Crowd at a trade show event

Are you showcasing your business?


Regardless of the trade show, take the time to think about what strategy (if any) you have and how you can meet your goals. We have experience going to a variety of trade shows and have proven success using the following guidelines.


Create an agenda:

  • Too often salesmen and management go to trade shows without properly aligning their team with well defined goals and expectations. In the months leading up to the show, you need to understand what staff will be present, what prospects will be targeted and how you can generate leads.
  • That starts with researching the companies attending along with networking events that give you the opportunity to speak with prospects. If you have a booth presence, set a schedule that clearly defines the hours required for each employee to work.


Walk with purpose:

  • Trade shows are overwhelming. It is easy to get caught up in the immensity of the show and free gear available, so have a plan! It can be helpful to review the layout of the entire space and map out where key targets are. That will give you the best chance to walk the show with confidence.


For those with a booth – location, location, location

  • If you haven’t considered this as a key component to trade show success it might be too late. However, if you can, check to see if the show management will allow you to choose the location of your booth. Even though this is usually done months ahead of time, try to get a booth not connected with others or that is near the primary entrance of the show. If that isn’t available, make sure to set-up the space you do have to be inviting and represent your company’s competitive advantages.


Follow up:

  • Even though this is listed last, it is the most important. If you executed a perfect show and met dozens of new clients, but didn’t reach out to them after the show, it was a failure. Make note of who is contacting prospects and when!


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