Editor’s note: This op-ed for Bus & Motorcoach News is written by Jeff Goldwasser, a longtime motorcoach industry veteran.
As we head into the last days of summer, I am reflecting on what I have experienced since the 2025 trade shows began.
To me, the most important item is to show up. Show up at your booth, show up when possible at seminars, events, and meals, do not be a ghost.
Your company has paid some big dollars to send you, and they expect you to show up and do some business. Not every connection happens in the booth.
I find that if someone stops at your booth, they have a reason. Ask questions about their operation, what they need, where they are located, and if they have expansion plans.
At your booth, if it’s a busy show, work the crowd and engage attendees as they walk by. Don’t bury yourself on the phone or on your laptop – you might miss a valuable lead. Invite potential customers into your booth to see what you have to offer. Grab a lead by doing a giveaway of a gift card to gain their business card. This is a great way to build contacts.
Learn the badge color code. A color designates an operator or a vendor. Seek out an operator that you don’t know at a meal event. Sit down, say hi, and introduce yourself. If you are with a group from your company, by all means, spread out. A group of vendors from one company all sitting together can look intimidating if you do not know them. If there are tours, each vendor should take a different tour. Wear your badge whenever you are out of your room. It makes you approachable and identifiable.
Sharing rooms? Not sure if vendors still do that. I feel that at the end of the day, we all need our own time to unwind.
Learn about other vendors. Networking is the key.
Be mature, be professional. A trade show is not a fraternity weekend party. The most important item you have is your reputation; don’t lose it with one stupid comment or act. I have seen it happen one too many times. It’s embarrassing, and you never recover from it. Act professionally.
Our industry is very small, and one never knows when you might need someone else’s help down the road. A recommendation for a position or a contact goes a long way. Get to know your fellow vendors, even if it’s your competitor.
National shows are different from a state association meeting. At national shows, the attendance is large, with lots of people moving from one booth to another. State meetings are more intimate. Those can make for better networking and relationship building.
Keep your booth display simple and to the point. For state shows, I invested in small tabletop pop-ups. My motto is “booth in a bag” – easy to travel with, easy to set up, easy to break down. A table runner with your logo works great.
Sadly, this needs to be addressed: personal hygiene. Shower often, wear clean clothes. Body odor is gross. Wear deodorant, maybe light perfume or cologne, and please brush your teeth and have fresh breath. Mints are all around the show floor. If you smoke, be aware that many find it offensive. Breath mints are in order
Respect people’s personal space and do not intrude into it. When you first meet someone, there is proper etiquette for hugging; usually, a handshake is fine. Yes, I enjoy meeting people at shows, but I do not have to be kissed by people I hardly know.
Have plenty of business cards with you all the time. A pet peeve of mine is the business card you get that doesn’t have room to write a note on it. If the business card is one that’s like a credit card, it will usually end up in the trash. You don’t forget your wallet, so don’t forget your cards.
Logo wear is great if you can get it. It reinforces the message about who you are with in a subtle way.
Of course, after a show, always follow up with an e-mail. Sometimes, even often, sales can come months after a trade show meeting. Jackpot to you if you write an order at a show.
Let’s see, two shows in August for me, and a great dinner event in September. Another two to four before the holidays in December. If you are in charge of planning a meeting, be considerate and check the calendar for all religious holidays.
You may agree or disagree with me, but I have been doing shows and events for a very long time.
See you down the road!
Jeff Goldwasser is a longtime motorcoach industry veteran based in New Jersey, with deep expertise in coach seating. A key member of the Grupo Amaya-Astron team, he currently serves as a sales representative for Amaya Seating. Known throughout the industry as “The Seat Guy,” he’s a go-to resource for seating solutions.
