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You never get a second chance to make a first impression. It’s a saying so true that it has become cliché — a phrase used by suit salesmen and purveyors of shampoo — but it’s a saying that should serve as a motto for your booth staff.

A trade show is a non-stop series of beginnings. Every moment — from the second the doors open until they blink the lights signalling the end of the day — is a moment where you could be meeting customers for the very first time.

If all goes well, these crucial first moments will launch a mutually profitable relationship that will last for years. On the other hand, if the impression you create is not so positive, you’ve kissed a lifetime’s worth of business goodbye.

Beginning well’s means you’re half done. Once you’ve established a rapport with the client, once that positive foundation has been laid, the hard work of negotiating a deal and closing a sale becomes so much easier. Here’s what you need to know to create a favorable first impression time and time again, over the long hours and days that you’ll be at the trade show.

What’s for sale here?

Your company might make computers or luxury automobiles. You might sell scrub brushes. You could retail the finest gems found on the Indian sub-continent. It doesn’t really matter. When you’re at a trade show, what you’re selling is YOU.

Today’s buyers are nervous. They’ve been through the dot-com bubble. They’ve seen Enron blow up and corporate scandal follow corporate scandal. Yet they still have to do business. How do they know who they can trust?

There will always be a due-diligence component to business, but a surprising amount of decisions are made by people ‘trusting their gut.’ During those crucial first minutes where you’re checking out the attendee, they’re checking you out. They are, perhaps unconciously, assessing what they perceive as your intentions and motivations. Few people believe that they can get a good deal from someone they do not believe to be a good person.

Key Secret: People have to ‘buy’ you before they can buy your products.

Can you hear what I’m saying?

Non-verbal communication plays a huge role in creating first impressions. Attendees are constantly watching. If your body language conveys the fact that you don’t want to be at the show, would prefer not to engage with attendees, or are just going through the motions, they’ll pick up on that and go elsewhere.

Standing at the corner of your exhibit with your arms folded tells attendees “Stay away! I’m on guard.” Sitting down, flipping through a magazine, or chatting with colleagues says “I’ve got better things to do.” All togther, it means “You’re not important to me,” even if you ask the attendees what you can do for them today.

Secret: People won’t come in if your body language says “Go away!”

The Wall of Noise

You have to approach attendees, engage them, welcome them into your booths. Unfortunately, many staffers take this to mean that they must offer up a constant stream of conversation, from the welcoming hello to the assurances that “We’ll be in touch!” as the attendee hurries to a calmer, quieter exhibit.

Talking is important, but listening is more so. Shift the focus from your own sales spiel to actually listening to the customer and you’ll find your results immediately improve. Ask attendees questions, and listen to their answers. Give them your full attention. Hear what they’re saying and offer appropriate responses.

The fact that you’re focused on the attendee, wholly engaged with them, and committed, however briefly, to solving their problems, is one of the easiest, most effective ways to create a positive first impression. It sets a good precedent, establishing how you will do business with this client further down the road. You’re laying the foundation for that positive, profitable relationship.

Secret: Focus on the attendee for maximum results.

These three secrets will stand you well in the trade show environment. Remember that to begin new relationships, you must first create a positive impression. Being mindful of the fact that people need to trust you before they do business with you, avoiding off-putting body language, and listening more than you talk will help you do exactly that. And then you’ll be well begun — more than half done, well on the road to starting a new profitable relationship.

Job search was the fastest growing US online content-site category in 2008, according to digital ratings authority comScore. The growth coincides with the loss of over 2 million jobs and a rising unemployment rate, but it also underscores how easy and effective the Web can be for finding a job.

“Online job search resources provide a vital service to those in need of new job prospects and opportunities, and Americans are turning online for this assistance now more than ever,” said Jack Flanagan, executive vice president of comScore.

But are job seekers using Web tools to their best advantage? Here are several essential tips for making the Internet work you:

Diversify Your Search

You want to cast a wide net when looking for a job, so don’t limit yourself to one site or type of site. In addition to job boards like Monster.com, try sites associated with your relevant industry or professional associations, alumni career resources and local career centers.

Search Many Terms

Think about possible synonyms for the types of jobs you want. If you’re looking for a sales job, you should search on all relevant terms like “sales rep,” “account executive,” “sales associate” or “inside sales.”

Use a Job-Search Agent

Once you create a profile and do an online job search, many sites allow you to save your search parameters so you can be notified via email when new job postings arrive that fit the parameters of your search.

Research Every Promising Job Opportunity

The Web makes it very easy to learn about places you might want to work. For example:

• Check individual company sites to learn about the culture or corporate mission.
• Search news sites for relevant reports about a potential employer or follow its financial performance.
• Ask questions about certain employers through your online networking groups or other resources, like the Monster Career Advice forums.
• Prepare your salary expectations by using the Monster’s salary tools.

Connect with Social Networking Sites

You can use your profiles on sites like LinkedIn, Facebook, Twitter and ZoomInfo for professional benefits. The sites let you highlight your work experience and achievements, learn about new job openings from your contacts, or keep a mini blog about your accomplishments or job search.

These suggestions are just a few of the many creative ways people use these tools to network successfully. In addition, recruiters increasingly use these sites to search for information about candidates, so having an updated profile can boost your exposure.

But that exposure leads to a final caution, since most people also use those sites for recreational purposes:

Monitor Your Online Appearance, or Digital Footprint

Do an Internet search on your name, and examine the list of search results. Are there questionable photos you should “untag” or inappropriate comments you should delete? Use the privacy settings on your profiles, and be discreet about people you let into your networks and the information you share.

Getting hired is all about making a good impression, so make sure your online appearance enhances the impression you make.

Recruitment of top notch young talent who can enter your work force and provide that kind of long term growth potential and can only come from a smart and productive staff is always a challenge.  One of the big reasons any business works to keep its public image high and to project the concept that they are an employer of choice is to recruit the best and the brightest from the youth ranks.

Young employees bring a lot to a business that can compliment an older work force and make the business much more vital.  Younger employees are savvy to the wants and needs of their peers.  So instead of trying to guess how to market to the current generation of 18-28 year olds who are the age segment with disposable income, by keeping such employees on staff, you have the inside track to the priorities of the current generation.  Further youthful employees are often optimistic and out to change the world.  Their sense of mission and belief in the system as a means to make the world a better place results not only in a better morale internally but in business philosophy that shares those values.

The tendency to name the upcoming generations can be a bit trite but it helps in knowing who the target group for recruitment are.  And that group of youthful future employees that will be hitting the job market in the next few years has been dubbed “the millennials”.  And despite the traumatizing events of world terrorism, war and the decay of the environment, the millennials come to you with that youthful enthusiasm and desire to make a big difference in the world that sets them apart from previous generations.

To lure the brightest minds coming from the nation’s colleges, some rethinking of what we put in front of these young people is in order.  They are not leaving academia strictly with the objective of making a lot of money.  So to turn the head of youth workers who can make a change for the better in your business…

§    Don’t just make the potential job about money or your recognizable business name.  The reputation of the company can be as much a negative as it can be a positive.  The millennial recruitee will look past the sign on the building at what the company is really all about.

§    The millennial is more internet savvy and wants to use modern technology to accomplish business goals.  It’s in our best interest to facilitate that goal because it will keep us in touch with the marketplace.

§    Corporate culture is an important factor for both recruiting and retaining good employees from this generation.  Millenials are looking for a business climate that is creative, able to change when new things become available, highly accessible upper management and responsive.

§    Corporate values mean a lot to the millennial crowd.   That means that those high minded values printed on posters and plastered all over the Human Resource department have to actually mean something.  By demonstrating that the business lives up to its ethics and values, that will appeal the idealistic side of youthful workers.

§    The values that the business supports must reflect a modern attitude toward diversity and “going green”.  If you walk a millennial around the office during his or her interview, they will notice the recycling bins scattered about.  They will notice the diversity of culture and race in the employee mix.

§    Be prepared to recruit from various disciplines.  Even if you are recruiting for a financial services function or some other specialization, keep your mind open to recruiting students with a focus on liberal arts or teaching.  These millennials can be trained to the specific job and they bring a fresh approach to the job description that comes from their college area of focus.

These are things that might take time to change if the corporate culture is behind the times.  But it’s worth the effort to start now to attract the kinds of workers that mean long term growth for the company.  By doing some serious analysis on how up to the date the business is, you can begin to affect change now so by this time next year, you will be in better shape to court the millennials.