MAKE 'EM THIRSTY I once heard a sales trainer put a useful twist on the old saw, “You can lead a horse to water, but you can’t make it drink.” “It’s not your job to make the horse drink,” he said. “Your job is to make the horse thirsty!” I’m reminded of that comment every time I attend a jewelry trade show. Too many exhibitors fail to make buyers thirsty for their products. They unpack a rumpled old banner, hang it over draped pipes, shove a bunch of worn sample trays into a showcase and then expect retailers to line up with orders. What a contrast to the Vision Expo I recently attended at the Javits Center in New York. Eyewear retailers and manufacturers of frames and sophisticated equipment for eye specialists had booths and product presentations that were creative and inviting. Even industrial equipment, for lens-grinding and the like, was presented attractively

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