In previous columns, most of the information regarding trade shows has been directed at the exhibiting company and the components required for a successful show experience. Since there are many more people attending trade shows as prospects than there are exhibiting companies, perhaps it is time to work the other side of the street and devote some space to the needs of the trade show attendee.

For persons attending a show to conduct legitimate business, several basic practices need to be continued just as though you were still in your office. The location and methods may change but the mission is still the same. The only major change is that you, the client, are going to visit the supplier. Some tips to help make your visit a more rewarding experience:

Set objectives. know what you want to accomplish. Why are you going to this show? Do you want to see a specific product or person? Are you looking to fill a specific need? What resources are you willing to allocate to your quest in terms of staff and dollars? Set a show budget.

Pre-show research. can save you much time. Using the web to preview an event can be a major time saver. Many shows are now previewed on a website. By visiting the site, you will get a flavor for the show -- what companies will exhibit, what products and services you can expect to see as well as general information regarding hours, costs and other helpful information.

Plan your day. determine what exhibits or persons you want to see and draw up a game plan that will allow you to use your time wisely. Obtain a floor plan (Most major shows will send a show packet including a layout if you pre-register. It may be on the website.) You will be able to plan a logical route to save time and steps. Try to schedule appointments with major suppliers. Most exhibitors will welcome this approach and be prepared to work with you without interruption. Scheduling meals with suppliers is appreciated as it gives booth staff an opportunity to take a break. Be careful not to waste supplier's time -- be considerate.

Visit the entire show. don't confine your activities to those companies or areas where you feel comfortable. Trade shows allow you to discover new products and services. Don't deprive yourself and your company of the opportunity to uncover unique products and services. Profits hide in unusual places. Be open to new ideas. Use the opportunity to interact with companies you ordinarily would not see. If you plan to be at a show for several days and you have accomplished your primary objectives, you may find the following, three step method, ideal for seeing the rest of the show:

1. Walk the show quickly noting those companies that you want to get literature from later. If you stop to take literature, you will most likely get caught up in conversation and won't get through the entire show.
2. Make a second trip back to the companies that interest you and pick up literature only -- no conversations yet!
3. Review literature and return for discussions with those companies that interest you.

Be comfortable. Dress for comfort as much as possible while still appearing serious. If you show up in shorts and a tank top, you will probably have trouble generating any serious conversation. Wear comfortable shoes. Take frequent breaks. Bring a sturdy, light-weight case to hold materials.

Trade shows are an important part of the sales/purchasing function for the attendee as well as the exhibitor. Proper pre-show planning will ensure a successful show.