We’ve discussed how to make the most of the trade show by using it as a diagnostic tool for your company and we’ve also talked about how to make the most of the unique face-to-face aspect of the trade show by approaching your booth as you would a living room and honing in on the individual needs of each customer. These new ideas all support the belief that trade shows require great care.
But what does “great care” mean in the context of the trade show? It means applying the great care required in personal relationships to the trade show: listening carefully to the needs of others, responding to those needs, and anticipating them in the future.
Not surprisingly, our research has confirmed that the needs of exhibitors, organizers, and attendees are inherently aligned. There are at least two things that everyone who participates in a trade show has in common: an interest in making a profit and the challenges of logistics and cost limitations.
Naturally, a balanced, reciprocal relationship between exhibitors, organizers, and attendees is the glue that holds these needs together.
However, balance doesn’t necessarily equal compromise. In fact, compromise implies that you must give something up. This idea is limiting. Rather, we should aim to synthesize our needs with the needs of those with whom we do business. And it’s much easier than you think. To synthesize only requires that we slow down, listen, and respond, embracing the human aspect of the trade show. In this way, we sow the seeds of the social bond of reciprocity.
What if there was an honest and considerate dialogue between exhibitors, organizers and attendees? What if all three were able to make quality connections with one another in order to bring everybody together so we can all be smarter and more successful?
An open dialogue allows us to gain insight about the perspectives of others, which in turn allows us to learn in real time. The result is synthesis, which allows mutual needs to be met simultaneously.
Thus, applying great care to trade shows makes them more human—which of course has implications far beyond the trade show. Personalized, quality connections are the basis of successful business communities now and in the future. Millennials have already taken over growing markets and pioneered new ones with their emphasis on humane practices. The underlying idea is that there is a unique value to each person. Businesses and consumers are taking great care in countless other sectors, so why should trade shows be any different?