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Small and Medium-sized Enterprises (SME) are often forced to optimize costs due to limited resources. Thus, it is important to prioritize factors that will indeed bring results in a trade show context. Sales force proactiveness is discussed as an outcomes driver which is accessible to any SME, regardless of available resources. This study examines the impact of sales force proactiveness on the exhibitor’s network and sales performance. A quantitative study was applied based in Structural Equation Modeling (SEM) and Ordered Logit model (OLM). The analysis used data from 362 Portuguese SME/exhibitors. The results show that the proactivity of the sales force influences the main tasks of the stand team, namely the networking (Network Capability) and sales performance (profit, sales amount and return on investment). The results also reveal that continuous participation in trade shows contributes to sales performance. The main conclusion is that, from the exhibitor’s perspective, sales force proactiveness inspires success by generating leads and sales, without the need for significant investments. The findings have implications on how trade show exhibitors can better employ their sales force strategies and improve their sales effectiveness and return on investment.

Examining the Relationship between Sales Force Proactiveness, Network Capability and Sales Performance: Evidence from International Trade Shows