4 Reasons Why Trade Shows Are Better Than Cold Calling

May 31, 2014

Timothy Carter

Timothy Carter is the Director of Business Development for the Seattle-based content marketing & social media agency AudienceBloom. When Timothy isn't telling the world about the great work his company does, he's planning his next trip to Hawaii while drinking some Kona coffee.
 
Knowing where to direct your efforts will help you get more customers who actually want to buy your products. This often leads to a big question. Should you focus on trade shows or cold calling? Here are 4 reasons that trade shows almost always come out on top.
 
Cold Calling Annoys People
 
Consider the mindset of people who get unexpected phone calls. They're either working, eating dinner, spending time with family, or engaged in other activities. They aren't sitting there waiting for you to give them a sales pitch.
 
When you cold call someone, you automatically have a disadvantage because that person sees you as a disturbance. He doesn't care what you have to say. He just wants to hang up and get back to life.
 
There's a reason that over 217 million people have registered with the Do Not Call List.
 
People Go to Trade Shows to Learn
 
People at trade shows have the opposite mind set. They're there because they want to learn more about products and services.
 
That means you get to meet potential clients on equal ground at trade show booths. You both want something from each other, and you're both willing to talk. No one is intruding. No one is being rude. You're engaging in the same activity. That makes people more cooperative and willing to listen to your pitch.
 
You Can't Educate People Over the Phone
 
Think of every cold calling script you've ever seen. They're all geared towards promising the customer something. Very few of them focus on educating the customer.
 
That's because it's difficult to educate anyone about anything over the phone. You can't use visual aids, and you can't gauge a person's understanding by watching facial expressions.
 
When you're on the phone, you're at a disadvantage that you can’t overcome. At best, you can throw promises and "facts" at the client. The chances are slim that the person will even listen to what you're saying.
 
Trade Shows Offer Great Educational Possibilities
 
With trade show displays, you have numerous educational options. You don't even have to talk to someone to teach them about your products and services. Some of your options include:
 
Signs
Videos
Brochures
Demonstrations
 
Of course, it's great to talk to people who pass by your booth. Unlike cold calls, you can have a real conversation with these people. You can watch their expressions, read their responses, and get a better sense of what they need from your company.
 
You can also send them on their way with printed information and giveaways that will remind them of the positive experience.
 
Cold calling has its place in the business world, but it's limited. In the long run, cold calling offers a cheap way to reach a lot of people. Unfortunately, it fails to generate the sales and personal connections that you can get from a trade show.
 
If you have tried both strategies, which have you found more successful? Are there certain techniques you'd recommend using at trade shows?
 

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MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.