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 One of the most essential benefits of participating in trade shows is managing customer relationships. This relates to the retention of existing customers as well as to the generating sales from new customers, influencing their buying decision by researching their needs and building the image of a reliable partner

Trade shows are the platforms for establishing communication with customers, business partners and the press. What is more important is that the communication is face-to-face as this brings more advantage to B2B companies, which need to use personal selling techniques in order to achieve the target. Trade shows provide an opportunity to 12 analyze competitors, notice new trends and attract attention to a company’s brand.

  As for the quantitative benefits, companies have a true chance to obtain a number of closing deals, new contracts and sales as well as establish beneficial contacts. Furthermore, marketing information collected in numbers and percentages may be useful for planning future business activities. Obtaining some of these benefits can be considered as a significant indicator of a successful participation in trade shows.

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