Trade Shows Are Valuable No Matter How Many Leads You Get

I’ve been busy travelling for the last two weeks: the RSA Conference in Singapore followed by the CIO Summit on the Gold Coast. I really enjoy attending events like this as they’re a fantastic opportunity for me to hone my pitching skills and test Ping’s messaging with prospects and existing customers. But it’s also a chance to pretend that I’m a prospect and review the other exhibitors’ messaging and pitches, whether or not they’re competitors. Of course, I never hide my name badge or pretend I’m not from Ping Identity when I talk to other vendors. It’s surprising how much some people will share with you without asking more about your company and your role before launching into their pitch.

For example, without too much (subtle) prompting, one service integrator detailed their unhappy experience with another IAM vendor, describing the vendor’s latest software upgrade as “lipstick on a pig”! Oh dear, can you guess who he might have been talking about? I’ll be using that quote in my customer presentations from now on!

Another exhibitor gave me a full demonstration of their Multi-Factor Authentication product. While the product was so-so, I was struck by how smooth and compelling the pitch was. So much so that I wanted to hire the guy on the spot! He started with an intriguing introduction that got my attention, focusing on some important business problems. Next, he clearly articulated the features of his solution in relation to those business problems, without relying on technical jargon or going too deep too soon. Then he easily rebutted my concerns and answered the questions I raised.

The only issue I had with his performance was that he let me leave his stand without suggesting a follow-up meeting. While he scanned my badge and gave me his business card, he didn’t offer to send further information or schedule another time to talk. At these events, taking scans or business cards isn’t enough — it’s always best to set an expectation of a follow-up straight away, while you have the prospect’s full attention and before they’re exposed to the mind-numbing overload of the rest of the show.

I pulled out his business card that night when I was going through the day’s contacts. Unfortunately for my hiring plans, he’s the CEO of his company! But I’m grateful I was able to experience his pitch and it’s something I’ll review with my pre-sales team as we hone our presentation skills.

Note: opinions in this post are personal and do not necessarily reflect those of my employer.