# 148: Grow Your Hardware Product Sales Via Trade Shows

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-11-02
- Length: 29m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows
- Listen: https://productstartup.com/

## Summary

Jim Cermak, founder of Trade Show University, explains how hardware startups and small manufacturers can maximize ROI at trade shows by focusing on strategic planning, clear messaging, and active booth engagement. He emphasizes the importance of selecting the right show for your target audience, preparing specific sales materials like one-page sell sheets, and using pre-show marketing to book appointments in advance. Cermak advises teams to use qualifying questions to quickly identify serious buyers, capture contact information efficiently, and leverage real-time video testimonials to build social proof. The discussion covers practical tactics for booth design, team staffing, and post-show follow-up to convert trade show interactions into long-term sales.

## Chapters

- [0:48](https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows#t=48) Introduction: Jim Cermak and Trade Show University
- [2:16](https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows#t=136) Selecting the Right Trade Show and Defining Goals
- [5:38](https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows#t=338) Pre-Show Planning, Lead Times, and Messaging
- [11:19](https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows#t=679) Booth Design, Size, and Placement Strategy
- [13:57](https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows#t=837) Booth Engagement, Qualifying Questions, and Staffing
- [18:52](https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows#t=1132) Collecting Video Testimonials and Social Proof
- [20:32](https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows#t=1232) On-Floor Best Practices: Speed, Notes, and Follow-Up

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Trade Show University (company)
- CES (other)
- K-Biz (other)
- Stanley (product)
- Bosch (product)
- Milwaukee Tools (product)
- Lowe's (company)
- Home Depot (company)
- General Motors (company)
- Ford (company)
- Sony (company)
- Nintendo (company)

## Related episodes from other shows

- [Ep. 31 - Going to Events](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-10-24-ep-31-going-to-events) (Open Hardware Manufacturing Podcast)
- [3 Things Manufacturers Can Do In The Absence of Trade Shows w/ Joe Sullivan](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-w-joe-sullivan) (The Manufacturing Executive)
- [Connecting Physical and Digital Worlds Through Trade Shows](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-05-31-connecting-physical-and-digital-worlds-through-trade-shows) (The Manufacturing Executive)
- [Rethinking Trade Shows and Dialing in Your Value Prop with Jose Palomino](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-03-08-rethinking-trade-shows-and-dialing-in-your-value-prop-with-jose-palomino) (Manufacturing Happy Hour)
- [Introducing The Manufacturing Marketer](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-01-24-introducing-the-manufacturing-marketer) (The Manufacturing Executive)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.