Sometimes I see big companies that get a 40′x40″ booth and have a gazillion sales people on the floor. From far away it looks nice and über professional, but when you approach, it often feels intimidating to see all these people buzzing around and trying to assail you. Sometimes I feel like swinging by with a white flag to say I come in peace (I ♥ U).
The whole company seems to be represented from sales people to engineers to middle management to upper crust c-level managers. It’s very disappointing when you want to have a brief conversation with one of them and you are rejected because you don’t already have an established rapport with them. Then other people around you know instantly that you’re too small and not worthy of that company’s time or efforts or products. Not the greatest feeling.
Also, having what seems like your entire company at a trade show might seem desperate in the eyes of the potential customers. They may question the financial well-being of your company ( I know I do. Call me paranoid…). Like everything else in life, there must be balance. After having observed the circus that are trade shows for the last few years, I must say that having 10 company representative per square foot does not seem to be the best strategy to get qualified leads. I think it lies more in the quality of the representatives than in its quantity. Besides, who can afford all the costs associated with accommodations and overtime anymore?
Choose the people attending your booth wisely. The number of them attending should be proportionate to the number of people attending and other variables, such as a new product launch, whether or not some of your team will attend pre-conference classes or not, etc…
For more on the trade show tips series, click here