At trade shows, related products from many manufacturers are displayed and demonstrated to members of the trade. Literally, every industry has trade shows. Their representatives are there to explain the products and services and perhaps make an important contact for the sales force. The use of trade shows must be carefully coordinated and can be an important part of the business market promotional programme. Trade shows can be critically important to a small firm that cannot afford advertising and has a sales force too small to reach all its potential customers.