Consider the reason this happens from an attendee's perspective: there are 300 exhibitors who are all trying to win their business. They feel that there's endless choices and it makes them reluctant to engage with any of the sellers. So in this situation, transparency was working against us, because it was transparent that we were just one potential option amongst 300 others. Contrast this with the first promotional workshop event I ran. There were 70 people who were 100% focussed on what we had to say. Those people looked around the room and saw one seller and 70 buyers. Transparency was on
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