Not allocating sufficient time for the people you invite to your trade show is a major problem with many exhibiting companies. If you were to contact a president of a company for an appointment it may be 3 to 4 weeks before he or she can see you. If you invite that person to stop by your booth at a trade show it may take that person 3 to 4 weeks before he or she can make that type of commitment. If it is a trade show, out of state, it may take 4 to 6 weeks for that person to make a commitment.
Yet, today companies contact key people in a company and invite them to a trade show that opens in a week, to stop by their booth. How many key executives do you think will show up under these conditions? What impression do you give to a company, especially to a key executive, that you are trying to impression with your products or capabilities?
By not planning your contacting of key personnel in a timely fashion you give a poor impression to the individuals you are contacting, and in turn your company gets a bad rap as well.
If a trade show does anything it is suppose to expand your sphere of influence? Think about it, if this is a national trade show that is usually 3 to 4 days long with seminars and well known industry personnel as key speakers.
People from all over the United States, if not the world, attend major trade shows. Your company’s has the opportunity to make new contacts, establish new relationships and put your organization in the position to expand your business.
Company’s that you have already done, or are doing business with, want to see you expand and grow. They look forward to you increasing your sphere of influence. Although they are happy for you, what they really like is the fact that as they look as you are growing and expending you will be around for a few more years so that gives them comfort, as well as looking forward to new products and perhaps better pricing because more people are investing in your products.