One fellow who manages a company that is an exhibitor (roof underlinings and flashing) said he comes to make sure his underlings put on a good display. But equally important is his mission of checking out the competition.

“I’m not looking to steal their trade secrets,” says Bob, who asked that I not use his name or mention his company (I don’t think he was kidding). “I want to see how they present themselves: how they interact with potential customers, what image they are trying to project.”

And of course, Bob does check out what they are selling. But he adds that if you think you’re going to uncover secrets from a booth at a huge trade show, you’re way too late.

Another gentleman was there to do some cross-department mixing. This rep from a building supply company says he always deals with his clients’ purchasing people. But at IBS, he seeks out the marketing reps of those clients. He had a productive lunch with one marketing manager Wednesday. Such connections—and the different perspective of his client company—helps keep him a step ahead.

And then I spoke to a guy who rattled off an extensive list of friends and family members who made the trek to Orlando for the purpose of entertainment, golf, and a side-trip to the beaches of Daytona. He came to IBS early and was leaving late, going to meetings and networking throughout the week. Doing business in a pleasurable way. He was not missing the Wisconsin winter and looked relaxed in his floral-print shirt, shorts, and sandals.