Winners select staff that understand show objectives and are able to communicate them to the audience. The top field sales person may not be the right person to have in your booth. Winners train their staff in the art of trade show floor selling. A structured formal training is best. Following leads is the most critical aspect of any effort.
Winners have a plan to follow leads before they go to an event.
They make sure all leads have a common form for easy entry into a database. They categorize leads and have a different response for each category. They assign responsibility for the follow up effort. The difference between a successful effort and a poor one are basic. Have a Pre-show promotional plan.