Trade shows are back!

Since COVID-19, trade shows have been on a downward trend. But that has changed! According to Statista, the number of trade shows B2B professionals exhibited in the U.S. in 2023 was at its highest since 2015, and things look even brighter for the future.

Many of our customers have stated they will exhibit at one or more trade shows this year. To that end, here are some statistics about trade shows you might find interesting.

• In the first 13 seconds of entering your booth, 77 percent of visitors subconsciously decide if they are interested.
• According to tradeshowlabs.com, nearly half (46%) of tradeshow attendees are in senior management positions.
• A mere 6% of exhibitors are confident in converting leads at a trade show effectively.
• On average, it takes approximately 3.5 sales calls to close a lead generated at a trade show.
• Converting a trade show lead is 38% less expensive than relying on sales calls alone.
• For those who put in the effort and follow up, 5% to 10% of trade show leads can convert.
• Among Fortune 500 companies, 14% reported a 5:1 return on investment (ROI) from their trade show exhibitions, meaning they earned $5 for every $1 spent.
• 52% of business leaders believe that trade shows and events provide the highest ROI compared to other marketing channels.
• Smaller companies can see a 4:1 return on investment (ROI) for their trade show expenditures.

These statistics are sourced from Tradeshow Labs, Design Shop, Jobs In Marketing, Display Wizard, Quick Tap Survey, Statista, and Lead Liaison.

So, how do we make the most of the next trade show?

Remember the three C's:

• Connect
• Communicate
• Close

Connect with people. Be proactive, meet people, and find out as quickly as possible why they are there and what they want. Don't wait for them to start a conversation.

Communicate with them. Be enthusiastic and curious. Ask open-ended questions to get them to share what they are thinking. Before the show, plan questions that will help you communicate effectively and that will also help your prospect tell you their story.

Close! Get their contact information and set a time on the calendar for a follow-up phone call, virtual call, or in-person meeting.

Check out our Tradeshow and Event Selling workshop if you need help preparing for your next show. We can also offer this workshop privately for your team, so contact us to help us maximize the profitability of your next trade show.

Click here for details on our workshops. For sales tips, subscribe to our podcast, Sales Blasphemy.