I have said this before so says Julia O'Connor of Trade Show Training, inc. - A trade show is a job interview for your company.

The exhibit is the resume. Its the first glance, the initial impression. Just as a paper resume may be on heavy-weight Cranes stationery or torn from a notebook, or an online resume is formatted or not, so too can the exhibit attract attention, be negative or just neutral.

But you do not hire unless you interview, and an experienced HR or GM pro often conducts the interview.

THIS IS THE PROBLEM At a trade show, many companies spend thousands on the resume and nothing on the interview.

The staff is not prepared, may feel it is an imposition to their regular work schedule, or is unaware of the entire marketing and sales process with the trade show in the middle.

Here are 5 quick tips for improving staff understanding of a show -

1. WRITE A JOB DESCRIPTION Outline duties for time on and off the floor. Goals and expectations. Requirements and nice-to-have, like a second language.

2. ASK FOR VOLUNTEERS The more open the process, the better the chance for having people who are enthusiastic about being part of the show staff. Enthusiastic beats Grumpy every time.

3. TRAIN TO LISTEN - And to think faster on the show floor. Today's reality is that visitors spend less time on the floor and often pre-select the firms they visit. The questions will be more detailed. The information requested will be more advanced in the sales process. Your staff must be ready.

4. EVERYBODY IS AN EXPERT - Select a trend and bring everyone up to speed. Talk about it in every conversation before, during and after the show - on and off the floor. It positions your firm as the expert firm and your staff as being astute.

5. EVALUATE STAFF Staff should be evaluated as a representative of your firm not just on leads and dollars. Are they knowledgeable about your products and services? Are they articulate? Do they listen well? How do they interact with strangers, prospects and competitors? A show is a great time to evaluate behavior. Do they make you proud or anxious?

The trade show staff is the first line in trade show marketing. The more they know, the better the exhibit experience.

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.