Have a big trade show coming up? Why not combine it with your next big sales meeting? You’ll save on travel expenses because everyone is there, but that’s not all. One other advantage of combining the two is building morale and camaraderie, says Susan Friedmann, CSP, The Tradeshow Coach.

“Remote salespeople who may rarely get to see marketing people and other executives can work together and enjoy each other’s company socially,” Friedmann says. “It’s a chance to put a face with the name.”

Then, there is the competitive advantage – what better place to see the new products and marketing strategies your competitors are introducing, and determine what type of strategies your team needs to develop?

“Make use of the environment, but first, develop a plan for competitive research,” says Friedmann. “Actually use those exhibition handbooks and staffers. Identify people and exhibits to target so your sales team isn’t wandering aimlessly around the show or so that everyone isn’t showing up at the same booth because the freebies are better there. You can even assign reps to certain areas of the show and then later hold breakout meetings to discuss what each has learned.”

Another advantage of the trade show venue – your customers and distributors are probably there. “This would be a great opportunity to invite them to your sales meeting as speakers,” says Friedmann. “You can bet your competitors may be thinking the same thing, so be sure to get your invitations out early.”

Use the trade show’s media to your advantage, too. If you want the public to know something – a new product intro – invite the media to a segment of your meeting. It will also show your salespeople that you are supporting them through marketing and PR.

Along the same lines, Friedmann says not to hand out anything to your sales team that you don’t want the public to know.

“People are careless and not thinking in this kind of environment,” Friedmann says. “They can unintentionally leave something on the table when they exit the room and you have no idea who will walk into that room. You have to be a lot more vigilant and think about the worst case scenario when using handouts.”

Finally, use the tradeshow and sales meeting to remind salespeople of the basics. Provide them with lists of questions to ask customers and distributors at the show, give them a script so that messaging is consistent. Remind them to follow-up with leads by setting a date so that they are held accountable. Your next trade show/sales meeting combination could have big payoffs if you use that time wisely.