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Many people who are running a one-man show business or even a small company feel that exposure to a salon is out of their league because of financial considerations, because the large companies have services large marketing budgets, since a fair stand is not affordable, because they simply do not have the vision on how to design a kiosk, transportation and how to mount, how to work a trade show, etc.

Except for budgetary considerations, in fact, the rental of space on the show floor, everything else is false. In this article I will show you why the shows are so important. I am writing this from my own experience, as someone who worked on the design of exhibition booths, the actual creation of the exhibition displays, the exhibition floors worked as an exhibitor and as a visitor.

Some of the reasons why it is important to participate and exhibit at trade shows, even if you’re just starting your business or operating a small business:

1. Get information on competition

As an entrepreneur running a small business, it is very difficult to obtain information on competition, which is how do you compare to your competitors, how can they do things, which makes them more successful than you or less successful than you. Do not forget to put some emphasis on the script less successful, too, because you also want a list of all the others make mistakes, so you can avoid them.

At a trade fair, the simplest possible that you have to do is gather the hands of competitive intelligence. There is really no more than on the hands, as you have competition at the tip of your finger. On the surface, they all seem to be very confident through their sales of land and marketing their flashiness gadgets, but they are in an extremely vulnerable position, because they give everything they have and are also concerned about their * competition, which believe it or not … you!

Enjoy this incredible position. The best thing to do is walk on the show from the beginning – that is before anyone else got to know all the exhibitors – and ask questions, ask lots of questions.

Here are some things you can get from a simple walk around the exhibition hall:

- A summary of four books in your market that you can read at leisure in the comfort of your couch more likely than a bag (literally) of the literature on suppliers and distributors in your very targeted and unique area, trade press.

- New market concepts.

- You can also put you on mailing lists, participate in market research and subscriptions to win a handful of newspapers.

- Over coffee mugs, mints promotion, candy, pens, business cards and laminated free golf balls you will need.

2. Learn more about this competition is thinking about your product or service

Again, it’s something to do at the beginning of a trade show and works better in big showrooms.

Introduce yourself as someone else interested in the product or service offered by you and your competitors. This is an ideal time for you to use your flirting techniques. Be creative, remember that you have nothing to lose, you’re in control and the ball is in your court.

Get a complete review of your product from the competitor. You can then ask what they think of your company, its products and services. Because they do not know who you really are, they will tell you what they really think. It is very instructive to hear what the competition really says about you to prospects, remember that you are acting as one of their prospects.

This research is competitive and that its grittiest of the show floor is the best place for that. Studies show that companies are more willing to open up and talk about competition at a lounge in any other environment (you could call, but you will not get the same effect).

At this point, if you’re still reading this, you’re probably wondering why, on behalf of any rational, I am talking about spying on your competition instead of obvious reasons why there are trade shows, this to promote a product or service? Well, analysts and trade show that the gurus of the competition inquiry is what these programs really are.

3. Meet your buyers

Show your product or service to people who are hyper-qualified buyers. Why? Well, because these are the people who have suffered the pain of attending the show and are really interested in your business. You also get to meet current and potential customers and obtain feedback and a real sense of how your product or service received, how it is really effective and what you can do to make better, more attractive and more useful for your customers.

4. Meet the Press

Meeting with people in your industry to the press. They have always participated in these events and you’ll probably never have a better chance to speak alone with the top editorial staff.

You also have an excellent opportunity to build relationships with distributors, with wholesalers, brokers and other members of your distribution channel.

5. Sell

You can also sell your product or service, there on the spot. Make sure you have everything you need to do in place.

Plan ahead and allow the possibility for serious business. Most people who come to your stand will tire kickers. They will take a handful of pistachios, check your promotional pens (or a USB memory drives in charge of marketing media – hint, hint), cherry pick your printed material and move on to the next cabin. But occasionally, you get a bag of life. Know how and where you go talk to that person to the length. Will it be a place at the rear of the cabin, a conference room near a table in the concession area, a subsequent meeting in response to your business? Folks, trust me on this point, a wishy washy “we will be happy for you” attitude will lose the sale. Be prepared, if you’re not ready to conclude the deal right there on site (although in this day and age of the continuing trend to move away from on the spot in order to writing on the trade show floor), they will leave.

6. Generate leads

It is in fact the meat of attending a trade show – and the creation of a mailing list. This could (and should) increase the potential return on major investment you make in attending the trade show. You just collect business cards, write the names on a piece of paper or use the most modern exhibition techniques such as scanning people’s tags, you must build your mailing list and in fact, followed immediately after the show is over, while your marketing effort is still fresh in people’s minds.

It does make a good second impression if you’ve followed quickly, if only a call or sending of documentation and information. Your processing requests for information will be potential customers, you show the value of their time and quality of customer service.