Editor's note: This article appeared in the August 26, 2009, edition of Quirk's e-newsletter.

It's the season of the trade show and the perennial question arises: Should I stay or should I go? Some shows are must-go events that warrant the expenditure of time and money. Others of questionable value fall into the "but we've always gone" category. Using the five most-common reasons given for attending the latter type of gathering, Chris Chariton, vice president of marketing and product services at New York online services company GlobalSpec, offers advice on breaking out of your trade show rut.

We will be conspicuous in our absence. What will our customers and competitors say if we don't show up? Most likely they'll say nothing, or "Oh you aren't going to the show this year?" Unless you really are close to going out of business, not attending a trade show won't cause your customer base to think you are.
 
This show is small and the booth space doesn't cost much. It's cheap - is that a reason to go? Don't forget to add in your time (pre-, during and post-show), the cost of taking sales people out of the field or office and freight, hotels, food and graphics. It is probably not as "cheap" as you think, and imagine what else you could be doing with all your money instead.
 
It will be different this year. Will it? If the show is doing the same thing it always does (same place, same location and same focus) and you plan on doing the same thing, then you might want to reconsider.
 
We go because it's really about meeting and greeting our current customers, not new business. This can be a truly valid reason to attend a trade show. Just make sure that is really happening and you are using the event to its fullest to build relationships.
 
The head honcho really likes shows and nobody wants to be the one to suggest you don't go. Approach the situation with facts. Summarize the previous results, capture comments from sales and other key show attendees and - most importantly - offer an alternative. All honchos love ROI, so explain it in those terms.Â