When we have dealt with trade shows in this column in the past, all the information has been directed toward the exhibiting company and the components required for a successful show experience.

Since there are many more people attending trade shows as prospects than there are exhibiting companies, perhaps it is time to work the other side of the street and devote some space to the needs of the trade show attendee.

For the person attending a show to conduct legitimate business, several basic practices need to be continued, just as though you were still in your office. The location and methods may change but the mission is still the same. The only major change is that you, the client, are going to visit the supplier. Some tips to help make your visit a more rewarding experience:

Set objectives

Know what you want to accomplish. Why are you going to this show? Do you want to see a specific product or person? Are you looking to fill a specific need? What resources are you willing to allocate to your quest in terms of staff and dollars? Set a show budget.

Plan your day

Determine what exhibits or persons you want to see and draw up a game plan that will allow you to use your time wisely. If you can obtain a show layout (most major shows will send a show packet including a layout if you pre-register) you will be able to plan a logical route to save time and steps. You may want to schedule appointments with major suppliers. Most suppliers will welcome this approach and be prepared to work with you without interruption. Scheduling meals with suppliers is appreciated as it gives supplier personnel an opportunity to take a break from the booth and... they will most likely buy the meal! Be careful not to waste suppliers time... be considerate.

Visit the entire show

Don't confine your activities to those companies or areas where you feel comfortable. Trade shows allow you to discover new products and services. Don't deprive yourself and your company of the opportunity to uncover unique products and services. Profits hide in unusual places. Be open to new ideas. Use the opportunity to interact with companies you ordinarily would not see.

• Walk the show quickly, noting those companies that you want to get literature from later. If you stop to take literature, you will most likely get caught up in conversation and won't get through the entire show.
• Make a second trip back to the companies that interest you and pick up literature only... no conversations yet!
• Review literature and return for discussions with those companies that interest you.

This method will allow you to see all of the show and not waste time with exhibitors that hold no interest for you. Exhibitors appreciate this approach... their time is also valuable.

Be comfortable... Dress for comfort as much as possible while still appearing serious. If you show up in shorts and a tank top, you will probably have trouble generating any serious conversation. Wear comfortable shoes. Take frequent breaks. Bring a sturdy, lightweight case to hold materials.

Trade shows are an important part of the sales/purchasing function for the attendee as well as the exhibitor. Proper pre-show planning will ensure a successful show.