trade show expositions

a tip for selling to businesses & consumers

Many trade shows are often overlooked because most people search for trade shows that are directly related to what they do. Instead, ask yourself what types of companies and individuals will attend the trade show. What do they do, and what does it mean when they attend a trade show?

Most companies attend trade shows to find new customers. If you offer services to help companies find new customers, then attend trade show expositions (the free, “open to the public” part of the event). Pick up the trade show directory and gather business cards and literature. You can speak with the exhibitors, but never interfere with their primary reason for being there, which is to find new customers.

 Consider the individuals attending a tradeshow, either behind the booth for a company or walking the floor as an attendee. These individuals are consumers, and you know they have a certain interest in the show’s topic. Attend the show, network and gather business cards. Visit the event website or the event management company’s website, and you’ll likely find a list of past or planned exhibitors.
For example, attend a trade show for customer relationship management software and services, and you’ll see sales & marketing people both in attendance and exhibiting. These people likely have a sales and service force, because they have an interest in CRM software. A sales trainer would benefit simply by attending and learning about companies with large sales forces.

Trade shows are often listed in the Monday business section of local newspapers (and their websites) and on any one of the websites that lists trade show events.

You can get started at…

BusinessWire’s Trade Show News
http://www.tradeshownews.com

American Trade Show Directory
http://www.tradeshowbiz.com

TSNN: The Ultimate Trade Show Resource
http://www.tsnn.com

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