CHAPTER 10
Trade Shows and Seminars
Trade shows and seminars provide face-to-face contact with prospects who otherwise might be difficult to reach. They are usually qualified and are receptive to learning about products and services. As a function of their attendance at the event, these individuals have mentally and psychologically opted-in to an environment in which they are open to learning about products and services.
Sales tools like seminars and trade shows require planning: Choosing appropriate target market segments, approaching these segments in a consistent and professional manner, and searching out opportunities competitors may have missed. Whether you exhibit at a trade show or host a seminar, a number of steps are necessary to help ...
