If I hadn't seen it with my own eyes I might not have believed it.

In the exhibit halls at Oracle's OpenWorld 2008 the number of sales and marketing atrocities was staggering. An appalling amount of money was wasted.

Part I of this post tackles the sales problems. Part II takes on the sins committed by marketing.

On both Tuesday and Wednesday of the conference there were dedicated exhibit hall hours, a time during which no sessions were scheduled. That gave attendees an opportunity to visit the exhibitors without missing a session. For exhibitors, it is the rush hour of the day, the Golden Selling Time on the conference floor.

Here's what I observed during this Golden Selling Time:

• The Slump: Booth staff slumped over, focused intently on their handheld devices. No acknowledgement of passers-by. Some sat hunched in a chair, others stood back to the aisle. A widespread problem.
• The Texting Talker: One representative came to the edge of the booth to talk with me, then repeatedly checked his messages. "Don't worry, I'm still talking to you" he said as he started texting a reply. Don't worry - I'm outta here.
• Cell Phone Snobs: Also a widespread problem. No one stops to talk to someone who is clearly too busy to be bothered.
• Eaters: Even if you are the only representative from your company, you don't eat in the booth during the peak traffic time. If you have more than one person at the show, take turns and eat away from the booth - during a slow time.
• The Huddle: Groups of company representatives, huddled in conversation, paying no attention to passers-by, often with backs to the aisle.
• The Glazed Gaze: Too bored, disinterested, or hung-over to put on a game face.
• The Clearly Uncomfortable: Some people are just not suited for booth duty. Even if you have a technical product, selling to a technical audience, your programmers may not be the best representatives on the trade-show floor.

Keep in mind, these are behaviors I observed during the peak-traffic times. And I couldn't make this stuff up.

On the other hand, some companies got it right. Interestingly, the market leaders had buttoned up, professional operations.

Here is how you do it right: Staff the booth with energetic, enthusiastic representatives who understand their mission at the show - to identify new prospects and bring home leads. They are engaging to passers-by, while able to qualify prospects from lookers.

I know trade shows are challenging. I've done my share, including the one-person stints where you have to take on all the responsibilities alone. And I've done the big shows, like working five, eight-hour shifts at Fall Comdex, back in the day. So I know what it's really like out there.

I also know the cost, the potential upside, and the downside loss when the staff does not engage properly.

To recap, here are rules for the road:

• Staff the booth properly.
• Set specific expectations for behaviors and communicate those expectations.
• To run a crisp, market-leader show, be firm about:

  - No eating in the booth
  - No cell phones in the booth
  - No texting in the booth
  - No sitting in the booth (really, it makes a difference)
  - No cocktail flu: You can party and play without looking like warmed-over death the next day.

If you get too much push back from anyone, I'd question sending that person to the show.


CEO Growth Advisor works with leaders of technology companies who want aggressive alternatives to achieve higher growth and value. Elizabeth Cook, founder and CEO, is an author, speaker, and high-growth technology sales and marketing veteran. For more information, visit www.CEOGrow.com .