It's an old expression — one you've heard a thousand times before.

"Boy they really turned the tables on them."
"So and so turned the tables and made a huge comeback."

The connotation is that at some critical point, an unexpected move was made that changed the outcome of an event. But did you know that the origin of that phrase dates all the way back to Roman Empire, and involves the original meaning of the word "table."

Way back then, when rich folks sat around in togas eating grapes, the word "table" didn't mean something you placed at the edge of an exhibit, with your brochures and swag on it. It referred to a flat surface used for board games. And in one of those games, Backgammon to be specific, the "table" continues to mean the surface on which the game is played.

Apparently, when these ancient gamers wanted to increase their wagers and take on a really big challenge, they'd offer (for a price, of course) to turn the table around and take over their opponent's position. Thus the phrases "turn the tables" and possibly even "the turning point" came into our vernacular.

This didn't help the Romans, who eventually fiddled away all their advantages ... but it could help you as you plan your next booth. If you ever exhibit in 10-by-10-foot spaces, pay close attention. This next bit of advice is just for you.

Most trade shows are dominated by 10-by-10 exhibits, which far exceed the number of larger exhibits on the show floor. And the overwhelming majority of these exhibitors place their tables at the aisle's edge, spanning the front of their 10-foot space.

The table (usually six or eight feet long) is almost always placed as close to the aisle as possible, and the remainder of the space (usually more than half of it) is devoted to chairs, storage, personal luggage, a laptop, a notepad, overcoats, Diet Coke bottles, and Starbucks cups.

The visitor, it seems, is expected to approach the table, interrupt whatever the staffer is doing to kill time behind the table, and ask if they could please buy the product on display. But anyone who has exhibited at a trade show knows that it doesn't really work like that. The business doesn't just fall into your lap because you spent the money to get your table to the show and into your booth space.

Unless you "turn the table" and open up your exhibit space, you'll be missing several key opportunities unique to trade show selling:
► Approachability. Closing a sale is all about removing barriers to purchase. Don't add a physical barrier immediately, unless you've thought through your strategy thoroughly.
►  Posture. Your visitors are standing, so your staffers should stand, too — unless physical limitations prevent them from doing so. Standing allows staffers to take a small step forward when greeting attendees and, perhaps, shaking hands. That alone subtly communicates an interest in engagement and a willingness to meet in the middle, whereas a staffer seated at a table demands that the attendee make all the effort to approach and engage.
►  Body Language. Visual face-to-face encounters give us the opportunity to both read and transmit body language. Simple gestures and facial/body movements make a huge difference when trying to establish trust and begin or maintain relationships. Trade shows are among the most powerful settings for doing this, but not if you're mostly hidden behind a draped table.
►  Subtle signals. Your visitor will display any number of "tells" that will help you read his or her intentions. One of the best of these is if they physically move from the aisle into your space. This subconscious movement indicates interest and trust. If you've got a table sitting in their way, you won't get this signal.
►  Take sides. By removing the table, you remove the adversarial situation of talking to someone "across" the table. Now, you can take their side and share your story from the same side of the table. This simple act conveys empathy and fosters a collaborative relationship with your visitors.
►  The Experience. Do you want your visitors to merely look at you? Or would you like them to interact with you? If you can draw them into a conversation, your interactions will create a much greater chance of success and closure. And I contend that turning (or removing) the table and getting them inside your booth space fosters more interaction.

The simple act of turning your display table and opening up your space can transform it from somebody's personal office (which communicates: go away, don't bother me, I'm texting), to a three-dimensional brand experience, no matter how big or small your budget is.

So perhaps it's time you turn the tables. I think you'll be surprised at the amount of success you'll find, while you watch your neighboring exhibits fiddle away opportunities as attendees pass by. E