There are two things you should know about your trade show prospects: one is that trade show attendees are generally very impatient; and two, they are lazy and egotistical.

Basically, attendees are very impatient when it comes to scouring the floors of any trade show exhibit. You know why? Because (1) they were just ordered by their bosses to attend the out-of-town trade show to look for an item, (2) they?re hot and cranky from the very long trip, (3) they?re missing the comforts of their homes, and so on and so forth. It is very likely that these attendees would just go directly to the one vendor that has the item he?s looking for (of course he already checked it out from the brochures and advertising flyers his boss sent him), check out if the price is reasonable enough, immediately buy the product, and then head for the nearest hotel to relax or take the last trip to go home.

Second, attendees are usually lazy and egotistical. They don?t really want to look around and shop; that is why most of them would just get a brochure or an advertising flyer, see what?s in store and head directly to the booth.

In order for you to become a better host to your trade show attendees, you need to understand not only the obvious actions that your prospects reveal, but more importantly what they don?t want you to know. When you are able to consider the mixed emotions that your prospects have on trade shows, you?ll be able to provide a better offer that pays attention to their needs and wants. Hence, a better sales rate for you.