Making the most of a trade show

By Phillip M. Perry| February 20, 2024

Sales and leadership strategist Meridith Elliott Powell says it’s easy to fall into a trade show trap, walking from one vendor booth to another and getting sucked into conversations about products or services that take you away from the preset goals that will ultimately help your business. Photo: P&Q Staff

Trade shows are here to stay.

In a post-pandemic world, businesspeople are returning to exhibition hall floors like AGG1 Aggregates Academy & Expo to obtain the profitable insights that only in-person exchanges provide.

“People feel that the value proposition of a B2B exhibition is very high,” says Nancy Drapeau, vice president of research at the Center for Exhibition Industry Research.

“They see tremendous value and power in the ability to discuss new products with exhibitors, exchange ideas with colleagues, attend educational sessions and keep pace with industry trends.”

Unlike product catalogs on the internet, Drapeau says trade shows let attendees touch and feel items while establishing vendor relationships that can put buyers in better negotiating positions.

Attending a trade show can be expensive, though, and not everyone gets the most bang from the buck invested in the time and travel. It’s easy to fall into the habit of committing common errors. Consultants advise avoiding several mistakes related to trade shows.

Mistake No. 1: Ambiguous goals

Don’t attend a show without setting specific goals.

“Identify two or three things you really want to accomplish that will impact your bottom line,” says Meridith Elliott Powell, a sales and leadership strategist based in Asheville, North Carolina. “If you succeed in doing those things, the conference will have been a success.”

In general, goals will fall into one of three categories: seeing new products and services, networking with peers, and attending seminars.

Perhaps you want to find a better source for a certain category of product. Or, maybe assess the quality of a new equipment line by requesting a demonstration. Is there a certain seminar about a topic of critical importance you must attend? Finally, you may want to set a goal of meeting with specific colleagues to brainstorm solutions to an industry problem.

Bonus tip: Not everyone can attend the show. Ask colleagues if they need you to track down some information.

Mistake No. 2: Undeveloped strategies

Having specific goals is one thing. Pulling them off is another. Given the limited time available at a show, it’s wise to apportion your hours with goal completion in mind.
Often, reaching a goal means touching base effectively with a key exhibitor.

“It’s too easy to aimlessly walk from one vendor to another and get sucked into conversations about products or services that take you off focus about what will really help your business,” Powell says. “Devote your time to those vendors who are most important to your specific goals.”

Make appointments with people who can help you reach your goals. Offer to speak with them in a quiet spot away from their booths. Maybe the show has a relaxation area with chairs and water. Or, you might meet an important colleague at a nearby restaurant for lunch.

Bonus tip: Schedule meetings with critical vendors early in the morning before the day gets hectic, when they won’t mind leaving their booths for a coffee and donut.

Mistake No. 3: Undisciplined time management

You want to see the right vendors in a timely fashion so you don’t run out of time before your essential work is done. And that requires careful planning.

“Rather than wandering around aimlessly, approach the show floor strategically,” says Orvel Ray Wilson, a speaker and coach on trade shows. “Use a yellow highlighter or red Sharpie to circle the ‘A’ hit list – those exhibitors you really need to see. Then, connect the dots to their booths and prioritize the visits.

“After that, mark the locations of the ‘B’ hit List – your second tier of vendors,” he adds.

Avoid getting hijacked by interesting displays that are irrelevant to your work, Wilson says.

“Knowing who you’re going to skip is as important as who you’re going to see,” he says.

And take some time off. Sure, you are a go-getter and excited about the show’s possibilities. But pacing is important.

“You need downtime,” Powell says. “If you spend four hours at seminars and four hours at the exhibitor hall and then go out to dinner with people, you’re going to be so exhausted none of it is going to take hold.”

Bonus tip: If you miss someone you want to see at a booth, leave your business card with a note on when you will try again.