Trade Shows: Business Opportunity or Excuse to Go To Vegas

Small business retailers can still definitely benefit from attending trade shows. It seems like everyone is doing everything online but that face to face interaction – from the expert B2B speakers to the wholesalers taking orders at the booths – can really help you grow your business.

First off, go to your local online tradeshow directory to see what shows are coming up. A good directory will have links to the trade show web pages. Find the ones that deal with your industry and look over their information. Often there will be great speakers – people who have been in your shoes, know the ups and downs and want to share their knowledge. Don’t be surprised if they are selling a book or seminar to a workshop as well, still the free information can be a great boon.

Events showcasing upcoming products are also a big draw. Who doesn’t want to know what will promoted as the hottest thing in your industry for the coming season or year? And of course, there are often lists of wholesalers, importers, dropshippers and others in the B2B trade who will have a booth at the trade show. Many of them will be people you already deal with – its always nice to put a face with a name … and maybe a better deal.

OK, so now you are excited. Its time to sit down, get out your notepad (be it electronic or paper) and plan. If you have other business partners, it might be best to include them in on this part. Think about what you want to get out of your time and expense of going to a trade show. What are your plans for your business in the next 6 months to year – how can this conference help? You may choose a specific trade show because of a speaker they have. Plan your time at the trade show around when the speaker is there. Write down at least 3 goals. Keep that list with you at the show as a reminder of what you want to achieve. It is easy to get distracted at a trade show!

Be realistic about how much money you have to spend while at the show. You already probably know your budget for your orders, but keep in mind the expense of travel in regards to trade shows. Many trade shows will offer great discounts for hotel and travel expenses of attendees who preregister online.

Sometimes trade shows help a business in unexpected ways. Your competition can also be your friend. Businesses cooperate to gain a deeper customer base – and the in-person interaction of the trade show is one way make these new friends. While getting to know these new friends, be sure to ask them what they were expecting to get from the show. If you can help each other achieve your aims, all the better for both of you.

And don’t forget to look at ALL those booths – not just the ones of the folks you know. Suppliers want your business. They will sometimes offer you a better deal than you could get over the phone or online. New products coming on the market are easier to find at a trade show. Your customers will appreciate your better understanding of what you sell from what you glean while perusing the booths.

Be sure to enjoy yourself. The people running these trade shows want you to be here. If you have any questions or requests for the future, let them know. You are really the star of the show.