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Trade Show Displays | Invisible Audience at Shows

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Published on Apr 29, 2010

At http://www.shopforexhibits.com we try to get clients to focus their to which prospects could be in attendance this year and which ones might be good to call before you leave for the show; because you definitely don't want to waste this opportunity to visit with them face to face. Correct?
Everywhere you go, you'll find inside businesses and associations, individuals who are defined as "connectors" by Malcolm Gladwell in his book called "The Tipping Point". Connectors are a inquisitive group who thrive on social interaction, and can't help wanting to stop and talk to everyone they see, and know everything about everyone they get to know. This group of people will trade a large amount of information daily. It's in their DNA to get along with everyone and tell others what knowledge they've collected in exchange for receiving information back; and it doesn't make any difference that they've never met the person they've approached before.
The connector will always be the person who asks a lot of questions and generally knows what everyone's business is. As a group, it can be very valuable to know these type of people. What makes that so? For the simple reason that when they find something valuable, they don't hoard the information; they feel compelled to share it! They freely share it with everyone; especially people they think may benefit from it. Once you've made the acquaintance of a connector, a large number of people will soon be aware of who you are, especially if you're presumed to be knowledgeable and a leader in your chosen vocation. They pass along a wealth of information that most of the time is surprisingly accurate.
People who act as connectors in the marketplace, connect your company with people you need to reach, and they probably aren't competitors of yours. This person will be someone who doesn't compete with you and perhaps sells some type of add on product in your industry. A connector must have good listening skills because that's how they get and retain the great information that they collect; and they can spit it out again with the greatest of ease.
He will always take an interest in you and pass along observations to others if he's been impressed with your progress or products or new innovations you're bringing to the market; or perhaps brag about you because you've impressed him in some manner. Connectors will even share your success stories as though they were their own. In the process of sharing your success with others , he plants a seed in the minds of countless people who tell others. In retrospect, what has all this free advertising cost you?
Therefore, when you're preparing your booth for the next trade show, don't forget that the biggest prospect may never visit your booth at all. He may be an exhibitor just like you, manning the exhibit a few aisles away, but he has the ability to influence a tremendously greater number of people that you can simply because of his natural gift as a connector with other people. Talk to us further about your trade show prospects at http://www.shopforexhibits.com .

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