In a World of Clicks, Why Handshakes Still Matter: The Enduring Value of Industry Trade Shows
In an age of virtual meetings, instant messaging, and digital-everything, it’s a fair question to ask: “Are industry trade shows still relevant?”
We get it. The idea of traveling, walking a convention floor for miles, and collecting brochures can seem almost old-fashioned. From a SaaS company’s perspective, you might think we’d prefer you just watch our online demos.
But here’s the truth, from a team that just got back from the show floor: In-person trade shows are more vital than ever, especially for an industry like construction.
While a video call is great for a status update, it can’t replace the value of a live, spontaneous, in-person connection. Here’s why we firmly believe that packing a bag and booking a flight is still one of the best investments you can make for your business.
1. You Can’t “Demo” a Handshake
The single biggest advantage of a trade show is the human element. You can walk up to a booth, look someone in the eye, and build a year’s worth of rapport in a 10-minute conversation.
- For Buyers: You get to ask tough questions and see a real, unscripted reaction. You can gauge a company’s culture—not just its product features. Is the team passionate? Are they knowledgeable? Do they listen to your specific problem before launching into a sales pitch?
- For Exhibitors: We get to hear directly from you. We learn about the real-world challenges you’re facing on the job site that we can’t read in a market report. These conversations are what spark new features and drive innovation.
2. Get Your Hands on the “Next Big Thing”
The construction industry is in the middle of a massive technological revolution. A trade show is the only place you can see, touch, and test-drive the future, all under one roof.
Think about it:
- You can’t feel the difference in a new piece of hardware from a PDF.
- You can’t “test-drive” a complex software solution for project management or time tracking in a 2-minute ad.
At a show, you can sit down for a live demo, run through your specific “what if” scenarios, and compare five different solutions in a single afternoon. This hands-on experience is critical for making confident technology investments that will impact your crews and your bottom line.
3. See the Entire Forest, Not Just the Trees
Your day-to-day work is focused on your projects. A trade show forces you to lift your head and see the entire industry landscape.
In just a few days, you can:
- Attend keynotes from industry leaders about macroeconomic trends.
- Join educational sessions on new safety regulations or sustainable building practices.
- See your competitors’ latest offerings and how they are positioning themselves.
This 360-degree view is priceless. It helps you benchmark your own company, spot new opportunities, and avoid potential blind spots.
4. Meet the People You’re Looking For (Even If You Didn’t Know It)
The show floor is a powerful networking hub. But it’s not just about meeting new vendors. You’re surrounded by thousands of peers—project managers, owners, and operations leaders—all sharing the same challenges.
That person you stand in line for coffee with? They might be from a non-competing market and have the perfect solution to a payroll headache you’ve been struggling with for months. The connections you make with other attendees are often just as valuable as the ones you make with exhibitors.
The Verdict
A virtual demo is convenient. A blog post is informative. But a trade show is an experience.
It’s an investment in building real relationships, discovering new technology, and gaining critical market intelligence. It’s about the conversations that happen after the demo and the partnerships that are formed.
We loved connecting with so many of you at our recent shows, and we’re already looking forward to the next one. Because in an industry that’s all about building tangible things, there’s no substitute for building relationships in person.