If you are attending trade shows, there is no doubt that one of your goals is to gather leads. However, often business ask the question, “Are trade show sales leads worth it?” This article explores this question and how trade show attendance can assist your company in various ways.
No doubt a great deal goes into answering the question, “Are trade show sales leads worth it.” The dynamic between a business and an existing and potential customer at a trade show is complex and can vary from industry to industry and business to business. Yet, there are some undeniable facts about the nature of business and the nature of trade shows that shouldn’t be ignored.
Are Trade Shows Worth the Time?
Considering the question, “Are trade show sales leads worth it?” really means answering the question as to whether or not trade shows are really worth your company’s time and resources. This is actually a surprisingly easy question to answer in that trade shows are all about maintaining a presence and profile within your given industry. Often companies look at the amount of money that they are spending on their trade show presence and wonder if they are capturing enough qualified leads to make it worthwhile.
The bottom line is that if you are not at a trade show and your competitors are, you potentially at a considerable competitive disadvantage. You can hope that your competitor is incompetent and will not capitalize on your conspicuous absence, but is that really a way to run your business? Clearly, allowing your competitor to take all the limelight at a trade show while you sit it out is a very risky proposition.
When you ask yourself, “Are trade show sales leads worth it?” don’t forget to ask the accompanying question, “Am I comfortable allowing my competitor to get all of those leads instead? In the long term, information is power, and you want to know the players are that are interested in your products, goods and services. In short, you want details about who is attending trade shows and what it is that they want.
Trade Shows are Not Just About Leads
It is safe to say that the primary goal of any trade show is for participants to find new customers or cultivate their relationships with existing customers. This goal should never been forgotten. However, savvy executives and businesses realize that trade shows are also invaluable for gaining knowledge about one’s respective industry and keeping tabs on competitors. There is a reason that some people observe trade shows with great intensity, and that is because they are in the process of learning.
Your trade show sales leads are worth it on several levels. Attending a trade show isn’t just about the leads you acquire. It is also about maintaining your industry profile, learning about new developments, keeping your competitors from taking all the leads for themselves and keeping tabs on what your competitors are up to as well.