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Modern Tradeshow Intelligence

Use Tradeshows to Open Doors

Posted by Bartizan Staff Report on Nov 1, 2013 2:02:55 PM

After a long, hard day of selling and talking to potential customers at a tradeshow, the only thing on your mind may be getting some rest and relaxing. However, after the event is over, there are still opportunities to make connections that will help your business.

In a recent interview, Lew Hoff, president of Bartizan Connects, stated that socializing with industry experts and other exhibitors after a trade show is a great way to learn information and build connections. The change of scenery provides a chance to discuss everything from other competitors to trends within the industry. This can help you position your company more effectively to avoid risk or take advantage of favorable conditions.

Hoff advised that you stop selling for a few hours to get to know the people with whom you work. The activity can help increase your level of engagement by creating long-term friendships. Naturally, in the setting of a trade show, there are plenty of opportunities to promote your brand, but this shouldn't be the main focus of conversation after a conference has ended, according to Hoff.

"If you are invited into a hospitality suite I think it is incumbent for you to be sociable without simply pushing your product," he said. "Of course, people always ask about what you do. In that social setting, it is easy to get across what you do without hammering away at it."

The secret to finding success in this setting, Hoff noted, was to think long term. Rather than focusing on how people can help your business, consider how you may be able to help them. This could include forming new business partnerships, or simply doing a personal favor. This is a philosophy recently explored in a book by Adam Grant, a professor at the Wharton School of the University of Pennsylvania, which theorized that by being generous to others, you can build relationships that open doors.

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Topics: Trade Show Tips