10 Sales Tips for Legal Vendors

I've spent years in sales, sales management, general management or CEO roles with a focus on law firms and corporate law departments.  I've also worked on the buyer side leading business development efforts for a global law firm.  Over the years I've made every sales mistake possible, and if I've missed any my team or my competition made up for it!   Now, as part of my consulting practice I advise law firms and legal vendors on how to improve their business development and sales efforts.  With this in mind, the ILTA 2009 conference team asked me to present a session for legal vendors on selling to law firms in a tough economy. I've written previously that some of us have been fortunate beneficiaries of high demand for what we offer, and as a result we have generated successful results, even if our sales efforts are not particularly effective. As I walk the exhibit hall at legal technology conferences and trade shows, I see as many examples of poor salesmanship as I see of excellent consultative selling. So as I considered what to present, it occurred to me that a tough economy is a good time to get back to basics. Below is a brief list of back-to-basics sales techniques that every legal vendor should review and embrace. Savvy readers will note that I have previously offered some of these suggestions here or on Twitter.

1. Have an elevator script. And practice it. Don’t assume recognition of our brand equals intimate knowledge of our offering. If we can’t succinctly articulate what we offer, imagine the challenge our prospective client will have when explaining our offering to his decision makers.

2. Define our value proposition by what benefits we offer and what problems we solve, not by how we compare to the competition.

3. Focus on benefits, not features. Features are what our product does. Benefits answer the question, “So what?”  Let's seek to know what benefits the prospective client will derive from our offering. Also let's seek to understand what it will cost her if she’s unable to meet this need.

4. Consultative selling involves asking questions so we can customize our offering to the prospect’s specific needs. We need to learn how to ask open-ended questions and actively listen to the responses. And let's not start and stop with the tired, “What keeps you up at night?” We can be more creative than that.  Plus, until we've developed rapport and credibility, the client won't trust us enough to share their deepest, darkest fears, uncertainties and doubts.

5. Don’t lead with discounts. Ever. The only message we send is that our offering is a commodity differentiated primarily by price. We can always offer a discount later. Too many vendors create our own price wars by focusing on price too early in the conversation.

6. Seek to understand the prospective client’s total cost of ownership. What other costs will he incur for implementation, retraining, configuration, etc.? What savings will he experience in reduced maintenance, faster throughput, less downtime? Let's position our product in context of the total cost, not as a stand-alone item.

7. If you promise to follow up, then follow up. Every salesperson promises to call, but few do. Seriously. Many of us use avoidance actions like sending emails, letters, and now Twitter DMs, but nothing replaces a live conversation with a prospect.

8. If you rearrange the letters in persistence, you get sincere pest. Persistence is a desirable trait, but let's not become annoying. Each prospect may require a different approach – some want a call back but are busy; some truly delegate decisions to subordinates; some really are avoiding us. Learn to tell the difference. Knowing when to walk away is not just good business sense, it’s also good for the ego. Yes, we may let one slip away, but generally speaking the opportunity cost of endlessly chasing everyone outweighs the benefits.

9. A sales manager known to be a “savior” is often more trouble than he’s worth. If you have to personally close every sale, then let's save money and get rid of the salespeople. Or let's get rid of the sales manager and find one who can train people how to properly sell. And there’s nothing worse for morale than a sales manager who swoops in at the last moment to seal the deal by including a discount that the salesperson isn’t authorized to offer. We don’t need a sales manager for this; someone less expensive in Accounting can perform this role.

10. Memorize this phrase: “I don’t know but I’ll find out.” This is a salesperson’s best friend. A salesperson who believes that she must invent an answer when she doesn’t know the answer merely perpetuates the myth that salespeople are ill-informed hucksters. We demonstrate credibility by promising to find the correct answer – and this also gives us a valid reason to follow up with the prospect.

I have countless additional sales tips to offer.  But I'd love to hear what works for you.  Feel free to post a comment below.  Happy selling!

Compassion and Change are not Opposing Principles

By now you may have learned that there was a shooting in Pittsburgh last night, and several people were killed and even more were injured.  The shooter was one of the dead.  He was a single, middle-aged IT professional at a large Pittsburgh law firm.  Despite the legal connection, that doesn't normally qualify as newsworthy for this space.  However, Above the Law discovered a troubling online diary by the shooter that detailed, long in advance, his intentions to take his life and to take others with him.  I spent a few moments reading the diary and it was tragic and sad.  I imagine it will be pulled offline at some point, but one doesn't have to read it all to realize this was one very troubled guy sorely in need of professional help. In the diary he discusses the several rounds of layoffs taking place at his law firm.  He appeared to understand the necessity of the first round, but with each subsequent round his temper flared as he was convinced he would unfairly lose his job.  Ironically, he survived all the layoffs and was even recently promoted.  But this didn't deter him from his course.

I've written at length in this space and elsewhere about the need for reform in the legal marketplace.  Whether it's large law firms' colossal inefficiency and feigned client focus, corporate law departments' tendency to complain without taking action, or the large divide between legal vendors' great products and their fumbling and sophomoric execution, there are plenty of teachable moments to choose from.  These issues existed long before the recent global economic downturn, but the challenges are now more acute and finally we're seeing organizations taking long overdue action.  However necessary it might be from a macroeconomic perspective to cull the ranks of underperformers, or outsource tasks or entire functions to lower-cost suppliers, or stop doing business altogether with poor suppliers, there is always a real cost to the man on the street.

Opinion polls may confirm that most Americans feel the automotive and health care systems are in need of an overhaul, and all of us would like to spend less for a doctor visit or a new car, but it has a whole different meaning when someone you know or care about loses his livelihood as a consequence.  In the legal marketplace, demand for legal services is undeniably down and so the logical reaction is to eliminate excess capacity.  This means idle lawyers and staff are let go, in the same way that gas guzzling SUV manufacturing plants were idled and workers sent home during the recent gas price crisis.  This makes sense from a business perspective.  But let's not lose sight of two important considerations:  there's a right way to let people go, if not for their sake then for the organization's reputation; and owners and managers whose incompetence or inattention contributed to poor performance shouldn't get a free pass while others suffer.  Some businesses have increased sensitivity to these optics, while others remain blind.

So without delving into the reasons why, for the purposes of this exercise let's stipulate that the correct course for a business is to lay off a handful of employees.  How should this be accomplished?

Look, I'm not a credentialed and certified human resources professional, whatever that might be.  I've worked with far more over-promoted buffoons in senior HR and personnel roles than those whose contributions demanded respect.  I've sat in board rooms with senior vice presidents leading the corporate HR function who couldn't articulate the company's value proposition, name more than 1 or 2 products, identify a competitor or tell the difference between NPV and NOC.  Yet because layoffs are messy affairs we turn to them to run the show.  Large law firms, who time and again hire middle managers from the corporate sector and give them senior titles and responsibilities, or promote valued employees from functions where they excel to functions they know nothing about, shouldn't be surprised when these duties tax their capabilities.

Years ago a fellow manager and the head of HR conspired to lay off one of my colleagues.  This 18-year veteran, whose primary failing was allying with the wrong political faction, and whose contributions included training all salespeople, including every top performer for the prior 10 years, was given 15 minutes to collect her personal items into a box, with building security hovering conspicuously in the open doorway, and then escorted to her car at midday in full view of the lunchtime crowd.  There was no particular reason to fire her on that day and at that hour, but due to an obvious lack of compassion and perhaps a bit of a mean streak, they chose a timetable and an approach guaranteed to obliterate any sense of dignity left in this loyal employee.  Some years later a new head of HR, smoother on the outside but just as inept, counseled managers to conduct the periodic terminations on their own, then hid in her office as they took place.  When it came time to fire one of her own direct reports, she flew in another subordinate to do the deed!

The point is that the supposed experts don't have a perfect formula.  I've had to terminate or layoff multiple people over the years, and I relied primarily on common sense.  My experience might be helpful.

When a layoff must be conducted, use a scalpel instead of a broom. Too often a layoff results in the loss of good people Productivity Bell Curvein one area while known incompetents in another area are unaffected.  Break through the artificial barriers we erect with org charts and identify the poor performers across the board, and let them go first.  This requires a certain business-first attitude that is sadly lacking in many managers, but in the long-run it's better for the business when every layoff shifts the productivity bell curve to the right rather than eliminate high performers due to some misguided sense of fairness.  (The concept of fairness is often misused by managers.)

Performance metrics should be standard across the business and should be compiled long before the layoff. I've been asked to participate in a charade where managers evaluate and rank layoff candidates who have been previously, and sometimes mysteriously, identified.  The task is ostensibly to pick the poor performers but the real intent is to have a paper trail showing proper due diligence, which presumably insulates the organization from charges of unfairness, discrimination or wrongful termination.  The problem is, the easily discoverable paper trail also shows that the managers only evaluated the likely candidates, not all employees.  A little selection bias perhaps?  Also, there is quite often disparity between an excellent performance review conducted some months prior and a sudden and undocumented downturn in productivity.  If the organization has a performance management system, use it!  Measure and track performance on a regular schedule, use a consistent methodology, and don't shy away from capturing tough comments when performance is sub-par.  Law firms are criticized for allowing powerful partners to protect their favorites, using vague performance measurement criteria if at all, but the fact is this behavior is prevalent in the corporate sector as well.  The best way to eliminate favoritism and truly identify poor performers is to implement and adhere to a standard evaluation process.  And use this as the basis for the layoff, not a new, isolated and suspect vetting process two weeks before the termination date.

Don't confuse poor financial performance with poor job performance. Let's be clear:  sometimes -- whether through our own missteps or due to market turmoil -- a reduction in the workforce must take place, even though those affected haven't been poor performers.  It's unprofessional and caustic to an organization's reputation to label financial victims as poor performers.  Call a spade a spade and move on.  There are few stakeholder groups -- clients, the press, alumni, recruits, etc. -- who will harshly judge the organization for declaring that "Demand in our core market sectors has declined to a point where we must reduce excess capacity and unfortunately let some of our valued employees go" rather than the obvious fabrication "While our competitors and clients are suffering we are doing quite well, thank you, but we coincidentally decided to use this time to terminate the many poor performers who have somehow escaped our notice previously."

Layoffs are costly, so expect to spend a few more dollars to do it right. In the long-run, the intention is to save the ongoing payroll and benefits costs of the departed employees, so offsetting that savings with outlandish severance packages isn't sensible.  But neither is conspiring to shave every cent off the severance package to save a few dollars.  I've had to negotiate with fellow managers and HR professionals over half-days of vacation, an extra month of pay for a long-time employee who had the misfortune to be laid off just before a pivotal anniversary date, and whether to pay a package at all when the departed employee was lucky enough to find a new job before all the paperwork was signed!  I'm well aware of the tired HR objection that on an individual basis doing the right thing seems cost-effective, but on an aggregate basis the costs become unwieldy.  But even a cursory read of the many books on viral marketing and customer service reveals that a happy workforce, happy alumni, happy clients, serve as multipliers to the firm's own marketing and sales efforts.  Imagine the low cost of sales when a valued former employee who left with her dignity intact ends up in a new role with influence or even decision authority over the purchase of her former employer's services or products.

It really all comes down to dignity. It's appalling the manner in which good people, otherwise unsullied by a vindictive nature, turn on their former colleagues when it's time to let them go.  I've let people go in person and on the phone, one-on-one and in a group setting, so there's no perfect approach.  Open, honest communication should acknowledge the potential trauma and disruption, while firmly guiding the employee to the inevitable conclusion.  There should be a script to ensure that the key points are covered, but it's okay to go off-script and address unforeseen questions.  However, there's a point at which compassion becomes drama.  I learned of a fellow manager who dissolved into tears as she terminated a long-time employee.  The terminated employee ended up consoling the manager who was too distraught to proceed.  In my view, the wrong person was shown the door that day.

Let's close by addressing directly the circumstances that our Pittsburgh shooter calls to mind, that a terminated employee will become violent.  This is a real dilemma.  Does the organization build all termination procedures around such an extraordinarily unlikely outcome, meaning that security guards are on hand, and terminated employees do a perp walk as they depart?  What impact do such measures have on the departing employees who don't deserve such treatment?  The risk of getting it wrong is potentially high, as evidenced by the occasional anecdote of a disgruntled employee becoming violent in the workplace.  But the earlier point about misguided fairness applies here as well:  conduct a risk assessment of the terminated employees and handle the exit discussions differently with some; everyone doesn't have to be treated in the exact same manner.

This discussion refers to making rational but compassionate choices when conducting the inevitable layoff.  I don't purport to provide legal advice on what approaches are more or less likely to generate an accusation of wrongful termination.  The underlying thesis is that organizations taking the high road, that find ways to marry sound business judgment with compassion for employees and clients, will generate better financial returns and maintain a positive image in the marketplace.

There are plenty of examples of organizations performing poorly in these situations.  If you are involved in planning for a layoff, tack a photo of your kindly grandfather, your beloved mother, and your free-spirited child on the bulletin board.  As you plan each action you're about to take,  consider how you'd explain yourself to them.  Better yet, consider how you'd feel if one of them called you to describe the manner in which they were laid off today.  There are pretty good odds that this conversation will take place at some point... though I can't predict whether you'll be the one making or receiving that call.

Calculating the Cost of Doing Nothing

In any business school finance class you learn capital allocation techniques, whereby you reduce competing projects to a single measure in order to more easily select the capital project with the highest potential to add value to the business. Examples of these measures include NPV (or Net Present Value) which reduces multi-year cash inflows and outflows to a single value in today's dollars; and RI (Residual Income) or EVA (or Economic Value Added) which both reflect the value created from a project after achieving a required rate of return; or the more simple ROI (or Return on Investment) which is the ratio of money gained relative to money invested for a given project.  Inherent in these calculations is the notion that there are alternatives for the investment of the firm's capital.  There is no such thing as a good or bad rate of return in isolation.  Only by comparison to alternative uses of the capital can a business deduce what investment returns the maximum long-term value. In each of these calculations assumptions must be made, particularly with regard to future cash flows.  When a law firm calculates that an hourly rate increase of 10% will lead to a 10% improvement in top line revenue, the partners have assumed that other factors will remain constant, such as demand for their legal services.  And in a price-insensitive (or inelastic) market, this is true.  In other words, when a client is faced with the proverbial "bet the company" litigation, price is far less important than quality in the selection of outside counsel.  Given constant demand, an upward adjustment in hourly fees will increase top line revenue.

Similarly, a prominent legal vendor with which I have some familiarity tends to treat annual price increases as a mechanism for printing money. In one product line it issued annual price increases at about three times the CPI for a very long time, with a continuing assumption that these increases would directly correlate to increased revenues.  As the business innovated to reduce internal costs, the marginal profit on the new revenues was significant, leading to a perpetual assumption that increasing prices will lead to significant increases in profits.

However, each has experienced steep revenue decline and customer attrition, to the consternation of the baffled leaders.  Can you spot the critical mistake made by both the law firm and the legal vendor? It's not rocket science. Obviously each overestimated the price sensitivity of the market. By assuming that buyers will continue to buy at the same pace even as the price increases, each made a fatal miscalculation. Each assumed that its product was of such high quality, was so unique and special, that buyers didn't want and wouldn't seek alternatives. Of course we now know this isn't true. BigLaw partners everywhere are getting a crash course in microeconomics. After a generation of near unlimited demand for legal services -- as close as one gets to the very definition of a mathematical constant -- clients are refusing to pay the high rates, realizing that a good portion of their legal needs are closer to commodity than "bet the company," and they're running, not walking, to find lower-cost alternatives.

The legal vendor is similarly challenged.  Whether it's a backlash to high prices, or the rise of alternatives and substitutes in the marketplace, buyers are pushing back, even canceling their purchases.  The vendor is caught in a vicious spiral.  By baking its perpetually flawed assumptions into its annual profit expectations, every cancellation or significant downward renegotiation creates a gap which it tries to make up by -- surprise! -- increasing prices to other customers or in other product lines.

But law firms and legal vendors aren't unique.  Every industry, even government, has its own flavor of flawed assumptions.  Pharmaceutical manufacturers lobby Congress for trade protection to prevent consumers from buying lower-cost prescription drugs from Canada.  The music industry laments the millions of dollars in lost CD revenue due to unauthorized music file sharing.  Government officials rail about lost tax revenues from individuals and corporations aggressively seeking tax havens.  In each example, buyers are doing nothing more than logically and legally seeking lower-cost alternatives.

Okay, I guess music file sharing is illegal, but the sentiment's the same.  None of us who used to pay $12.99 for a music cassette and who now pays $19.99 (or more!) for a music CD really believes that the cost to produce a CD is higher than than the cost to produce a cassette.  Some would say the music industry created its own demise by positioning CDs as a premium purchase and therefore limiting its potential buying audience, rather than lowering the price and dramatically increasing the addressable market, which is exactly what Apple did with iTunes.  (Personally, I believe music file sharing is a backlash against the typical music CD's inexplicably confounding security wrapper!)

In my years leading a business, my team and I developed the most precise forecasting methodologies and as a result year after year we achieved our revenue goals while others floundered.  Our approach was simple:  we always included a line to reflect expected losses due to rejection of our price increases, and we developed a sophisticated predictive index to identify which buyers were at risk.  Most organizations have a contingency for bad debt but this is reflected on the balance sheet and not at the product level.  We were required to increase our prices by corporate mandate, even though we demonstrated time and again that it impaired our brand equity, resulted in emotional total losses (buyers who would refuse to do business with us again in any product line) and unfairly assessed penalties on good customers who didn't complain (because when the bad customers left, who do you think had to pay an even higher price to make up the difference?).  The leaders were tone deaf, and today that product line has experienced monstrous losses which, in the usual manner of corporations, the present management blames on past mis-management.

Among the many questions law firm leaders and business leaders should be asking is whether or not they have properly considered their customers' alternatives.  Many BigLaw partners are astonished to learn that the pedigree of the firm truly doesn't justify fees that are substantially higher than smaller competitors in most cases.  This isn't a character flaw and their myopia is shared by many others.  However, those that do nothing now to address the change in circumstances should be held accountable.

You don't have to be an experienced economist or financial analyst to lead a large enterprise (though it helps to have some chops).  What you do need is a healthy understanding of the mathematical drivers of your success.  In your revenue calculations, use different assumptions for those products and services which you can charge at any rate and those for which buyers have numerous lower-cost alternatives.  Assume the services you believe to cater to a price-insensitive buyer to be shorter-lived than they used to be.  Look to grow your top line as much by offering an innovative new product or service  as by increasing your prices for your present offerings.  When marginal profit contributions from price increases are elusive, look to achieve your profit objectives by reducing internal costs through outsourcing or business process improvement programs.  But do something.

Seth Godin recently described the calculus of change:

"Do nothing is the choice of people who are afraid. Do nothing is what you do if too many people have to agree. Do nothing is what happens if one person with no upside has to accept downside responsibility for a change. What's in it for them to do anything? So they do nothing."

In the legal marketplace we have relied on assumptions that are no longer true.  We can roll up our sleeves and re-work the underlying math in our assumptions.  Or we can conduct a few layoffs, cancel the annual meeting, put a freeze on hiring and travel, and wait for the old assumptions to revive.  Or we can do nothing.  Your call.

Vendor Perspective of the LMA Annual Conference

Some years ago when I led a company that was a prominent vendor and sponsor to the legal marketing community, I would regularly take the LMA to task for its tone-deaf and heavy-handed approach to vendors.  They listened and today the association, and the legal marketing community, are far more receptive and embrace the involvement of legal vendors and suppliers.  Don't get me started on other legal associations which appear to regard vendors as evildoers whose role is to send money and logos in return for some token table scraps. So other than one comment, this post does not address the effectiveness of the LMA annual conference from the vendor perspective.  Rather, I will comment on vendor participation at the conference... what worked, and what didn't.

First, the one comment directed to LMA:  The hotel was a beautiful venue and well-suited for a business conference. However, the exhibit hall must be closer to the educational session rooms. No ifs, ands or buts about it.  Periodically a conference planning team will underestimate the importance of this single fact.  That's a mistake.  Since I'm confident every vendor made this point in their post-conference evaluations, I won't belabor it here.

I presented on the topic of managing legal directories, lists and rankings along with Nicole Carrubba of Captivate Legal Marketing.  Though we both have considerable expertise in this area, we spent some prep time on the phone interviewing directory publishers and consultants who specialize in this space.  The publishers, without exception, in some way incorporated the following three assumptions in their remarks: everyone hates us; the competitors stink; and our offering is defined by what the competitors are not.

There are certainly some legal marketers who don't like the very notion of directories, rankings and lists, believing them all to be part of some scam based on lawyer vanity.  But there are many who view these tools as standard components of a law firm's marketing mix, plus there is a constant influx of new marketers from outside the legal profession who have no pre-formed bias.  My recommendation, lose the chip on your shoulder.

In every business there are competitors.  There are often head-to-head fight-to-the-last-bullet battles between competitors.  And it's important to know the competition.  But my view has always mirrored legendary UCLA basketball coach John Wooden's (possibly apocryphal) view on  game preparation. He never reviewed film of his opponents, and instead focused his team on flawless execution of the basics.  In other words, it doesn't matter what the other guy is doing; all that matters is that we execute well.  In business, deliver what you promise, deliver what the client needs, and let the other guy worry about what you're doing.

In a similar fashion, find your own unique selling proposition.  Help the legal marketers answer the question, Why is your offering additive to my marketing mix?  It's not effective to use "We're better than the other guy because we don't do X or Y, we do Z."  This assumes I have superior knowledge of the other guy, which immediately diminishes your offering. What do you do well? Figure out how to say it.

Interestingly, as I walked the exhibit floor talking to multiple vendors, this theme reappeared several more times.  In one notable case, the president of a small technology company was barely able to articulate what his offering delivered. He hemmed and hawed waiting for the top sales guy to finish up with another prospect, and while he was waiting he described his product thusly:  "We're sort of a Product N light. We don't do all that they do, but then most people don't need all that anyway."  Product N, in case you hadn't guessed, is a leading product in the category.  My advice (well, beyond "Don't stand in the booth if you have nothing helpful to add") once again is to define your unique selling proposition in a few words.  Surely you must offer something that doesn't require me to know all about the competition first!

At one point I worked the exhibit hall during one of the educational sessions.  I suspect I'm not the only conference attendee who occasionally finds nothing of interest at the offered sessions, or perhaps just wants to talk to vendors without the crowd that amasses during breaks. However, the booths were mostly empty. Obviously I wasn't able to poke my head into every educational session, but since many vendors had exhibit-only passes, I surmised that they weren't attending a session and they weren't in the booth.  Where were they?  I can only hope that they were busy in a demo room or were holding some other private client discussions.  If they were at the hotel but not in the booth when prospects were there, that is a travesty.  Nevertheless, I enjoyed the 15-minute chair massage in the information vendor's booth while no one was around.

The opposite is also true.  In some booths the vendor representatives repelled visitors through one of two techniques:  either they stood in a semi-circle in the front of the booth facing in while talking amongst themselves, making an approach impossible; or they stood in a semi-circle facing outward, making an approach daunting as 4 or 5 sets of eyes stared at every passer-by.  Some sat quietly working on their laptops undoubtedly attending to important client matters while we walked by, glanced at the literature, possibly picked up a giveaway pen, and moved on, never making eye contact.  A few, of course, made visitors feel welcome.  I won't go into detail here how to make that happen because it's more amusing to point out what doesn't work -- and besides, helping vendors better reach clients is part of what I do for a living!

Actually, I will reveal the greatest secret to increasing your ROI at a conference, particularly a close-knit community like the legal marketers.  It's this:  Be part of the community.  It's that simple.  How?  Buy more than exhibit-only badges and spend more time with the clients and prospects, learning alongside them in educational sessions, spreading out and mingling with them at breakfast, lunches and cocktail receptions, and attending all the after-hours events.

My former sales teams knew, enjoyed and heartily participated in this credo of non-stop client interaction.  We reached a point where our conference booth was the least important place for us to interact with clients.  We didn't even post a schedule.  We knew that during the conference, from roughly 7 AM to midnight every day, we were with our clients -- our friends! -- participating and contributing alongside them. When the exhibit hall was open, we'd all be around, though we wouldn't congregate in the booth and scare visitors away.  And we most certainly, and enthusiastically, joined our clients after-hours.  And we didn't always pick up the tab either.  Because we were members, not vendors.

At one point at the LMA's "gala" event, amidst all the dancing and frivolity, I stepped outside to get some air and to drop in to a bar next door to the conference hotel to have a drink with an old colleague.  There, arrayed in a group of 15 or so, was one vendor team.  There wasn't a client in sight, for they were all enjoying themselves back at the conference hotel.  Just the vendors enjoying themselves, by themselves. This is poignant example of what to do as a vendor to the community, rather than as a member of the community.  I'll wager a tall, cold drink at the next conference that the ROI report delivered to this vendor's management team was that the conference was good, but not great.

Legal vendors: what sort of sales team preparation do you undertake before attending a major industry conference?  Does the team memorize clear and concise elevator scripts, unique selling propositions and positioning statements?  Do they know their responsibility at the conference is not equal to their assigned booth times?  Does management in attendance know what to say, or when to be quiet?  Do they know when to join clients, and when to take the team offsite for well-deserved R&R?  This isn't rocket science.  Good products, even great products, don't sell themselves.  It takes work and practice to move along the continuum from vendor to the client community to member of the client community.  Are you there yet?  What are you waiting for?