Julia O’Connor, an expert in the psychology of the trade show environment, will be a featured presenter at the Business-to-Business Lead Generation Summit in Washington, DC on October 18, 2004.

Julia, President of Trade Show Training, Inc. has more than 20 years experience in helping corporations and associations focus on the sales, marketing and bottom line of trade shows.

The B2B Lead Generation Summit is presented by Marketing Sherpa, a major international online portal for marketing research and information.

Julia is a speaker, author and consultant who says – "If you liked field trips as a kid, you should love trade shows. Done right, trade shows give you a fleeting but intense overview of an industry. They have always had the potential to be the ultimate in B2B experiential marketing."

"Despite whatever technology you may employ on the floor or in a normal sales cycle, trade shows work because a show is Face-to-Face - the opportunity to look a prospect in the eye, shake a hand and earn trust in a very short time," Julia says.

Julia O’Connor is the author of "The Trade Show Reader – It Takes More Than a Display and a Handshake to Sell at a Trade Show". The book has 40 articles, 400+ Tips and O’Connor says – "It’s great advice based on the mistakes my clients and – geez, me too -made during the years. This is the truth about how to be smarter about trade shows."

For more information on the summit, visit http://www.sherpastore.com/store/page.cfm/2167