Saluting the other boys and gals in blue

Image by Pixel_perfect from Pixabay

For many years IBM was a world-leading computer company. 

More accurately, IBM was a world-leading computerisation business. 

They sold computer hardware (tons of it) to improve business processes.

Ye olde IBM was really a solutions provider.

They solved problems and improved accounting, payroll, word-processing and data storage processes. 

“IBM people” were seen as trusted advisors by their clients. 

You knew them by their trademark blue suits with white shirts. 

IBM’s market positioning was so strong in the 70s and 80s that a quote (never attributed to IBM) became well known in tech circles. 

It stated,  “Nobody ever got fired for buying IBM.”

That way of thinking, making IT decisions based on fear of losing a job, kept IBM at the top of the tree, at the expense of other suppliers for many years. 

That’s not to say that IBM products and services weren’t good (they were).  

But it did mean that computing-related costs stayed high until the recognition that software, not hardware, was the most valuable commodity.

Power then switched into the hands of users.  

Why am I mentioning this? 

Because we come across a  “better the Devil you know” way of thinking when talking to some (not all) prospective clients. 

Our designs are enthusiastically received, often cited as “so much better than our last stand.”  

The quote meets the brief too. 

However, when we don’t get these jobs, the reason given is “we’ve decided to stay with our current supplier.” 

We know that validating prices is sensible, and we don’t lose sleep over those losses. 

What’s galling is when we know that fear of change (IBM syndrome) is driving a decision.

A stand at a trade show should help you attract and talk to more people of the people you want to be doing business with. 

If you’ve doubts about how well your current display works, we should have a conversation. 

Although we don’t usually wear blue suits, we can advise and devise ways to make your trade show stand more effective. 

This link shows some of the most recent stands we’ve delivered. 

As you’ll see, there’s a variety in designs and sizes, and this batch of beauties also includes an outdoor display for a recent festival. 

To start a conversation about your next stand, email [email protected] or call 01702 662 111.