If you use trade shows to build sales, my colleagues and I salute you.
Exhibiting involves effort and expense, but the results gained can be transformational.
And by results, I mean sales signed and new clients acquired.
That’s not to decry the associated benefits that come from achieving sales.
Audience feedback, profile raising and other similar secondary benefits are definitely worth having.
But they don’t bring in cash in the short or medium term.
Trade shows work because they offer exhibitors predictability.
You know months in advance where buyers will gather.
All exhibitors are on an even playing field at that point.
Jumping off on a tangent,
If you’re a football or rugby fan who attends live games, you’ll understand the feeling you have in the hour or so before kick-off.
You’re excited. There’s anticipation among your fellow fans.
That happens even when your team has been on a losing run.
Before the game, you feel things could be about to turn around.
That “this” could be the moment.
Sadly, that feeling may evaporate soon after the game starts, but it was good while it lasted.
Unlike the football/rugby scenario, where you can’t affect what happens on the pitch,
Before a trade show opens, you can do things to weigh conditions in your favour.
You’ll find many of them within our two training courses.
If that doesn’t suit, we can work with you to ensure that more of the people you want to do business with become clients.
If we don’t think we can improve things, we’ll say so (if ain’t broke, we won’t try to fix it).
To see if we could help your sales grow, reply to this email.
We can book a call to discuss things further.
Very best,