The scene I’ve seen most often in 25 years of building stands is not an empty stand.
It’s the Tuesday after the show. The sales rep opens the drawer, looks at the stack of business cards collected at the stand, and closes it again. First they need to catch up on backlogged emails, stalled quotes, deliveries.
That drawer reopens three weeks later, when contacts have already gone cold. Someone has already signed with a competitor who called the next day.
The company invested tens of thousands of euros to collect those contacts. Nobody calculates the cost of not calling them back.
At JMC we built a calculator that works it out in 60 seconds.