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HOW TO SELL ANYTHING

Booth Toll

The quick story of how one company's hellish trade show experience ended with its largest sale ever.
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1996 Inc. 500 #251

Robert Cooney, Laser Storm

"In year two, our laser-tag business was struggling. Attending the amusement industry's trade show was our only hope. It was booked, but we got space outside the entrance. The first day, this 240-pound kid was in there playing. We heard this grunt and a crack. He had fallen through the booth, and it started falling apart. We spent until 2 a.m. rebuilding. By the next morning, the wind had lifted the booth and slammed it against the wall. I wrote the show off, but that day I met a guy who bought $400,000 worth of systems, our largest sale ever."




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