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Wednesday, September 9th, 2026
The $25,000 Trade Show Sales Mistake B2B Companies Keep Making

I've walked more trade show floors than I can count over 35+ years selling, and I still hear the same excuse every single time. "We'll figure out the follow up when we get back to the office." No, you won't.

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Blog posts.

Hoffman Hacks
Improve Demo Conversion: The One-on-One Secret
It's so easy for us to get swept into the idea of getting larger and larger attendance to our demos, but that's often a mistake because in large audiences, it's very hard to identify the champion or even the anti-champion. 
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Features
The BASHO Email: How to Get a Response from Anyone
Most cold emails fail before they’re opened. BASHO Email was built to fix that — by leading with something the prospect actually cares about, instead of something you want them to care about. Cold email has a reputation problem Reps send hundreds of them. Prospects delete most without reading. The few that get opened rarely ...
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