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Sooner or later most sales personnel are going to be assigned to man their company’s booth at a trade show. While many see it as a drudge assignment, those that approach the event with passion and dedication will create an enjoyable — and profitable — experience for both themselves and visitors to the booth.

In recent years trade shows have seemed to become more and more about kitschy takeaway gifts or elaborate raffles. Some shows, especially those in the technology and entertainment genres, see booths that try to outdo each other in terms of performances, celebrity appearances, and everything except the product or service the company offers. Getting attention for the sake of attention isn’t always the best way to generate sales. Targeting the booth display to the preferred customer demographic is a much more effective way to create interest in a company.

Booths can be as simple as two people sitting at a table with a banner behind it. They can be elaborate, eye-popping, multimedia extravaganzas. However, many customers will appreciate simple pop up displays that showcase the company’s products and services without going overboard. They should be attractive, but also informative and should appeal to the target audience rather than a generic customer profile. Likewise, sales staff should be friendly, knowledgeable, and able to answer specific questions. When display and staff work together, the potential for sales increases.