ILLUSTRATION: MARK FISHER

First, they fail to tell exhibit staff which VIPs have scheduled appointments or are likely to stop by. Second, they don't staff the booth with the proper number and type of reps to handle these visitors. And finally, they don't develop a specific plan or objectives for these unique guests.

Your first order of business, then, is to avoid making these fundamental errors. However, you can also bolster your chances of forming a good impression by arming your staffers with critical info prior to the show. Develop a list of all companies you consider to be VIP clients and prospects, along with the precise names and titles of any reps that are likely to visit your space. Also consider what objectives each of these people might have for his or her visit.

Then, confirm that you have the right staff, materials, demos, videos, samples, etc. to deliver on those objectives. If you simply plan ahead, you'll guarantee your staff isn't caught off guard and that you'll deliver the type of VIP treatment these clients and prospects deserve.