Once those dollars are spent though, the incremental effort of the people on the floor make or break the true effectiveness of this marketing tactic. Last week, I spent two full days walking the floor in Orlando at the International Builder Show (NAHB). The investment that firms make in booth space, set up, and staffing, make these shows extremely expensive to participate in. ran into 5 firms that flushed 100% of their investment down the tubes through the following actions by their sales reps: 1. Sales rep openly mentions, “I would quit my job and work somewhere else if I could.”