The Facts on Wholesale Trade Shows by Rueben Marley
Wholesale Trade Shows can Improve the Current Business Position of any Wholesaler! Take a look at our TopTen points to consider that can help you to determine if a trade show is right for you:
* Find access to a large number of buyers at one time, and in one space. We all know how precious those minutes and seconds are, when attempting to capture your target market's attention. Trade shows are a hotbed of activity, and if they're handled with the right level of enthusiasm, energy, and organization... they can provide immediate results.
* Learn about markets, products, trends, and product competition firsthand. What better way to see what everyone else in your industry is doing, than to watch them strut their stuff on the convention center floor? If you had any doubts about what your competitor is capable of delivering, this is the chance to experience it for yourself.
* Receive instant feedback on your product, pricing, or both. There's a certain level of honesty that can be found in a customer who has been slightly overwhelmed by the sensory assault of a busy trade show, and if you can provide a moment of pause for them, you might be privy to some highly valuable feedback on everything from your booth's appearance to the general impression of your product, and how it measures up against the competition.
* Identify new market opportunities. Doing your homework during the show can lead you to a goldmine of ideas, strategies, and inspiration to explore other opportunities you might not have paid much attention to in the past. Trade shows can serve as a real barometer for the trade environment in your industry, and with this information you will be able to make some educated guesses about the future.
* See and experience booth display techniques, by observing the others. There is an art and science to the act of putting yourself in front of an audience in a setting that instantly gives observers a chance to assess your viability in a few seconds. Watching for the successful show-stoppers of the exhibition will provide you with market research that is hard to put a price on.
* Gain knowledge and confidence when dealing within the international markets. Nothing replaces practical experience in this area, and in some countries, you will feel more detached and insecure than you could have imagined, and that's okay... since we all have to go through it at some point, when building up our foreign lines of trade. There's no better time than the present to hit the ground running, and start learning what you need to know about how business is done in other parts of the world.
* Train your staff in ways that are nearly impossible without trade shows. Trial by fire, anyone? You need salespeople who are able to blend in seamlessly within any environment, and the best proving ground for your staff to get their rapid-fire presentation skills perfected is to put them in the middle of the action. Trade shows are not known for being a relaxing and casual affair, and your team will develop skills and abilities that far surpass anything they could learn from a textbook.
* Build brand recognition instantly. All eyes are upon you at the trade show, and if you launch a new brand, or want to revisit and perhaps reinvent an old one... this could be a great time to get more instant feedback on your project, and its impression on exhibition attendees.
* Take a fixed cost, and maximize its benefit. Allocating funds for your annual, quarterly, or seasonal shows can help keep your books in order. In addition, part of the payback on expenses that come along with exhibiting, travel, and client entertainment are various opportunities to refine and analyze ROI.
* Create an environment of trust, rapport, and appreciation with your customers. This is perhaps the most important point. You are bringing yourself directly to the customer, and this is your chance to meet most of the new ones face-to-face for the first time. Being the best at promoting a philosophy of great service, support, and quality goods is worth it.
* Find access to a large number of buyers at one time, and in one space. We all know how precious those minutes and seconds are, when attempting to capture your target market's attention. Trade shows are a hotbed of activity, and if they're handled with the right level of enthusiasm, energy, and organization... they can provide immediate results.
* Learn about markets, products, trends, and product competition firsthand. What better way to see what everyone else in your industry is doing, than to watch them strut their stuff on the convention center floor? If you had any doubts about what your competitor is capable of delivering, this is the chance to experience it for yourself.
* Receive instant feedback on your product, pricing, or both. There's a certain level of honesty that can be found in a customer who has been slightly overwhelmed by the sensory assault of a busy trade show, and if you can provide a moment of pause for them, you might be privy to some highly valuable feedback on everything from your booth's appearance to the general impression of your product, and how it measures up against the competition.
* Identify new market opportunities. Doing your homework during the show can lead you to a goldmine of ideas, strategies, and inspiration to explore other opportunities you might not have paid much attention to in the past. Trade shows can serve as a real barometer for the trade environment in your industry, and with this information you will be able to make some educated guesses about the future.
* See and experience booth display techniques, by observing the others. There is an art and science to the act of putting yourself in front of an audience in a setting that instantly gives observers a chance to assess your viability in a few seconds. Watching for the successful show-stoppers of the exhibition will provide you with market research that is hard to put a price on.
* Gain knowledge and confidence when dealing within the international markets. Nothing replaces practical experience in this area, and in some countries, you will feel more detached and insecure than you could have imagined, and that's okay... since we all have to go through it at some point, when building up our foreign lines of trade. There's no better time than the present to hit the ground running, and start learning what you need to know about how business is done in other parts of the world.
* Train your staff in ways that are nearly impossible without trade shows. Trial by fire, anyone? You need salespeople who are able to blend in seamlessly within any environment, and the best proving ground for your staff to get their rapid-fire presentation skills perfected is to put them in the middle of the action. Trade shows are not known for being a relaxing and casual affair, and your team will develop skills and abilities that far surpass anything they could learn from a textbook.
* Build brand recognition instantly. All eyes are upon you at the trade show, and if you launch a new brand, or want to revisit and perhaps reinvent an old one... this could be a great time to get more instant feedback on your project, and its impression on exhibition attendees.
* Take a fixed cost, and maximize its benefit. Allocating funds for your annual, quarterly, or seasonal shows can help keep your books in order. In addition, part of the payback on expenses that come along with exhibiting, travel, and client entertainment are various opportunities to refine and analyze ROI.
* Create an environment of trust, rapport, and appreciation with your customers. This is perhaps the most important point. You are bringing yourself directly to the customer, and this is your chance to meet most of the new ones face-to-face for the first time. Being the best at promoting a philosophy of great service, support, and quality goods is worth it.
posted by Abd ur Rehman
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