Why Is It Important for MSPs to Attend the Right Trade Shows?

It is also a good idea to go to the trade shows your competitors attend. You need to be at these events so you have the opportunity to “talk up” your service or product and let potential customers know they have choices.

Choose Events You can Learn From

While acquiring new leads is one of the top reasons many people attend trade shows, it is not the only reason. There is a number of educational trade shows that will help you expand your knowledge base and help you gain even more customers in the future. Try to attend some trade shows, such as IT Nation, Continuum, and ASCII that will continue your education at least once a year.

Planning Your Trade Show Event

If you aren’t going to learn, then you are going to have another purpose -- to get new leads. If you want to be successful, you need to find the trade show events your potential customers are going to. Again, this can be done with word of mouth on social media.

However, selecting the right events is only half the battle. Once you discover an event to attend, you need to figure out what to take along. It can be beneficial to take along branded materials to give out, and in some cases, it may be beneficial to collect some fun items for certain events. Always make sure to bring enough literature for the number of people expected to attend the convention.

Once you have figured out what you should bring, you need to make sure the person representing the business knows what to say. This is why MSPs should typically attend. They will be able to answer any questions that someone may have about what is offered. If the representative does not have the answers, it can lead potential customers directly to the competition.

Trade Show Event Success

Attending a trade show is not done on a whim. It is important to determine the specific reason you are attending. For example, the two primary reasons a business would attend a trade show is to:

• Gain new leads
• Learn something

When you know your goal, you can take steps to ensure you meet it. For example, if your goal is to acquire new leads, then you need to learn what your customers are looking for. If there are unanswered questions about your product or service, take the answers. This can be regarding speaking with potential customers, or handing out the necessary literature. In any case, this will help ensure the event is successful, rather than being a waste of your time and energy.

The Bottom Line

When you attend a trade show, it is essential to have an end goal in sight. Don’t attend trade shows where you will not gain any benefit. While it is important to attend trade shows where you can learn something, it is equally (if not more) important to go where your customers are. MSPs have the responsibility of bringing in new customers and ideas to their business. One of the absolute best and most effective ways to do this is by attending the right trade shows. Business owners and professionals who keep the tips here in mind when selecting the trade show to attend will help them find the best option and reach their goals.

About the author

Kevin Welch graduated from Texas Tech University in 2006 with a bachelor's degree in marketing and has been working in the IT channel for 11 years. He is currently the Director of Marketing & Sales for

CTG which is a managed IT services company that provides IT support in Dallas, Ft Worth, Arlington and Amarillo. Kevin was instrumental into transitioning CTG's business model from break-fix into an all-inclusive managed services offering. CTG prides themselves on hiring customer service oriented techs so they can deliver amazing IT services to their business clients. When Kevin is not working diligently for his clients he loves to spend time with his family and is an avid golfer. He also considers himself an outdoors man who loves camping, fishing and hunting.