15 Jan Terra at the trade shows

Terra Sales Solutions had a very successful 2023, and now we are planning for the new year. One of the key services we offer is representing our clients at trade shows around the world. We thought it would be good to talk to the Terra team about how attending trade shows benefits businesses, and our unique approach to them. We caught up with our CEO and founder Ben Cosstick, and EMEA-LATAM Sales Director, David Godwin for their personal insights into the world of trade shows and conferences.

Tell us why you believe trade shows are still the best way to connect with customers?

Ben: In my experience, trade shows are a great way of being able to get out into the market. It’s one of the easiest ways to have many meetings in one set region. So, whether that is in Europe, the Middle East, or Asia, it’s a key way for you to set up multiple meetings by just travelling to one place.

David: I found this was really illustrated through the lockdown Covid experience where we couldn’t go to trade show. So, I think before that, we took trade shows for granted as maybe being just something we did. And what actually happened at the back end of COVID when we ac started going back to trade shows, everyone realised how valuable trade shows were. Because it was the actual meeting people face to face, making connections and the fact that you can’t do everything online. Obviously, it was really accelerated by Covid, but the usefulness of physical trade shows we actually meet people really was emphasised when we then started going back to them.

Ben: another point of doing a trade show is that you’re able to cover a wider market segment. So, whether that is an airshow, or a defence show whether that’s something a little bit more niche, like a power and utilities event, you’re getting everybody who is focused on those market segments, where it’s key for them to be involved at one event, so that you’re able to meet end customers. You’re able to meet distributors or resellers. But also, you’re able to meet competitors or other kinds of contemporaries in those market segments. So, you’re able to not only get market information, but then also customer information too.

What’s your favourite tradeshow to attend?

David: Honestly, I think DSEI (Defence and Security Equipment International). It’s very well organised and has got a really good cross section of companies exhibiting so it’s a great chance to really connect with people and companies across a wide range of technologies. Like they’ve got naval ships outside right down to components to radars, to software from Space to Ground, etc. So, it’s a really good cross section.

Ben: I agree, DSEI really is just a melting pot of companies and vendors all across the globe, but then also a real range of visitors as well. So, it’s the City of London, but you could be having conversations with somebody from the Philippines from Peru or from Poland. It really doesn’t make a difference, but also because of the breadth of the event. You’re covering everything from heavy industrial equipment, so that might be something like a tank or a battleship, because the Excel building lines right up along the Thames. You could wander around one of His Majesty’s ships or something else visiting from Europe or Asia, but then also you’re quite as likely to be able to see the Euro fighter or a Chinook, though and it’s everything from those heavy pieces of equipment, right the way down to complex electronics and components that are not only just used within the defence market.

Our conversation covered a whole range of other topics that we will return to in future pieces, including language, preparation for trade shows and the ethos behind the company. To learn more about Terra Sales Solutions and how we can work with you to achieve your international expansion goals in any part of the planet, book a conversation, and follow us on LinkedIn for the latest news from Terra Sales Solutions.