b'BUSINESS STRATEGYSMART TRADE SHOW FOLLOW-THROUGHIncrease Your Profits by Taking the Right Steps After the ShowPhillip M. PerryT radeshowsoffermanyget on all the time and money spent?opportunitiesformeetingThe answer lies in smart follow-through when you new vendors, learning fromreturn from the show. That means keeping the dialog seminarsandhobnobbingwithgoing with vendors, passing along lessons learned colleagues. All those activities canwith coworkers, and sharing the hottest industry pay off with a fatter bottom line. trends with customers. A trade show is the best place to see everythingDoing all that in a way that boosts profits is a that is happening in the industry, and to learn whatconstantly evolving skill: Like expert golfers working companies have to offer, says Alice Heiman,on their follow-through, successful trade show founder of her own sales consultancy in Reno,attendees are always improving the quality of their NV (aliceheiman.com). Your presence at a showafter-show swing. brings you face to face with three groups of people:Here are some tips for doing just that:attendees, speakers, and exhibitors. You can learn from each. Tip #1: Prepare to winDespite their attractions, though, trade shows canThe best follow-through begins before you leave the toss monkey wrenches into any organizationsoffice. Each person attending the show must plan in operations. How can you spare the time and moneyadvance to take the right steps after returning. That required to send yourself and staff members to ameans having an answer to the question: How will I show? And how can you maximize the return youmaximize the contacts I make with show exhibitors Continued on page 3736 www.mrca.orgMidwest Roofer'