People attend trade shows because they want information, continuing education credits, to meet friends or connect with colleagues...but definitely not because they want to "be sold" on a product or service in the exhibit hall. If you want to make a sale, you need to think like your customers. Here are the six simple secrets to help you succeed.

First, try to get a booth on an end or near a doorway that will get lots of traffic. Then do whatever you need to do to get the booth noticed. This includes a professional display, professional dress, balloons, giveaways (or at least great candy!), and other attention-getters. You should have plenty of business cards and brochures easily available about your service or product.

A large door prize, invitingly displayed, next to a glass bowl, invites attendees to drop their business cards in as a way to quickly enter a drawing. Some conventions ask vendors to swipe attendees' credit card-like cards instead. Keep small pads and plenty of pens nearby for those who have not business cards left or prefer not to use them.

Second, prospective customers usually come in groups, and often are in a hurry on their way to a convention session or meeting. Keep your presentation down to four or five well-chosen sentences.

Here's a script to try.The first sentence is a "hook", asking about a problem the person may have. "Do you have too much to do in too little time at work?" is one possibility. The second sentence names the product and tells the primary benefit to the buyer or user. "The fabulous __________ saves you two hours a week!" The third sentence tells how this product is unique or better than the competition. "This is the ONLY (best, lightest, original, etc) product on the market that _____________." The fourth is the probe, asking "what would you like me to tell you about this super product?" Then listen carefully, and answer specifically the requested information. Lastly, issue the "call to action" : sign here so we can send you information on this, step up and try this for yourself, etc.

Try to include some alliteration in your presentation, to help people remember your product. Examples of alliteration include "time tested", "simple secrets" and "washable woolies". Many ads or product names include alliteration to increase recall.

Your primary goal with this presentation is to make the prospective customer aware of your product, and to get his or her name so you can follow up by e-mail, direct mail or telephone call. The exception to this is if you have a very inexpensive or small product that people may buy on the spot.

Fourth, make sure the display has the primary benefits (not features) of the product, written in big letters. Benefits include saving time, money or steps in a process, increasing convenience or providing desired options. How does this product or service help the user? Features include such details as the colors, styles, dimensions or number of speeds of the product. People who cannot get close to your table to hear in the crowds will be reading the information. Prospective buyers who cannot hear well, due to a hearing loss or the noise in the room, will appreciate this. Other people are visual learners, and learn better through seeing than hearing, anyway. They will also benefit.

Fifth, bring a personal voice amplifier along to make your voice louder in the noisy exhibit hall. This saves your voice from unnecessary stress and increases the chance that attendees will hear you. This device, costing approximately $150, is the same type worn by aerobics instructors and features a lapel mike or headset mike and a transmitter that straps around your waist, allowing total portability. Bring a bottle of water along as well, to make sure you are well hydrated so your voice can be as effective as possible, with or without the personal voice amplifier.

Sixth, try to engage those passersby who show the slightest interest in your product or service. Stay in front of your table, not behind it, and establish eye contact with them. Then smile enthusiastically and greet them. Remember this is their first time connecting with our company, even if it is your 1000th customer you are greeting, and make a great impression!

Prepare for common sales objections, Objections indicate some level of interest. Teach all staff how to handle the objections skillfully. Mostly, though, you will just be building name awareness.

Lastly, follow up with all the names and contact information you received! It may take up to seven follow-up contacts, over a period of months, before some interested people will respond, so keep at it.

Trade shows can be great for business. Careful communication can make a difference!