|How many of you reading or listening to this regularly attend trade shows in an attempt to get new business?
Right. That’s what I thought. Just about everyone. It makes sense. That’s where plenty of good prospective customers are gathering – at an industry trade show.
|A company that specializes in logistics for importing perishable products was planning to attend the big industry trade show in Boston. This outfit packed up all their most talented sales pros, not to mention all their key executives and decision makers for what they hoped was their most profitable trade show ever. Hopefully they’d return to headquarters with a stack of new leads to follow-up on.
Back at the ranch (their corporate headquarters) they received a telephone call from one of the largest packers of perishable products in the world (you’d know their name if I told you – but my liability insurance carrier wouldn’t appreciate it). This prospect was referred by one of their current clients and needed some assistance and fast. Apparently their current logistics provider was unable to deliver the service they needed at this most critical time. Now what do you suppose they were told? Were they welcomed with open arms? Did headquarters think to track down the CEO or VP of Sales to take care of this most-in-demand prospect? After all they were on their way to a trade show with the EXPRESS purpose of finding a customer JUST LIKE THE ONE CALLING FOR HELP.