14. Tune In and Listen
Listening to what people are telling you at trade shows is one of the most important things you can do. Yes, you are there to sell, but spending three days of doing nothing but broadcasting your message limits your overall success at a show. Trade shows should be viewed as a research Mecca for savvy marketing and business people. Yet, I can rarely find more than a handful of exhibitors who bother to ask visitors what they need or what problems they are trying to solve.
The conversations taking place in your booth are just the tip of the iceberg. Think about it—your booth is just 100–1,000 square feet of an event encompassing as much as 40,000 square feet for smaller shows and 1,000,000 square feet or more at larger shows. ...
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