Exhibit Something Different

By Tibor Shanto
Most trade shows I attend, I do so to prospect, not as an exhibitor. Organizers kindly line up prospect in neat little stalls, one after the other. A couple weeks back I went to an event where I was indeed interested in what they were displaying and selling. This time I got to experience trade shows like most mortals do.  What I have to report that it wasn’t a great experience. Sellers need to exhibit something different from the usual lack of preparation and apathy towards outcomes.
I understand that vendors need to realize an ROI, as a result we should expect to be “sold.” However, the behaviour of the people in the booths worked counter to that goal. I was greeted and properly scanned, the highlight of my experience, downhill from there. No doubt they were told by marketing that because they were so innovative and cute, they don’t