The new economy conditions show the challenges for the organizations in the field of marketing tools. The B2B market considers the exhibitions as an efficient promotion tool in sales policy, but it requires the innovative approach in management within the new industrialization. The purpose of the paper is to prove this statement and to present efficient recommendations for the organizations in order to improve their sales performance. The paper includes the analysis of modern approaches and trends to the trade shows activity; the review of the present resources and literature. Methods: the research involves methods of logical, statistical, functional, and comparative analysis, observation. Results: recommendations are given to improve the use of exhibitions in the organization's sales policy. Conclusions: the exhibition experience allows the company to achieve significant business goals such as business contacts development, reputation strengthening, favorable image building, sales targets implementation, inter-corporate staff loyalty creation, market research conducting in the selected industry in the new industrialization.