For some, it’s unknown territory. For others, it is fertile ground for finding leads and expanding their networks.
Yes, trade show aisles are a good place to be looking for new business and contacts. Really.
One of the best at this is Kinsley Jones of Churchill Terry Associates. Kin and I spent some time talking about this the other day. As a veteran of many trade shows, mostly in the broadcast and telecommunications segments, Kin knows of which he speaks.
“Some of the best connections at a trade show are made in the aisles between the exhibits,” Kin told me. At the recent National Association of Broadcasters (NAB) show, he said he actually had more success meeting in other booths are in the middle of aisleways.
“When I attend shows, it is usually on behalf of my clients,” Kin said. “I’m there to staff the exhibit, attend meetings and qualify and gather leads. But I usually accomplish more by walking the show and stopping by other exhibits.”
He has a point: a trade show is a whole experience and doesn’t just take place in your exhibit. Attendees move around and conversations and deals can take place anywhere. The rules of networking are enhanced and substantive conversations can take place anywhere.
“I’ve met people on my breaks at shows,” Kin said. “Sometimes when they are ‘off duty’, prospects and acquaintances are more at ease and willing to talk,” he said.
“That’s when you are more apt to make a connection.”
Thanks, Kin. Good tip.
TTSG
