Companies may spend megabucks on their trade show exhibits. However, having a well-located booth with an enticing display doesn't necessarily make for a successful show. What makes the difference is the attitudes of the people working the booth and their ability to attract people, connect with people, and gather information. If you are working the booth, you need to go out of your way to be warm, approachable, friendly, conversational, playful, energetic, and engaging to the trade show attendees.

It's better not to have more than two or three people managing the booth (depending on the size of your booth) or your group may appear intimidating and scare people away. Also, realize that a trade show is a time to make connections, not to sell.

You want to attract prospects to your booth and develop that first steppingstone of relatedness. Learn as much as you can about your visitors in a very short amount of time. Give them enough information to pique their interest and identify what type of follow-up is appropriate based on their interests and needs.