BASE OF STUDY Many researches show that the meaning of trade show is trade shows, exhibition and also trade fairs (Morrow 2002; Kirchgeorg 2005). According to Kirchgeorg, Springer and Kastner (2010) nowadays trade fairs are used as important tools in the communication mix for most companies. Besides that, trade shows are an important medium for marketers' promotional strategies to promote and sell their products and services for many companies (Smith, T.M., Hama, K., & Smith, P.M. 2003). Involving companies at the trade show can be a key part of the company's marketing plan if it is implemented correctly. The trade show offered a unique opportunity by providing the customer with an interactive message through the company's booth, graphic display, vendor communication, available support materials, and demonstration of the product or service (Cavanough, 1976; Konikow, 1983 ) (Kerin and Cron, 1987). There are many approved studies conducted to measure understanding of trade show performance in food shows (Hansen, 2004) in small businesses (Tanner 2002; Gopalakrishna & Cox 1993) and in industrial enterprises (Bello, 1992). To ensure a successful and attractive trade show, there are some previous studies that suggest managers build a specific plan to achieve the trade show-based marketing objective (Godar & O'Connor, 2001; Sharland & Balogh, 1996). Based on the Malaysia Convention and Exhibition Bureau's (MyCEB) report, the trade fair visitor is likely to have a higher disposable income and be willing to spend more. Around 1.3 million international business event visitors were welcomed to Malaysia in 2010, generating around RM11 billion for the local economy. Second... half of the document... will draw the picture from the research and examine it during the MATTA Fair.SALES RELATED ACTIVITIESThe sales dimension enhances all sales activities which consist of sales on the site and sales after the fair , such as acquiring potential buyers, selling new products, conveying and advertising the features, value of products and services, and closing the sale (Kerin and Cron 1987; Shipley et al 1993). Mostly the previous model focusing on sales-related activities is clearer. Carman and James (1968) use the production of new products as a motivator for trade show performance. Furthermore, early researcher studies only listed activities contained in sales activities that were mainly performed at the trade show, such as closing sales, testing market products, demo products, advancing the purchasing process, etc. (Cavanaugh 1976).