Business-to-Business Marketing

Trade shows are direct business-to-business marketing events. They range from local tabletop shows to regional programs to national conferences to international expositions.

At the majority of shows, direct selling from the floor is not the primary intent. Trade shows are marketing opportunities for potential buyers and sellers to get together, investigate problems, talk about solutions and advance the sales process.

Generally, the higher the price tag of the product or service, the longer the sales process; so decisions should not be expected - but are always welcomed - on the show floor. When a sale does happen, it is often the result of much effort before the show, with final negotiations and the closing at the show.