FAQ Friday · Issue 04 · July 17, 2026 · 4 min read · Trade Shows
Are trade shows worth the investment?
The short answer
Yes, because the room is full of people who can say yes. Roughly four out of five attendees on a show floor have buying authority. Meeting a prospect at a show costs about $96; finding and meeting that same prospect in the field runs about $1,039 — roughly $943 saved on every handshake.
By the numbers
- 81% of attendees have buying authority
- $96 to meet a prospect at a show vs $1,039 in the field
- 3.5 sales calls to close a show lead vs 4.5 from anywhere else
Sources: CEIR, Cost Effectiveness of Exhibition Participation; CEIR, The Spend Decision
One honest catch
The booth gets you noticed; the follow-up gets you business. Plan the follow-up before you order the backwall.
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