B2B Trade Shows - Where Do You Start

You want to maximize the Return On Investment (ROI) from the Business to Business (B2B) trade show in which you've just confirmed your participation.  You know your investment is going to be, on average, around three times the cost of the booth space.  So your $1,500 booth is going to cost you around $4,500 when all is said and done.  So what do you do NOW to assure yourself an ROI that's going to cover your investment and return a reasonable profit?  You next need to look at your version of the 80/20 principal.  Specifically, what 20% of your product or service offering yields 80% of your income and profit.  Once you've determined this, you build your booth story and your approach to the show's delegates around this/these product(s)/service(s).  You want a booth header that says "What We Do" before it says Who You Are, then you come up with an Open Ended Question (OEQ) that's asked of EVERY delegate who passes your booth (and which causes him/her to SELF QUALIFY themselves) and then you develop an effective follow up procedure to close those who have self qualified themselves.  That's it in a nutshell, more detail on each element to follow.  TradeShowHiett