A Modern Trade Show Handbook by Seth Kramer

Contents (from ToC; page numbers under main chapter titles are estimated):

9 Introduction by Bob Kohler

13 Pre-Show
13 Why a Modern Handbook?

19 Trade Shows 101
19 What is a Trade Show?
21 What’s the Secret to Getting That First Client?
23 Networking Groups
25 Home Sweet Home
26 Performance Situations
28 Can You Hear Me Now?

29 Tricks of the Trade Shows
29 Customizing your Props
31 Dress For Success
32 Comfortable Shoes = Happy Feet
33 Working with the Sales learn
35 Trade Show Giveaways

37 Promotional Material
37 Postcards40
38 Your Business Card: The Silent Salesman
40 Do I Need a Video?

43 I’ve Booked My First Show Now What?
43 Confirmation Letter
45 Trade Show Scripting: How Much do 1 Really Need to Say?
47 Client Information Questionnaire
50 Trade Show Buzzwords
53 How Much Should I Charge?

57 It’s Showtime!
57 The Day Before the Show Opens
58 Pick Up Your Show Badge
59 Trade Show Don’ts
60 Trade Show Do’s
61 A Day in the Life of a Trade Show Performer by Paul Green
63 Where Have All the People Gone?
64 If It’s Broke, Fix It: The Magician’s Toolkit

65 Q & A

69 But Wait, There’s More
69 Stopping Traffic and Building a Crowd
70 On Building Crowds
70 Selling to a Crowd
71 Product Pitch
71 What Does It Do?
72 Qualifying (Instant Feedback)
72 Location
73 On Perfecting Sales Technique
73 Mistakes
74 Build a Crowd and Hold ‘Em
75 Say it again — and Again
76 The Amazing World of Superlatives

77 De-Brief