Rationalizing poor trade show results
Bob Burg, Co-author of The Go-Giver, says that as human beings we can rationalize anything. He breaks the word "rationalize" down to "rational-lies." That's really what it is. We justify our actions by lying to ourselves.
In Seth Godin's blog The rational marketer (and the irrational customer), he says:
Let's say, for example, that you have a service that can deliver leads for five percent of what it costs to get them via a trade show. Why would any rational business, particularly one that says it wants qualified leads, spend that money on trade shows and not on you?
I mean, I mean, you can PROVE that your system works. You can guarantee it. You can provide testimonials and real-time evidence. And yet, the person you're calling on won't give you money and will spend it on the traditional system, which is a total waste.
Godin then said in his post, Change:
In down economies, the only thing that's going to change things is changing things. This is hard for a lot of marketers who are used to defending the status quo, but it's truly the best option.
My personal track record is that I increase my first time clients' qualified leads by 50% - 600%. I can prove it, and guarantee it. People should be lining up for trade show success. Why would you not? If you believe that I'm telling the truth (and I am), then what "rational-lie" are you going to use to avoid achieving trade show success?
Let's start with the assumption that most people go to trade shows to get qualified leads to turn into sales. Let's also assume that my service is reasonably priced. Here is a "rational-lie" that I hear, "We don't get the return from our trade show investment to justify hiring you." What does that mean? The only logical explanation is that your sales force cannot close sales. Therefore, no amount of increase in qualified leads really matters. Otherwise, please honestly share with me how an increase of 50% - 600% in qualified leads would not benefit you?
Maybe change is painful to you. That's reasonable to feel that way. What's not reasonable is rationalizing poor trade show results. Especially when you can have a guarantee put on your success. Stop fearing change - it is required for growth.
Help me serve my customers better by sharing your "rational-lies."