Many leaders approach vendor shows expecting instant sales, quick ROI, or a flood of qualified leads. However, outcomes can vary, and the payoff doesn’t always come right away. Without preparation and follow-up, businesses risk leaving with little more than swag bags—and a lot of resources and opportunities wasted.
To help you set realistic expectations and maximize the value of your next event, Fast Company Executive Board members dispel the most common myths about vendor show attendance, providing sincere insight to help you rethink your strategy for stronger results.
1. VENDOR SHOWS DON’T GUARANTEE LEADS
Thinking a booth alone will generate leads and ROI is a trap. Trade shows are about velocity and follow-up: prequalify your prospects, schedule the meetings that make sense, then, after the show wraps, hit the ground running with personalized outreach and follow-ups. Otherwise, you’re just handing out swag and hoping for miracles. – Kristin Russel, symplr
2. SALES AREN’T INSTANT RESULTS
One of the biggest myths is that vendor shows are for immediate sales. In reality, they’re more like planting seeds than harvesting crops. Set realistic expectations by defining goals around network expansion and brand visibility, and focus on building relationships and gathering insights, not just closing deals. Lasting ROI often blooms long after the event, not in the moment. – Shawn Galloway, ProAct Safety, Inc.
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Many organizations believe that simply sponsoring a vendor show will automatically lead to high-quality leads. Passive presence rarely yields measurable ROI. Without a targeted strategy, most booth visits are fleeting. Success depends on strategic planning, strong engagement, and disciplined follow-through. Leaders should treat vendor shows as an integrated campaign, not a standalone event. – Britton Bloch, Navy Federal Credit Union
4. SUCCESS TAKES PREPARATION, NOT JUST PRESENCE
In reality, success comes from preparation—clear goals, targeted outreach, engaging booth experiences, and post-show follow-up. Leaders should treat it as a brand-building and relationship-nurturing opportunity, not a one-day transaction. Fun swag can always help you get remembered. – Goran Paun, ArtVersion
5. MORE VENDORS DON’T MEAN MORE ATTENDEES
The biggest myth of vendor show attendance is that having many good vendors will make it a success. Great vendors—or many vendors—don’t always equate with a large attendance. Focus on gaining the attention of possible attendees and put marketing efforts into getting an audience for your vendors. Knowing you will have many attendees will be a selling point to get great vendors. – Baruch Labunski, Rank Secure
6. CONNECTIONS MATTER MORE THAN LEADS
Vendor shows should never be about racking up leads, but rather about making real connections. Go in with intent: know who you want to meet, what they care about, and why it matters. Quality beats quantity every time, and people will remember those who did their homework. – Evan Nierman, Red Banyan
7. SPEAKING ENGAGEMENTS DRIVE STRONGER RETURNS
In our experience, sending sales staff to work exhibits at conferences and trade shows doesn’t result in real revenue gains. What does seem to result in ROI for us is to speak at the events, so we can scan badges and form real relationships with attendees who understand the expertise we bring. As the recognized expert, the speaker should be available during and after the show for follow-up conversations. – Christina Robbins, Digitech Systems
8. SALES TEAMS AREN’T ALWAYS THE BEST CHOICE
The biggest myth is that vendor shows need sales teams. Smart leaders send product strategists and competitive analysts instead. Reframe the investment as market intelligence gathering—observe competitor positioning, emerging customer needs, and industry shifts. Train attendees as business anthropologists collecting insights that inform strategy for 12-18 months. Send fewer people! – Kathleen Lucente, Red Fan Communications
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9. ROI ISN’T ALWAYS MEASURED IMMEDIATELY
One of the biggest myths is that ROI can be measured only by sales closed right after the event. The true payoff often shows up months later—in new partnerships, brand credibility, or refined strategy. Teams should prepare by defining multiple success metrics in advance, from pipeline quality to learning outcomes, so they can recognize and capture long-term value. – Volen Vulkov, Enhancv
10. HALFHEARTED COMMITMENT WON’T WORK
If you’re debating the ROI of the show, you shouldn’t do it. Not because it “doesn’t work” but because if there is any doubt about the commitment, it won’t work. So many people pooh-pooh events, but they are one of the very few ways to truly connect with your buyers. If you’re not all the way bought in, don’t bother. It’s too expensive a tactic to skimp. – Andrea Lechner-Becker, GNW Consulting
11. RELATIONSHIPS MATTER MORE THAN QUICK BOOTH VISITS
Event success comes from strategic relationship building, not quick booth visits. Aim for quality conversations over quantity of leads—research attendees and schedule focused meetings. The conversations you want usually happen after the show, where prospects share business needs without distractions. Don’t miss sessions either; they provide brand insights for future conversations. – Jaime Bettencourt, Mood Media
12. SUCCESS REQUIRES AN INTEGRATED CAMPAIGN
Trade show booths are not a vending machine for revenue. Booths only pay off when part of an integrated effort and a months-long campaign, including pre-booked ICP meetings, speaking slots, on-site experiences that spark stories, and rapid post-event follow-up to turn curiosity into pipeline. Treat it like one connected narrative and standout experience with your brand and team, and results will follow. – Karen Budell, Totango
13. VALUE GOES BEYOND LEAD GENERATION
One of the most prevalent myths is that vendor displays are only for lead generation. Developing connections, gathering market intelligence, and forecasting future trends often yield the true value. To make it worthwhile, executives should attend exhibitions with a defined plan: determine who they want to meet, what insights they are seeking, and how they will use those contacts after the event. – Christena Garduno, Media Culture