For trading companies, exhibiting at trade shows, existing there is highly profitable in any case. So you can find millions of content that tell about the benefits of attending or exhibiting at trade shows and they all tell the truth. However, there’re also some situations that you may make a loss if you exhibit at a trade show. Let’s take a closer look at these negative situations.
You don’t have a specific goal
Never take a step out before identifying your goal. You already know that this is the first rule that you should keep in mind in every phase of your life. And when it comes to exhibiting at a trade show as a trading company, you know that you can’t take that risk to spend all your money for nothing, can you? So set your goal, be sure of it and then secure your booth at the next relevant show!
You don’t have a trained staff
If you and your staff are inexperienced in exhibiting at trade shows, don’t think you will be home and dry. Exhibiting at a trade show is a business in itself and you need to be a veteran both in trade and in this business to make the most of it. Far from being a veteran? Why don’t you consider undergoing a training program together with your staff, if it’s much more profitable?
You are not sure of your booth
Your booth should reflect your company’s brand (like your office should) and be in accordance with your exhibition goals. “Any” booth won’t work. You booth should be designed smartly and serve its purpose perfectly. If you have a confused mind in this point, you should refer to Cady May’s highly informative blog post 4 Ways to Incorporate Your Business into Your Booth Display.
You didn’t do a pre study for networking
One of the most important reasons to exhibit at trade shows (or maybe the first one) is networking. So you need to focus on this subject more carefully. You can’t just let it flow. A deliberate pre study, like making a comprehensive research about the exhibitors or the attendees of the show, should be carried on before your exhibition process. Who you want to network with and why you should network with them should be carefully analyzed.
You don’t spare enough budget for the show
Let’s accept that exhibiting at a trade show may require a big budget. Even so, don’t get disappointed if your company is not that “big”. However, make sure you spend as much money as you can (of course in a rational way) because you’ll see that it is worth every penny. But remember that; being reasonable will make you shine, not burning your money. So always stick to a wise budget plan and multiply your money.
You know nothing about attracting customers
You’re finally there. You rented your space, designed an attractive booth, trained all your staff and you’re waiting for your potential customers. What will make them stop by your booth, do you believe? Apparently, your charming, flashy booth may not be enough. There are many different ways to attract customers such as being on their side or using technology. To learn about more ways to attract people to your booth, you can take a look at Innovative Ways To Attract Visitors To Your Exhibition Stand.
You know nothing about managing your leads
Lead management is another subject that you should also pay some special attention. Because actually the benefits of exhibiting at a trade show are understood better after the show finishes. If you can manage your leads successfully and turn them into sales, then your exhibiting can be considered as a success. If not, we can talk about the amount of money that is wasted.
You think participating one event is enough
Exhibiting at a trade show is good but exhibiting at different trade shows (especially international ones) are always better because you can meet different types of customers from other parts of the world and multiply your sales! Besides, the familiarity (and of course the trustworthiness) of your company will be increased.
You don’t know which show to attend
Finding the trade show that will fit your audience perfectly is challenging but not that difficult. Again, identifying your aim should be your first step and then comes a comprehensive research! If you want to pick the most perfect trade show for your company’s business and your targets, reading also this post of us about choosing the ideal trade show for your business may be helpful.