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A similar paranoia afflicts everyone before leaving on a trip. Is the oven on? Is the back door locked? Does the cat have enough food? Did I pack my toothbrush? I know I forgot something!

This anxiety is all the more powerful before leaving for a trade show, and rightly so: a critical memory lapse before such an important marketing event can cost your company customers and money. To help avoid this, and to ease your anxiety, answer the following questions before you go.

Have you confirmed your plane or train tickets and departure times?

Are your hotel accommodations and rental car reservation in order?

Have you checked to make sure everything is ready at the exhibition hall? This includes the booth and the literature you'll be handing out and especially your promotional gifts. They're crucial to the success of the show.

Is everything packed? Double-check to make sure you have your tickets, company credit card, computer, cell phone, show itinerary and literature, something to read on the plane, contact info for your staff and for important clients, and plenty of business cards.

Does your office staff know what needs to be done while you're gone?

Is the show staff adequately prepared?

Have you checked your email and phone messages? You don't want to get on the road, or to the show, and find out there's been a change of plans. Change your voice mail message so that clients who call while you're gone will know why you're not there and how to contact you if necessary.

Are your follow-up materials (literature and gifts) ready? Quickness is key if you want to turn your leads into sales. You want to be able to send out requested information the day you return.