Beware the trade show guy offering beer

Before you man your company’s booth at the big industry shin-dig, you might have a shot of paranoia to go with your company’s Koolaid…

I’m in D.C. today meeting with the other charter members of the International Business Development Council. One of my fellow leaders is Ken Garrison, CEO of the Society of Competitive Intelligence Professionals (SCIP). The first thing Ken hands me when we meet is SCIP’s fascinating book, “Conference And Trade Show Intelligence” which essentially maps out how you, yes YOU! can outflank your rivals by chatting up trade show booth monkeys and getting them to blab.

Trade shows are tremendous sources of information. You can learn about new products, customer feedback, competitor strategy and all sorts of juicy info. SCIP recommends planning and strategizing information gathering, right down to pre-show recon and wearing clothes that “blend in.” The younger and more enthusiastic your target’s booth attendant, the better.

Among tips for successful intelligence sourcing? Feign boredom, don’t drink, dress down and just be plain so people don’t take notice of you… Sounds like most of the conferences I’ve been to!