What's the point of Business Exhibitions?

I've just posted the following answer to this question on the Linked In Surrey Networkers group (and I'll be discussing it at this afternoon's free Business Intros meeting in Guildford, if you'd care to join me...)

Business Exhibitions are a great opportunity to practise effective networking, and most of the businesses exhibiting are doing just that - selling by meeting people.

Here's a fact (blindingly obvious, perhaps, but easily missed!): people don't tend to go to networking events, or exhibiitons, to buy - they go to sell. So, the chances of somebody in the room (or at the expo) being a) in the market for your goods or services right now, and b) without a supplier already in place, are fairly slim.

So, what's the point? Well, for exhibitors, it raises their profile, and gathers cards from local business people who have had at least a first 'point of contact' face-to-face with their organisation. Received marketing wisdom says you need to contact prospects on average seven times before they will consider buying from you - and during that connecting process your job is to persuade them to abandon an exisiting supplier (or reject your competitors) in favour of you, by establishing your superiority in your messages and calls to action.

For expo visitors, it's all about networking. You can find great suppliers by networking, and the seven-(-ish)stage connecting and selling process can be short-circuited because you actually meet in person, or are recommended a supplier by somebody you have met in person, perhaps several times.

And guess what? That's what you want to happen for your business too. So, the web designer may have a client who's in need of a Purchasing and Project Management Consultant - or the local artist may be married or otherwise related to the Senior Buyer at John Lewis, or the Operations Director of Eddie Stobart, or whatever sector you specialise in. That's the exciting potential of networking - and there's much, much more, but I realise I've bashed on far too long already.

An exhibition is a marvellous opportunity to 'network' with every person in the building. Please don't make snap judgements and avoid any stand that doesn't seem to be 'useful' to your sales mission, because the possibilities are endless if you play it right. Network with your fellow visitors and exhibitors alike, and take an interest in them as people as well as businesses. They are a rich source of new business if you know how to work the system.

And finally (as you heave a sigh of relief :0) what happens 'in the room' is the fun bit - the real graft and craft of networking is between meetings and expos, when you nurture and grow the relationships you have identified as having the potential to bring you that business you went looking for in the first place. The best way to do that is to find ways of helping them to find prospects and good connections too - it's a virtuous circle.

Hope that helps...