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Trade show guide

How to fill your diary before a trade show opens, hold productive meetings on the stand and convert contacts into opportunities.

1

Six to eight weeks beforehand

Decision-makers' diaries fill up early. Six to eight weeks before the event, identify the companies that are exhibiting or attending and match your target profile.

The exhibitor list is often public. For visitors, start with your target accounts in the region and the sectors represented at the trade show.

Set a realistic target for meetings per day, based on the number of people on your stand.

To prepare
  • The exhibitor list
  • Your target accounts likely to visit
  • A target of one meeting per day
2

Propose a specific meeting

A generic invitation to visit the stand rarely works. Offer a specific time slot, a specific topic and a short duration: a demonstration, a new range or a case example.

Focus on the people who actually travel: technical departments, procurement teams and project managers.

Confirm each meeting the day before, including the stand number and the name of the person who will receive the visitor.

To prepare
  • A time slot, a topic, a duration
  • The right functions
  • Confirmation the day before
3

At the stand

Each meeting must be prepared: who is attending, which company they represent and what their project is. A short briefing sheet for each visitor is sufficient.

Reserve a quiet space for scheduled meetings, separate from the reception area for drop-in visitors.

During or immediately after each conversation, note what was said, the agreed next steps and the follow-up date.

To prepare
  • One record per meeting
  • A space for meetings
  • A note after each discussion
4

After the trade show

The value of a trade show is determined in the following two weeks. Follow up with each contact by referring to the discussion and making a specific proposal: quotation, visit or second meeting.

Rank contacts by maturity and pass the most advanced to your sales teams without delay.

Measure the results: meetings held, opportunities created and cost per opportunity. This allows you to decide whether to return the following year.

To prepare
  • A follow-up within two weeks
  • A maturity-based classification
  • A quantified assessment

Other guides.

Guide · 12 min

Target account guide

Six steps to define the companies you want to win, identify their decision-makers and rank them by their actual potential. This is the method we apply when scoping each engagement.

Guide · 11 min

Guide to international expansion

How to select a country, test demand and secure your first meetings before committing a team or distributor.

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