Business-to-Business Sales

"STOP!", you say, "I sell at some shows?"

Some shows are selling shows. These are usually trade shows where the buyer is a direct retailer or involved in the retail chain of distribution, such as a wholesaler, dealer or distributor.

When the sales process is driven by having a special season, it is generally a retail oriented show.

• For example - Toys: Toys are sold all year, but Christmas is the toy season.
• For example - Stationery: Stationery is sold all year, but the beginning of the school year is when most pens, pencils and other school supplies are sold.

Some shows are restricted to the trade - that is people who are between the manufacturer and the final client. Often these are industries such as interior design, architecture, clothing and gift ware. These shows may be called Markets or Centers, as in Merchandise Mart, Apparel Market, Design Center or World Trade Center. Sometimes there are permanent offices in a building with special times of the year for trade shows related to market segments.

Another type of show within this category is called in-house showcase. A distributor wants to showcase and increase the business of the manufacturers it represents. Often set up in a warehouse, hotel or convention center, it brings together manufacturers and their products with the distributor's clients. This is a show by invitation only .

• For example: A distributor for independent grocery stores brings together manufacturers of food and other products to show new products with managers and purchasing executives of grocery stores.

Road shows fall into this category, as well. Road shows are generally organized by a manufacturer to bring together sellers of the manufacturer's products and their clients. It is often used by technology firms to introduce new products to a local market.

Trade shows, whether marketing or selling shows, usually draw a certain type of audience - people who are in a specific industry.