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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  July 17, 2014

Let’s Shake Things Up

Check out this big change in the tradeshow market.  Industry giant Americas Incentive Business Travel and Meetings Expo (AIBTM) is re-inventing their show but cutting their 1800 in attendance to an invitation-only 500.  Wow!

My favorite line from the exhibition director: “It’s not about taking the money of anyone who wants to pay.” Their strategy is focus on the exhibitors’ biggest ROI: the business relationship.

The big lesson thought leaders can take away here: like the trade show market, our buyers have many options and can’t afford to work with all of us. So instead of competing fire-with-fire, narrow the focus and then dominate that space. When you give buyers real choices, the best clients will choose you.

This is a great example of how to compare yourself to what others are doing and then….doing something different.  Let’s do more of that.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.