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For all the preparation, our results at I/ITSEC all came down to about 45 minutes. Learn more about trade show techniques for finding federal customers.
© artisticco - Fotolia.com
© artisticco – Fotolia.com

The Interservice/Industry Training, Simulation and Education Conference (I/ITSEC) is the world’s largest modeling, simulation and training conference.

TAPE exhibited again at this year’s event. It took a lot of work, but it was a fun and wonderful experience. I/ITSEC is always an interesting show and we got to see a lot of new stuff that’s going on.

Overall attendance was down, not unexpected given government travel restrictions and budgetary constraints. (The federal budget itself wasn’t approved until a couple of weeks after this event.)

It all came down to 45 minutes

For all the preparation, our results at I/ITSEC all came down to about 45 minutes, spent visiting with a very important person for the work we’re doing, and work we’re going after in the future. If we hadn’t been at the event, if we hadn’t been at the booth, that conversation would never have happened. Frankly, while not really “revenue-bearing,” it definitely made the whole exhibit and show worthwhile. It’s this kind of interaction that doesn’t really happen even in an office call – the atmosphere is much more relaxed and open to conversation.

We made other important contacts with different folks as well, and a lot of business-to-business connections.

To get the most benefit from a trade show booth, you always have to be sensitive to what is your goal. For us it was to meet a couple of VIPs in a more private setting, and we were able to do that. We invested a lot of money for those visits, but they could easily pay dividends down the road.

Trade shows are training grounds

One key thing we did at I/ITSEC, and then a week later at National Veterans Small Business Engagement, was to bring some new employees. They got to hear more experienced staff talk about what we’re trying to “sell” and to what audience, and who we think we are at our company.

It’s important for everyone in a trade show booth to hone that message, focus it, get it down on paper, and then deliver it. In a trade show environment, when somebody shows up at your booth you have no idea who they are, what they’re interested in, or even their specific function at their agency.

That means you not only have to have these core messages down, you must be able to adjust and adapt quickly them as you get into the conversation. Sometimes you have literally 20 seconds – a true elevator speech – so you just start talking and hope that you find something that clicks, because that person would just as soon move on and get someone else’s free samples.

Learn more about finding customers at trade shows.

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