The top three reasons for attending shows:
- We’ve always gone.
- It’s the top show in our market.
- It’s the best place for us to reach our customers.
Why you go to a show is paramount. You need to have a valid reason (or reasons) and set objectives (measureable ones) before you go.
We’ve always gone. Well, okay. Maybe this is valid, if you are conspicuous by your absence, you are a significant leader in your industry, you have seniority at the show. But always ask yourself: why are we going? Have we outgrown this show? Has this show outlived its worth to us and the industry?
It’s the top show in our market. Now we’re getting somewhere. This is the place to meet your customers, show off your latest products and services, get to be the big dog.
It’s the best place for us to reach our customers. By far, the best of these three reasons is this one. Trade show selling is all about face-to-face selling. It’s the place where marketing meets sales. Who you expect to encounter, how many new suspects or prospects or clients you expect to meet or talk to at a show all are important and the best place is at a show where you expect to meet them all.