Good morning!
Allison and I are just about to embark on a series of road trips that will take us right into June. We’ll be in South Carolina, North Carolina, Arkansas, California, Las Vegas, Orlando, and one or two more cities that have temporarily slipped my mind. Many of these trips are to trade shows or conferences and I want to talk for a second about events like these as lead generators.
Regardless of whether you sell print, signage, or promotional products, the sight of a trade show looks like a buffet of opportunity. And you have definitely come hungry.
The problem is, the people who paid thousands of dollars to be at that show did not go to all that expense and time just to have you walk up and make a sales pitch. So, cool your jets, sport. Yes, this is a great opportunity, but your approach needs to be one of observation first and selling second.
Read the rest of Bill’s column on Printing Impressions.
