The perceived expert in your field

One of the easiest ways to be the perceived expert in your field is to present an educational seminar or break out session at a trade show. You are given instant credibility because you are the speaker. The perception is that the expo would not have you as a speaker if your talk was not valuable and good. Keep in mind that your talk should be educational - not a pitch about your company's products or services. You can save that for the booth.

Let's assume you know your product, service or industry. So now you have to deliver your topic. Public speaking ranks as the #1 fear of people - even over death. Here is a great article on public speaking and first impressions from Frank Damelio at Target Intellect. This article has very useful tips that include how to structure a power opener. Surf around his blog and you will find many more helpful tips.

Once you have secured a speaker spot, how could you leverage that to increase your show success? You could put the show information and a commercial about your talk on your web site. You could put out a mock press release or send an invitation to all of your customers and prospects.

Those people that attend your speech have already pre-qualified themselves. What system are you going to have in place so that you can collect their information and understand their needs? Can you now invite them to meet with you back at the booth or at a hospitality suite?
Remember it is called a trade "show." When people spend their valuable time to go to a "show," they want an experience. Make sure your "show" is memorable and positive.