Reasons to exhibit your business in a trade show.


If your business is attracting new customers from advertising and word of mouth, it can be tempting to write trade shows off as something you don’t need to do to attract new customers.

While trade shows are far from easy, they can be one of the most rewarding forms of marketing when approached with the right strategy, says Zachary Bader.

So before you write off trade shows as secondary to your current marketing tactics, it pays to learn about their benefits. Each immensely relevant to your sales-driven business, these ten reasons explain why trade shows should be on your radar.

Meet and connect with prospective customers

One of the most significant advantages of exhibiting at a trade show is that it allows you to meet and connect with prospective customers instead of communicating with them over the phone. You’re just another voice on the phone – in person, you become someone they know, recognize, and want to connect with.

Although some prospective customers will buy your product or service on the trade show floor, many won’t. However, those who don’t commit to a deal in person will become far more responsive to your sales efforts once they know you as a genuine individual instead of just another salesperson.

Strengthen your bond with existing customers

Just like trade shows allow you to better connect with prospective customers, exhibiting at a trade show also allows you to meet existing customers face-to-face. While most of today’s business is conducted over the email inbox or phone, face-to-face meetings are undeniably a fantastic way to do business.

Technology has made it easy to write off face-to-face meetings, but the data doesn’t lie: face-to-face meetings at trade shows are excellent for your business’ relationship with its customers, says Zachary Bader.

Meet new companies that can help your business

Whether you’re attending a vertical or horizontal trade show, you’ll have the chance to interact with both prospective customers and prospective vendors. This makes a trade show more than just an opportunity to expand your distribution, but a chance to expand your supply chain.

While your sales and marketing team is focused on connecting with prospects to make new sales, your Purchasing Manager can connect with new vendors and contractors that can help your business grow. This makes a trade show a two-sided opportunity for your business to expand its sales and expand its supply chain.

Exhibiting offers your unique business benefits that no other form of marketing can match. Benefits that can transform your business into a leading company in your industry, says Zachary Bader.

If you’re thinking of exhibiting your business, this list has helped you see the opportunities to be gained from this unique form of marketing.