One of the most common mistakes that businesses make when setting up a trade show display is to simply plop down a table in front of a sagging banner and throw a few pieces of branded merchandise into a basket next to their business card. The first impression that your potential clients and partners will get is that your business is drab, unexciting and under-funded-especially if they see your dinky little booth next to your competitor's flashy custom display.

Fortunately, there are many ways to make your trade show display set you apart as one of the pros.

--Get a tall table if it's available. This is one of the quickest ways to make an ordinary booth feel like a custom display. The typical booth is at table level, but the attendees will see it at eye level. Your trade show display will make a much better impression if the booth workers are standing at a counter.

--Put the sales reps at eye level, too. Many trade shows can replace the standard chairs with taller stools, so that the presenter is seated at eye level. Your reps' feet WILL get tired during the long days of a show, and they WILL sit down. A stool will allow them to sit while they're schmoozing without having to crane their necks to talk to the clients.

--Put a little bit of forethought into your banner display. In fact, test it out before the show. If the banner is sagging or drooping, fix it ahead of time.

--Keep it clean. No matter what kind of booth you have, make sure that there are places for trash, unused brochures and the sales reps' purses and other personal items. A disorganized booth sends a disorganized message.

--Get a literature rack. Have you ever walked through a trade show at the beginning and looked at all of the brochures neatly fanned out on tables-only to see the same brochures sprawled pell-mell over every surface at the end of the day? A literature rack can reduce this problem.

--Consider color. Many trade shows supply you with a standard table skirt and cloth, and a carpet in a standard color. For a few extra dollars extra, the trade show coordinator might be willing to substitute skirts and carpets that match your company's logo.

--Bring more color to the banner display as well. Many companies have just a logo on their banners; take it to the next level by setting your logo off with a really attractive photo or an interesting slogan.

--Spring for a custom display. You can only do so much with a banner display; in the end, your client is still standing in front of a table. A customized display can draw traffic into your booth and give your sales reps more face time. It doesn't have to be expensive; there are many reasonably-priced options that can make your company look like a serious competitor.

When you display a booth at a trade show, you're often spending hundreds of dollars on employee time, booth reservation fees and other incidental costs--but it can all go to waste if your booth is boring and unattractive. This is one case where a penny saved is NOT a penny earned. Spend a few extra dollars and make an attractive, presentable booth. Your bottom line depends on it!