Can you afford not to send your team to trade shows?

  • 2018-01-29 12:00
  • Marjolijn van Loon - Interclean
  • Blog English

Trade shows are amazing experiences for your people and your business. Here’s why taking your team to an event is well worth the expense and effort.

Why your business needs a little more romance
I have one tip for anyone wanting to know why they should send a team of people to trade shows and exhibitions: watch more romantic movies. This might seem like a strange piece of advice, but it could change the way you approach business.

You know the story; the protagonist goes along to an event (a dinner, a friend’s wedding etc.). They’re excited to be there just for the occasion itself, but then things get even better. During the event, they meet someone special who they enjoy a whirlwind romance with – and all because they opened themselves up to the possibility of experiencing a chance encounter that could change their lives.

A lot of romantic films are built on the serendipity of these chance encounters – and so are a lot of businesses. In fact, it sounds a lot like the kind of meetings that happen all the time at trade shows (albeit with less romance and more of a focus on ideas and solutions).

Take a chance on building a better business
You never know who you’re going to meet at a trade show. And that’s one of the main reasons they’re great venues for businesses to gather.

From an industry peer offering a new perspective to the supplier that can transform the way you deliver a product or service, you’re bound to meet someone at a trade show who can make a difference to your business.

However, if you don’t have a presence at the next big exhibition, you can guarantee one thing: you won’t meet any of them – and you won’t learn anything new.

A chance encounter is just that – something you have to take a chance on. But when it comes to trade shows, there are plenty of other positive outcomes you experience that make your attendance a sound investment.

Five reasons your team really should attend trade shows

  1. Stay on top of the latest industry trends
    With the majority of vendors and business leaders from your industry in attendance, a trade show is the quickest way to see the latest trends at a glance. From new products to innovative solutions, you’ll come away with valuable insight on how to stay ahead of your competition.
  2. Gain inspiration for the future
    Nine out of ten trade show attendees are there to discover new products . But that doesn’t mean you should expect to come away with some shiny new solution. One of the best things to bring back from a trade show is an idea of how the different vendors and their products can help your business grow and thrive.
  3. Network with industry peers
    This is where the chance meetings come into the mix. You could easily find yourself sharing a coffee with someone who has an interesting new angle on your industry and its challenges. Building a network of useful contacts is important, and visiting trade shows is a great way to do it.
  4. Carry out valuable competitor research
    To stay one step ahead of the competition, you have to know what they’re up to – and heading to a trade show is a simple way to do this. When else will you see practically every company in your niche talking openly about its hopes, challenges and plans for the future in the same building?
  5. Invest in developing your team
    Visiting a trade show is a vital opportunity to help your people develop their sales and networking skills. It gives them the chance to get out and build relationships with key industry figures, while the forums and sessions will give them a new perspective on their role – making them a more valuable team member.

Make the right call for your business
Another thought to factor into your decision is that your competitors will more than likely be at the show – and trying to realise the five benefits above. So, can you really afford to fall behind?

As I said, romantic fiction prefers to talk about the fate of chance encounters. But, with trade shows, the fate of your business is in your hands – you can make the right meetings happen as long as you’re in the room.

Get your team together, get out the office and discover the future of your business.

Discover why you should visit Interclean Amsterdam 2018, the largest cleaning and hygiene show in the world »

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