We like to do business with people and firms we know, or at least have heard about it gives us a feeling of comfort and security.

What happens at a trade show? Is there such thing as a true cold call?

I say No. And these are my five reasons I say so....

1. IT DEPENDS ON YOUR SIDE OF THE AISLE

As an exhibitor, there will be people you have never met, representing companies you do not know but you are not calling on them. The visitor has the control of the encounter and approaches you. The cold call is TO you, not from you.

2. MOST VISITORS ARE FOCUSED

They have a problem immediate, perceived, anticipated or just a dream. They are looking for a solution, and in most cases, they are casing your company as a solution provider. This means you need to listen carefully to strangers and slot their concerns into your arsenal of answers.

3. MOST VISITORS KNOW YOUR COMPANY

Maybe not intimately as a client, or even as prospect, but via Internet research, industry gossip, publicity, conversations with your clients,. Unless you are a brand-new venture with absolutely no exposure, your name and reputation are out there. Today, there is no privacy thanks to technology.

4. SELLING IS SELLING

Does it really matter who starts the Sales Dance? Some exhibitors insist on leading this cha-cha which may turn into a slow waltz when they dont listen or acknowledge that control of the conversation belongs to the visitor.

5. UNDERSTAND THE PROCESS

At a trade show, the visitor is in charge. The visitor has made these major decisions TO Spend the money, take the time to go the show Read the Show Program, decide to visit certain exhibitors Actually attend the show Walk down each aisle Spot which exhibits pre-selected or not - to visit Stop at your exhibit Engage in conversation, request follow-up

What happens after this is out of the control of the trade show staff and moves to sales for follow-up. At which point, it is certainly not a cold call.

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Julia O'Connor

In one way or another, Julia has always been in sales. From the time her mortified mother found out that, as an enterprising 5-year-old, she was peddling homemade pot holders to the neighbors, to her current expertise in trade show marketing, she has been interested in results. And in order to get the results she wants, she will guide, train and teach.

Her careers range from public and professional education design, to freelance advertising-public relations, to real estate investment portfolio management.

Since 1982, Julia has been working with clients in trade show marketing. And, when she asked clients, "why are you going to that show?", she found most did not know. Time to teach.

After years of informal instruction, Trade Show Training was incorporated to provide structured training ranging from trade show basics to the ergonomics of exhibit design. She designed Camp Sho-M-Sel-M to improve sales staff performance in the trade show environment.

She holds degrees from The University of Georgia in Advertising, an MA in Mass Communications from The University of Iowa, and an Indiana University MBA in Marketing. She is a frequent speaker on marketing, networking, entrepreneurship and trade shows.