What kind of results will you get if you exhibit at a trade show sponsored by a local business organization? The answer, like so many things in business, depends on a number of factors – some you can control, and others you can't. Here are six things you should know about exhibiting at local shows.

1. Trade shows run by local or regional business groups often don't attract very many people who aren't members of the organization running the trade show.

That fact, by itself, shouldn't be (forgive the pun) a show stopper – at least not if you've chosen local business associations and networking groups carefully. Your decision about whether or not to take a booth at a show should be based on a combination of factors, including what it will cost to exhibit, the history of the event (how many people attended last year), the number of leads you might reasonably expect to get based on the predicted number of attendees, and the after-the-show value of the name recognition and the networking contacts you'll make or reinforce by exhibiting.

2. Exhibitors at small local trade shows (and some bigger ones, too), sometimes benefit as much or more from networking with other exhibitors at the show than they do from selling to show attendees. Small business owners who don't understand that are often disappointed by the results of their show participation.

3. Standing – or worse, sitting – behind your table at the trade show is the second-worst thing you can do at the show. The reason, it's more difficult to stop passersby and engage them in a conversation.

4. Talking on your cell phone, playing with your computer and reading email are the absolute worst things to do – even at a show that has few people walking around. The reason: no one will stop to discuss business if you appear to be busy or uninterested.

5. Having help at the show is, well, helpful. Bring someone with you to man the booth and talk to visitors so you can roam around to other vendors' booths. Just be sure the person you bring with you knows enough about your business to provide intelligent answers to visitor questions.

6. Boring tables get passed by. Bring something with you to catch the attention of passersby. If you do many shows, a professionally designed tabletop display can help attract attention. But less expensive ways to get people to see what you do or what you sell include :

• using inexpensive plastic sign holders to stand your literature up instead of leaving it lying flat on the table
• wire or plastic stackable shelves (the kind you might use to organize a closet) to lift products or literature off the surface of the table for better visibility
• setting up a notebook computer to continually run a slide show about your product or service
• using appropriate accessories such as a table-top Christmas tree to display handmade ornaments, or having a bouquet of flowers on the table to attract women who might be interested in your spa.

More: Exhibiting at Industry Trade Shows

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