You can add surprising value to your time in a trade show exhibit hall once you discover why vendors are really there. And, no, selling you the latest version of their product often isn't at the top of the list.

Mike Studer, PT, MHS, NCS, walks into an exhibit hall with a plan.

Literally.

He explains, "I make a list of the specific booths that I want to visit, prior to each trade show. Often, I will make this list based on emails and postcards I've received—giving preference to vendors that I have ordered from in the past and would like to meet, vendors that are offering a new and relevant product to be considered for my practice, or those that are offering an attractive item for raffle."