In the past articles in this series, I covered three elements of the international trade show participation strategy, as follows: 1. Pre-event Preparation 2. The Booth 3. The Staff in the Booth Today, I’ll focus again on a scenario involving small and medium size companies attending B2B trade shows and will share high-impact follow up…
In the last article of this series, I presented best practices to make the most of the company’s booth at an international trade show and focused on how to use “The Silent Salesman.” Today I will discuss the third element for Succeeding at International Trade Shows: The Staff in the Booth. There is so much…
“The difference between the almost right word and the right word is really a large matter: it’s the difference between the lightning bug and the lightning.” Mark Twain This is one of my favorite quotes from Mark Twain, especially because it relates to international trade. How? I’m glad you ask. In my experience as an…
Part 1 of a 4 part strategy One of the most powerful promotional channels for a company trying to penetrate new markets is participating in trade shows in the target region or country. However, trade shows are a risky proposition. Done right, the rewards are plenty and the effort is worthwhile. Done wrong, it can…
