What’s the Difference between a Shopping Mall and a Trade Show?

The customer service is often better at the mall.

To be fair that’s not always true. But, what is true is that most retailers devote far more energy to training their employees in customer service and sales skills than most companies devote to training their employees on how to behave in their exhibit. We take for granted that everyone knows how to act like a professional at a trade show. We assume they possess polished sales skills. And, by and large, that “should” be true and here is why. Full Article.