FINALLY, RUN PROFITABLE SHOWS

It’s serious business. We bet it’ll surprise you. The metrics we use have been in use in retail since the 1970s. We use them to choose the appropriate booth surface, and the number of people your team should count among other things. After shows we use them to make sure you did your work efficiently, or to assess if there was a problem and where it came from. And once the sales cycle is over, we use it to calculate your R.O.I. and the trade show’s profitability. We’ll teach you all that, don’t worry.

We can tell you yes, but that wouldn’t convince you, right? What we can tell you is to check with yourself: is it worth continuing to invest in trade shows like you do without training your teams? They are the ones doing the job, not your display, not your goodies, nor your costly coffee machine. Everything eventually comes down to choices. If you want to invest in your teams, yes, it is worth way more than the cost. But, if you are convinced that your money is better spent on booth design, displays and goodies, then nothing can stop you. But beware, if you think your booth will do the job for you, we will be happy to have you as our booth neighbor. This attitude will help us stand out even more next to you.

Yes, if you take the full package with our booth animators. To guarantee your results we’ll need a guarantee from you that you’ll put in place our methodology. Lies are no good for long term business, and we like to work long term. If we have been in business for 34 years, there must be a reason. Because we’re consumers of trainings, like you, we know there’s nothing worse than paying to learn nothing (it has happened to us, we were furious). So let’s have an arrangement to avoid you bad surprises. If after our first half-a-day you’ll tell us that you didn’t learn anything, or that you’re not satisfied, we’ll stop there and give you your money back. We are here to bring you value and help you progress, so if we’re not suited for that, we’d rather not engage in business with you. Same way, if we feel and know that we can’t do anything for you, we’ll let you know and won’t take you on as a customer. In business like in friendship, honesty is key.

Happy to hear we have trade show champions here. You’ll only need us if you believe you can do even better and that we can help you reach new levels of performance. How can you know if there is room for progress? If your SIR is above 20%, no need. If you ask yourself ‘what’s SIR?’, then we need to talk.

Rest assured, we won’t turn you into robots. We’ll make better men and women out of you – at least on trade shows – and this is not a matter of metrics. The metrics will help you motivate your teams and make things more interesting (like in poker when you actually put in money). Performance can’t be reached under constraint. To be in ‘the zone’ you have to take pleasure in what you do. Metrics are here to provide objective proof of your success.

It’s a very good thing that you know how to talk about your company, we’ll save up some time there. Now, pitching is about sending a message from person A to person B and this is NOT what trade shows are about. What you want is to build relationships between A and B. And a relationship is not one-way street like a pitch is. It’s a circle, not a straight line. Last but not least, have you heard of the expression being “pitchy”? It is a turn-off on trade shows, FYI .