The Power of a Champion
We are all well aware that trade shows are one of the best vehicles to impress the top brass in the world’s leading companies. However, there are often unseen underutilized benefits to trade show marketing: the power of meeting your new CHAMPION. We have been trained for so many years to not waste time on the “unqualified” buyer. Although this is a valid point, we must be careful of the slippery slope from not taking the time to WOW a junior “buyer” who possesses the full confidence of his or her boss or team. Spend time qualifying, educating and inspiring these CHAMPIONS as they will not only be your best salesmen, but they will eventually become that elusive top brass we are searching for.
P.S. To my traveling friends, no, I am not referring to CHAMPIONS in the Marriott where we all have spent so much time after the show.