Video · Trade Shows & Exhibitions · Event Strategy · ROI & Measurement
Who Should Staff Your Trade Show Stand?
Gartner research shows 67% of B2B buyers are willing to buy without a sales rep involved. At your next trade show, bring the engineers, product leads and partnership managers who can answer the detailed questions.
Key Takeaways
- 67% of B2B buyers are willing to buy without a sales rep (Gartner)
- Buyers at a stand want detail, not a pitch
- Bring engineering, product and partnerships to convert prospects
Transcript
According to Gartner, 2026, 67% of B2B buyers are willing to close a deal without a sales rep involved, up from 61% last year. Yet, when you go to a trade show or industry event, every single booth will have an army of sales reps. And that's nothing wrong with it, but your buyer knows what product or service they want to buy. What they want to understand is more details about your security product. In general, if there are questions that perhaps your sales rep will need an advice, so bring your engineering team, product team, partnerships, because they will be able to actually convert that prospect into a customer. So I'm curious, how will you build your next team for a trade show or industry event?