IMPROVING TRADE SHOW EFFECTIVENESS BY ANALYZING ATTENDEES

Trade shows are chaotic selling environments. Many firms are disappointed with their sales results from shows. In this article, selling at shows is shown to be more effective when it is based on an analysis of the job roles of attendees. While show audiences comprise people filling many roles, salespeople are more productive when they target individuals who participate in buying centers at trade shows. Using data collected from a large industrial equipment show, this research demonstrates the importance for show selling of analyzing the number and composition of job roles in the attendance parties of buying firms. Suggestions are provided to help exhibiting firms improve selling by better adapting their sales resources to the needs of different job roles that comprise the at-show buying center.