Wednesday, August 17, 2016

Complaining isn't a Strategy

When the world changes around you and when it changes against you—what used to be a tail wind is now a head wind—you have to lean into that and figure out what to do because complaining isn't a strategy.
Jeff Bezos

A new survey by Sydney-based The Exhibit Company shows 
91% of trade show exhibitors "struggle with leads." Respondents identified six component challenges:
  • Attracting visitors to their booths
  • Attracting the right ones
  • Engaging them
  • Qualifying them
  • Tracking them
  • Following up
While they grouse mightily, many exhibitors hold onto the very practices that assure failureMost:
  • Pick shows wrong for their products 
  • Set no objectives, or unmeasurable ones
  • Fail to promote their presence
  • Mount unwelcoming exhibits
  • Muddle their message
  • Assign booth duty to novice salespeople
  • Forget to turn the salespeople into a team
  • Turn off or simply ignore passers-by
  • Produce distracting stunts
  • Make giveaways a focal point
  • Annoy visitors with stupid questions
  • Neglect to ask strategic questions
  • Refuse to automate lead capture
  • Dump leads on salespeople after the event
  • Allow leads to go un-nurtured
Exhibitors who bungle their part are like the substance abuser. 

Each one of the bad habits is easy to kick, but the abuser's addicted to her self-pity.

Complaining isn't a strategy.
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