Lasting Effects of Exhibiting on Sales

As long-time exhibitor Greg Knox of Knox Machinery explains, "Bottom line, exhibiting at AMTS stimulates sales... not just during the show, but long after the fact. I've shown machines and then received calls eleven months later from customers that say, 'Hey I'm ready to buy that machine.' 'What machine?' 'The one I saw at AMTS show.' So this show has long-lasting effects for us." 

Watch Greg's full interview here, where he shares his success at AMTS:

Most feel that success at a trade show is directly related to the number of new leads they get. Remember, however, that 60 percent of all sales from show leads close more than seven months following the event, and over 40 percent of those close more than a year after the show.* So when measuring your success, make sure you include long term residual effects, just as exhibitors like Greg Knox, above, has proven.

In addition, your success should be measured on MORE than just lead generation. Success is also about:

• Staying connected with current prospects that haven't yet made a decision
• Keeping in touch with current customers with your newest offerings and products
• Being where your competitors are, to show you're just as big of a player in the game, and getting in front of the prospects they've drawn to the show

Finally, you must remember that your success  hinges on your following up with new leads after the show. It sounds obvious, but it's the part most often neglected by exhibitors. That first contact at the show is really just the beginning of your sales process, and hopefully, a long lasting client.