of custom-printed stress balls and an attention-grabbing way to strip attendees of their dignity (Money-blowing machines? Really?). 

There s a ton to consider, from training your sales staff to specifically target their behavior, approach and pitch for a trade-show environment, to doing marketing blasts before the trade show even begins in order to (apparently, this is a big one). I ve put together a collection of a few of the resources I ve come across for boosting your trade-show know-how.

Ken Krogue s Articles on Forbes

A regular contributor on Forbes.com, Ken Krogue s articles focus primarily on sales techniques, touching specifically and insightfully on trade show sales and engagement techniques. Here are a couple of the articles Ken has specifically written on the topic:

• 12 Commandments of Incredibly Successful Trade Shows
• Dreamforce 2013 Lead Management Research Calls Out Internet Marketers Who Still Miss the Boat
• 17 Skills for Highly Effective Trade Show Events

Susan Friedmann, the Trade Show Coach

Here to rescue all ye with flat sales numbers is Susan Friedmann, who specializes in helping exhibition-bound companies to get the most for their buck. Via her website, she offers online training, quick coaching and some audio and eBook help. Here s Susan, saying hi on thetradeshowcoach.com:

Message From Susan Friedmann, The Tradeshow Coach from Susan Friedmann on Vimeo.

Inc.com

Inc.com is another awesome site that consistently posts interesting and forward-thinking articles on trade show success. Some of my favorites:

• How to Survive a Las Vegas Trade Show
• Have the Best Trade Show Schwag
• How a Non-Traditional Trade Show Can Boost Awareness

Now, go forth and sell!