INDUSTRIAL BUYER BEHAVIOR AT TRADE SHOWS - IMPLICATIONS FOR SELLING EFFECTIVENESS

Although trade shows are a major marketing tool, little research has examined how to capitalize on the medium's sales potential. This article analyzes the buying behavior of trade show attendees in order to devise an approach to selling that is best adapted to the unique show environment. The industrial buying literature is used to frame hypotheses which test aspects of attendee behavior that underlie and motivate effective selling strategies for trade shows.