Maximizing Your Trade Show Dollars

Here's how to get the most out of your investment

as possible about your potential client.

A few books that entrepreneurs can reference for more information on this type of marketing are: Build a Better Trade Show Image by Marlys K. Arnold (Tiffany Harbor Productions, $24.95); Guerrilla Trade Show Selling: New Unconventional Weapons and Tactics to Meet More People, Get More Leads, and Close More Sales by Jay Conrad Levinson (John Wiley & Sons Inc., $21.95); and How to Get the Most Out of Trade Shows by Steve Miller (McGraw-Hill/Contemporary Books, $14.95).

“A show’s success depends on everything from the pre-show preparation to the activity on the floor to the follow-up,” says Friedmann. “There are no guarantees, but if you’re at the right show, speaking to the right people, and getting the right information from them, the chances of getting a good end result are much greater.”

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