When Others Shrink You Go Big

I am at the ASTD Conference this year for the first time. I wanted to see what it was like and how people interacted, what sessions they attend and what booths they visit. What I saw so far in many ways surprised me.

Two things surprised me:
1) Out of over 300 exhibitors only 4 are doing interactive talk sessions with chairs for audience.
2) In almost 80% of the booths the giveaways are pens, paper, highlighters, mints or candy.

Now I am sure they are all reacting to the economy so they may be going to stripped down versions for their booths thinking, "well at least I am still one of the people in the game, getting a booth."

Here are the errors in that thinking:
It is not enough to just show up today. Now is the time to differentiate and dominate in business. People who invested to attend this convention need a WOW in their life so give them one.

Unique gifts that get people talking about you and create excitement are critical right now. Things like waterproof cellphone holders that clip on your belt are worthwhile. Be the one that everyone says, "get to their booth right away because they may run out."

Lesson to you: Make what your company gives away equal to the value of your product or service. So in other words, if you are a high end product company have a high end give away.

Be interactive. Now is not the time to stand behind a booth and wait for people to come to you. Now is the time to excite, energize, and explore with people on how to make their life better. So it is not enough to just "show up." Now is the time to smash your market open.

Lesson to you: when all others pull back you push ahead.

A study was done that found that companies that INCREASED their advertising during our last recession achieved a 256% growth over the last 10 years. They also found that all companies that cut their advertising budgets during lean times came struggled through the recession and most lost tremendous market share or disappeared altogether.

So now is your time to be aggressive. Reinvest in being the best and dominating your market. Because as I can see at this convention, most companies are pulling back to "just enough" when your clients want the "WOW."

Anne Warfield
Sales Excavation Skills