UnSelling: The New Customer Experience

Chapter 52Should You Trade in Trade Shows?

“Scott, in the world of social media, are trade shows even important anymore?”

I get asked this all the time—mostly because I keynote a ton of events with trade shows and attend a few myself. The answer is yes. Trade shows aren't that different from social media in that they are a tool, an opportunity to meet and connect with your market. The value of a trade show can't be measured in sales alone, but should also factor in the face-to-face contact you get with individuals who are interested in learning more about your product or service. Unlike in social media, which is made up of selfish platforms about me,¹ the attendees at a trade show are there to learn more about buying from you.

1. Trade shows are like social media because being successful at both starts with treating people like people, not prospects—a key concept of UnSelling that cannot be overstated. Even on a trade show floor, where people are walking the aisles expecting to be sold to, the most successful product brands will always remember that it can't be buy or good-bye. As I wrote in UnMarketing, the best trade show salespeople practice what I call pull and stay—connecting, collecting prospective customer information, and then staying in front of them with useful content.
2. Trade shows are like social media because being successful at both is a whole lot easier with a great product or service. On trade show floors, having quality product cannot be faked. People try—with ...