Why Trade Shows Are More Effective Than Cold Calling

Posted by Cat Virca in Tips, Trends

Traditionally, cold calling has been a cost effective sales tool to generate profits. While cold calling does have benefits, it does not allow you to build strong customer relationships in today’s business environment. Consumers are avoiding unexpected sales pitches by opting out of call lists. Today, more than 217 million people are currently registered with the Do Not Call list. According to the article, “4 Reasons Why Trade Shows are Better Than Cold Calling,” Timothy Carter explains why trade shows are becoming a better option for increasing sales than cold calling.

Cold Calling is Annoying. Receiving an unexpected sales call during work, a family dinner, or any other social event can be a very unpleasant experience for your customers. Making cold calls during this quality, personal time automatically places your sales person at a disadvantage and customers will usually hang up as quickly as possible. Additionally, cold calling is becoming more annoying than ever as more consumers move to a ‘cell phone only’ lifestyle.

You Can’t Educate On the Phone. Explaining certain product benefits and services over the phone can be extremely challenging. Often times sales “cold callers” have specific scripts they have to follow which limit their ability for personalized customer interaction. Without proper visuals, body language, and emotional cues, promising results is a difficult task.

Trade Shows are for Learning. Attendees typically go to a trade show with an open mind to learn about the latest products and services in their industry. Trade shows offer common ground for exhibitors and attendees to exchange ideas, knowledge, and discuss business opportunities. Attendees are much more likely to listen to your sales pitch in a personalized one-to-one setting.

Use Your Booth to Educate. Trade shows enable you to use signage, videos, brochures, and live demonstrations to engage your audience. Trade show booths and displays provide you with a multitude of educational opportunities. Signage can grab attention about your products and services. Videos can be used for demonstrations when you have a limited booth staff. Brochures are a great resource that consumers can take with them to reference outside of the trade show. Live demonstrations can offer visitors a first-hand view of your products and services.

Read the full article.