With everyone facing budget cuts, does it still pay to go to major industry tradeshows?  I am returning from one of my industry’s biggest, and the answer is an emphatic “Yes”.

We were going to a major trade show that drew more than 4000 attendees in better years, and were concerned by reports that many friends and clients that attended in prior years were not going in 2009.  Attendance was down to 2000+, but our sales productivity was high, in spite of the reduced numbers.

Why?  The pattern was clear:  companies cut their delegations in half, sending only the key decision makers.  All of the junior staff that normally attended were left home, so we could focus on the right individuals more easily.  As a bonus, the weaker competitors were also gone.  We had our best show ever, hands down.

What were the lessons learned?

1. Prospects are will attend the best trade shows, but weaker ones are languishing.  Focus your efforts.
2. If your business generates revenues for your prospects, like ours, you will be very popular at shows.
3. Your prospects are sending only their most senior staff.  Send your best people.
4. Cut costs.  Our senior team shared rooms, and we kept our entertaining to a minimum.  Those tradeshow breakfast and lunches aren’t great, but they are free.  And you can network at the cocktail hour just as easily as you can in an expensive restaurant.
5. Frugal is the in thing.  Get rid of the corny trade show goodies, and focus on helping your prospects succeed in their business.  They will take you more seriously, and you will avoid offending with any signs of excess.

Trade shows are still a great sales asset, even in tough times.  Find the budget for the key ones in your industry, even if you have to cut back elsewhere. 

I’m off to Asia, so today’s post will be briefer than usual. Earlier today I came across an interesting post by the BBC (yes, that BBC), The Problem with PowerPoint.  Although they have a great global perspective and I listen to their Internet radio extensively, I don’t typically expect to see much coverage of our landscape. Their brief article provides some good advice for the PowerPoint junkies in our world, as well as any entrepreneurs pitching investors. It’s also a good complement to the other articles/videos on investor presentations we’ve had in earlier posts from David Rose and others.

The second article worth reading is from Mark Cuban (yes, and unfortunately that Mark Cuban). Although as a Lakers fan I don’t have a very favorable opinion of Mr. Cuban, this article provides a good example and analysis of a an email received from an entrepreneur that will eliminate any chances of getting funding and is very similar to the 4-6 emails received each week by the Pasadena Angels.