In order for us, as a trade show suppliers, to provide the best solution for our clients, we MUST know their business.
That is, will the exhibit we provide work with the goals the client has set for the show and their company? If we think we are just filling a space we are wrong. From what the exhibit looks like to how it flows to how the staff is trained (let's start with these three), if it doesn't reflect the company brand or how the product is sold or what the messages are that need to be conveyed, it won't work. Period. And we will have wasted our client's precious budget.
Sure, we'll sell them the first time. But when it doesn't work, they won't be back. Simple as that.
So, we need to do our homework and understand the whole of the problem. Maybe they don't need to even go to a particular show. We need to be real with the client and with ourselves.