Guest post by Tifany Scifo.
Trade shows are a great place to generate new B2B leads and reinforce existing relationships—and the bigger the show, the greater the opportunity.
However, even though the convention center is rife with opportunity, it’s equally overflowing with your direct competitors. With so many products and services on display, each more enticing than the last, how can you possibly hope to get a leg up?
First, understand what factors motivate buyers.
Unfortunately, in spite of the sales-conducive environment of a trade show, sales are by no means a guarantee (imagine if they were!). Since there’s no crystal ball capable of divining a buyer’s mind, the only thing left to do is to take a step back and try to understand that which drives the buying decision in the people you’re selling to.
Trade show buyers tend to come prepared.
Unlike the typical retail buyer, B2B customers typically spend a significant amount of time researching the products or services they’re most interested in even before they arrive at the trade show. This means that the person approaching your trade show display probably has a pretty good top-level understanding of how your product works and potentially how it could aid them in their business.
