When is your next trade show?

Trade show attendance in the United States peaked in 2015 and leveled off until COVID-19. Then it fell by over 92%. However, trade show attendance was up 60% in 2023 over 2022, and attendance in 2024 will be even higher. In other words, trade shows are back!

But are your people prepared? When is your next trade show?

Selling at trade shows requires unique skills that many new salespeople have yet to acquire. Did you know that in the first 13 seconds of entering your booth, 77% of visitors subconsciously decide if they are interested and that nearly half (46%) of the attendees at trade shows are in senior management positions?

Here are some more noteworthy trade show statistics:

• 81% of exhibitors use email to follow up with leads collected at a trade show.
• On average, it takes approximately 3.5 sales calls to close a lead generated at a trade show.
• Converting a trade show lead is 38% less expensive than relying on sales calls alone.
• For those who put in the effort and follow up, 5 to 10% of trade show leads convert.
• Among Fortune 500 companies, 14% reported a 5:1 return on investment (ROI) from their trade show exhibitions, meaning they earned $5 for every $1 spent.
• 52% of business leaders believe that trade shows and events provide the best ROI compared to other marketing channels.
• On average, companies realize a 4:1 return on investment (ROI) for their trade show expenditures.