In the last episode, the talk track began with the value of trade shows and some thoughts on how not to sell hardware when working a show. Hardware is special because no matter how big or how small a device may be, it’s tangible. Attendees can see it and get a sense of how it might fit into their production environment. Selling software and selling print products bring a few other challenges.

Software is, well, soft. You could have the most spectacular software on the planet but showing it off at a show is difficult. You need signage to attract potential buyers and you need solid stories that build a bridge between needs customers have and how you provide solutions. Even the best demonstration is less engaging that team members who can tell your customer stories.

The best plan is to arm everyone who will work at the show with a set of stories, including a sprinkling of metrics. What are the five most important features of your software? You won’t have a lot of time to engage, so keep focused on your best assets and demonstrate your value quickly. If you aren’t sure how to craft the stories, work with a storyteller (we’re everywhere!) to help you turn your good customer stories into a TED Talk. Take the time to craft just a handful of stories and have the team practice.