European exhibitors do put more effort into closing sales, even in the way they design their booths. At the recent CeBIT show in Germany, he observed that booths were designed to provide that contact, and thus move the attendee toward a sale. On the first level, attendees could browse. When they wanted to talk seriously, they went up to a second level, where there was a lounge with refreshments. The problem is that for some exhibitors, that's the entire list.
Most companies still set communication goals.
But our research shows that companies that are more successful set sales-related objectives. They attract qualified leads and convert more of their leads to sales. When exhibitors put all their emphasis on communication goals, not only are they less successful, but show management also is at risk. If exhibitors are not clear about their objectives, if they think they're exhibiting to present an image, not to make sales, management will see no need for them to exhibit. There are several ways show managers can encourage exhibitors to set sales-related objectives, to close sales when it's practical to do so, and thus have a more successful show.