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Visa

Business Visa - B1

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B1/B2 Visa Application
Today once again B1/B2 visa application was rejected for my closed one.
last year he applied and faced rejection. this year again he applied and got rejected. he was planning to attend a conference by a well known IT Product company. the consular did not look for the papers, just asked following question:

Which company are you working for?
why are you going?
have you ever been to USA?

then just rejected. Upon asking why he has rejected, he simply said you should have applied for a different category of visa.

He is not the only one being sent to attend the conference. His other colleagues are well going. Last year as well, visa for his colleague in the same visa category was approved for the same purpose.

Any body has any insight to share what is wrong in our case?
Do they go for frequent travellers only?
Should we also plan to travel to another country on our personal expense to earn repo in the eyes of consular that he is a frequent traveller?
Which countries should matter in context of successful US Visa stamping?
Seems no logic to us.
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