The right space – one of the most important aspects of getting a return from your exhibition stands is the space you book. There are some spots in an exhibition hall that work brilliantly –especially for smaller companies who can only afford the minimum stand space. Look for corner spots, where you’re going to get lots of footfall from visitors going in several directions around the hall. Alternatively, try for space near refreshment zones, coffee bars or demonstration areas.

The right stand – exhibition stands can make or break your show. Work out how much you can afford to spend on your stand and then get the very best you can for your money. If you’re on a tight budget, look for pop-up exhibition stands that you can use again and again, and make sure you get great graphics panels that put your message across as simply and effectively as possible. If you have more cash, look for modular systems that can be built to your requirements, giving you a real presence at the show.

Working the hall – as you walk round a show, taking in all the exhibition stands, you’ll see a variety of behaviour and attitude from the people manning the stand. The way you present your stand and the way you work the hall can make all the difference to the success you achieve. Don’t let your stand representatives eat or drink at the stand, for example. It puts people off coming onto your space and can make your stand unappealing and untidy. Always have someone on your stand too – you never know when the next potential customer is walking past. Make sure you have a fail-safe way of collecting business cards and for recording information on what the prospect is interested in and always end with a promise to call – and then make sure that you do.

Setting targets – just like any sales and marketing exercise, exhibition stands are designed with sales in mind. Attract people to your stand, find out what they’re interested in, capture their data and follow them up. It’s a simple process, but one that many exhibitors fail to follow. Exhibition stands are successful when the salespeople make them work. Set targets for how many prospects you want to capture on each day, and don’t leave the hall until you’ve achieved your target. In the same way, set a target for the number of prospects you want to convert once the show is over and work hard to ensure that those prospects become customers