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    relationship-oriented. We find it hard to change but we try to", O’Connor explained.

    The biggest challenge – and the most complaints she hears – are abo

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    According to Julia O’Connor, president of Trade Show Training, inc. (TSTi) there are three universal components to any trade show, anywhere in the world – promotion, presentation and logistics. "While it seems simple", she said, "there are both subtle and major differences in shows in the US and other countries."

    Promotion - marketing - is probably more universal, especially now with the Internet, said O’Connor, but presentation – the sales component – is more affected by culture and business expectations.

    "Americans are viewed as loud and aggressive. Even as we expand globally, we understand we must be more relationship-oriented. We find it hard to change but we try to", O’Connor explained.

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    motion, presentation and logistics. "While it seems simple", she said, "there are both subtle and major differences in shows in the US and other countries."

    Promotion - marketing - is probably more universal, especially now with the Internet, said O’Connor, but presentation – the sales component – is more affected by culture and business expectations.

    "Americans are viewed as loud and aggressive. Even as we expand globally, we understand we must be more relationship-oriented. We find it hard to change but we try to", O’Connor explained.

    The biggest challenge – and the most complaints she hears – are abo

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    Promotion - marketing - is probably more universal, especially now with the Internet, said O’Connor, but presentation – the sales component – is more affected by culture and business expectations.

    "Americans are viewed as loud and aggressive. Even as we expand globally, we understand we must be more relationship-oriented. We find it hard to change but we try to", O’Connor explained.

    The biggest challenge – and the most complaints she hears – are abo

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    ffected by culture and business expectations.

    "Americans are viewed as loud and aggressive. Even as we expand globally, we understand we must be more relationship-oriented. We find it hard to change but we try to", O’Connor explained.

    The biggest challenge – and the most complaints she hears – are abo

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    relationship-oriented. We find it hard to change but we try to", O’Connor explained.

    The biggest challenge – and the most complaints she hears – are about the logistics component. It is the unions, the transportation and shipping problems, the set-up and tear-down. Many countries and shows use a turnkey operation. In the States, there are different unions to perform services before, during and after a show.

    "It becomes confusing to individuals and expensive for companies that do not understand the process in the US," O’Connor said.

    Those companies planning to exhibit in the US, or those who currently exhibit, often do not know where to turn for assistance. Specialized seminars, run as Camp Sho-M-Sel-M, provide the information.

    Trade shows are complicated

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