4 Reasons Not To Get A Booth At A Chamber Of Commerce Expo

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4 Reasons Not To Get A Booth At A Chamber Of Commerce Expo

Encourager-In-Chief: June 6th, 2018

How to measure your Expo return on investment.

New and inexperienced business owners are often desperate to get customers but don’t always know how to go about it. So what do they do? They copy what everybody else does. Frequently, they spend gobs of money they don’t have and tie it up by getting an expensive booth at a Chamber of Commerce Business Expo. There are several reasons why this may not be a good idea for you.

First, as I already indicated, it is expensive. You could be looking at several hundred to several thousand dollars for a booth without the guarantee of making one red cent.

Second, Expos have become an enormous waste of time. If your customers are millennials, you’re not going to find many of them at an Expo. They are probably on their phones ordering whatever they want from you. Most of the people who pass you by will not make eye contact with you for fear of getting sucked in. Unfortunately, most of them are only looking for chocolates and tchotchkes (free giveaways).

Third, you’re stuck in a booth for two days! If you really want to be stuck in a 6’ x 6’ cell, just don’t pay your taxes and go to prison. (At the least, they will feed you and cover your medical expenses!)

Fourth, unless you spend enough money to mortgage your house, you may not get a very good location. I’ve seen so many poor souls who get stuck at the end of a half-filled aisle in the back of the convention center, with no foot traffic, just sitting there saying to themselves, “what in the world was I thinking?”

So what is the alternative? Don’t get a booth. Attend the Expo as a guest. Here are some reasons why. First, it probably won’t cost you anything more than a business card. Second, you are free to come and go as you please. Third, I recommend you go in the afternoon of the last day. By then, booth vendors are so exhausted and desperate to talk to anyone and there are usually fewer crowds. Fourth, this is an ideal way to support your customers who may be stuck there. You can usually use this opportunity to talk with decision-makers who are rarely ever as accessible. They can give you much more of their time and attention.

As with any business investment, measure how much time and money it costs you and how much you’d make from that activity.

I have found it nearly impossible to walk briskly through an Expo for one hour and not come away with new business or new customers. One time, I went to an Expo and had about 30 minutes before teardown to glide through it. On my way in, I reconnected with a former co-worker who now had her own business. As a result of that meeting, she came to 29 seminars in one year and became one of my coaching clients. Now, that’s what I call a good Expo return on investment!

Money is more valuable than time. You can always get more money but can’t get more time.
- Brian Tracy

This excerpt is taken from my Survive and Thrive III: Increasing Cash Flow, Sales, and Profits seminar.

Survive And Thrive III: Increasing Cash Flow, Sales And Profits

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I also encourage you to register for my next Sales Academy to learn more great sales tips.

4 Reasons Not To Get A Booth At A Chamber Of Commerce Expo

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