Hello from Chicago's RSNA show! As the show goes on, several of the big brains of Foresight Imaging have been kind enough to agree to interviews for Diary of a Shameless Self-Promoter, so keep that iPod pointed at DSSP for some in-the-trenches trade show marketing tips.
Mark Mariotti, President and CEO of Foresight, shared a base marketing belief that really resontated with me: that selling is really all about relationships. He believes that human psychology is so important that it should be taught at business school, along with marketing and analytics. He says, "At the core, business is a relationship. You're selling to people with people for people."
What an excellent point. While it's important to go into a trade show with goals for numbers of leads you hope to garner and perhaps even a sales dollar amount's worth of revenue trackable to show leads, it's so important to remember that your prospects and clients are first and foremost... well, PEOPLE. They have concerns that need to be heard before you can make your sale. And they (we, since I'm a consumer as well) react best to people they know, like and trust. Even in a two-minute trade show in-booth interaction, focus on the fact that this is, as Bogey said, "... the beginning of a beautiful friendship," NOT the beginning of a beautiful sale.