When you exhibit at a trade show, you are one of many with a booth or table, just like everybody else.
When you speak at a trade show, you're the expert, and everybody is (literally) looking to you for guidance, leadership, and experience.
You're teaching people.
You're helping people.
You're demonstrating your value.
People sit in the audience, imagining what it's like to buy from you.
People think with you. They learn from you. Hopefully, they take your advice and recommendations back to their business and think about you for days or maybe weeks after your presentation.
Think that happens when you are one of the exhibitors on the trade show floor?
Of all of the techniques in this book, this is the one I use personally to grow my business the most.
There is nothing that grows my company more, or faster, than speeches.
But I run a consulting company, so I get to talk about my areas of expertise. I can speak anywhere where my customers and prospects gather. I work predominantly with owners and presidents of closely held businesses between $23 million and $250 million in revenue, with some exceptions that are significantly larger firms. But my concepts apply across industries, so the organization doesn't really matter to me. I can help any owner in any industry, so long as he or she has a customer-facing staff to do the simple communications work laid out in these pages.
If your business sells ...