When considering which events we visit and we participate actively, rather than just popping by for a chat with customers and partners, we always think of cooperation options. While some might consider that sharing a booth with someone “steals the focus,” it’s not the case. Also, there are quite a few benefits:
- You get to strengthen the relationship with your partner’s sales team. Covering for each other on WC breaks, eating lunch and dinner, helping carry the equipment… All these small human interactions play a much more significant role than another Zoom call to discuss the sales pipeline.
- You have an informal environment to talk about everyone’s needs and views. You can strategize on the go and generate ideas for new approaches and initiatives. Also, you can be plain honest with each other about issues if there are any.
- You physically display your partnership in action. This is great for external and internal publicity, as it shows that things are real.
- If you are doing an event in a country in which your home language is not the one you are fluent, a partner can help you save some conversations (and leads).
- Showing customers that you have a local partnership also signals that you are serious about their market.
- Last but not least is the cost factor. There are surprisingly many costs, which can be split, making trade shows even more economically efficient.