international irade fairs have become extremely important venues for conducting business. yet very few domestically based sales organizations have an understanding of how to cake advantage of the opportunities that these shows present. unlike u.s. trade shows. at which there is an open display of one's goods and services and a 1ot of looking but no buying. a european trade show is relatively closed and only open to those who are there to conduct business.the u.s. company often will spend a lot of money to set up an open display with charming sales people with little seniority or authority. the exhibit is saying. in effect, everyone and anyone is welcome but do not ask too many questions or expect to conduct any serious business. a comparable german exhibit will be more like a fortress where savvy gatekeepers will quickly weed out all but the most important clients who. once allowed into the inner sanctum, will meet directly with senior managers. the message that this exhibit is sending out is that only very special people are welcome and that is its privilege to be allowed to stay.