Business networking at a trade show can be tricky!
Typically, the approach is way different than the approach good networkers take when attending a networking event, chamber mixer, association shin dig, cocktail party, golf outing, association meeting, or conference.
Of course, many conferences have a trade show or exhibitor component which makes the approach even trickier. (Trickier? That’s a word you don’t see every day.)
Anyway, when you attend a trade show where exhibitors are paying for space, a booth, electricity, Wi-Fi, maybe travel, shipping, and whatever else, they will feel they have a right to promote their products and services to all attendees that walk the aisles. And of course, they do.
That said, those exhibitors may be a tough audience for you as a networker if you’re simply looking to promote your own business – aisle in.
See what I’m getting at? Tricky!
Here are some approaches to help make networking a bit easier the next time you’re at a conference, convention, trade show, or product show!
Preparation
- Connect with Coordinator of Trade Show. Offer, “How can I help?”
- Read my book Knock Out Networking! (Yep. I said it.)
- Contact exhibitors of interest. Learn about trade show and how you can be helpful to them. Who are they looking to meet?
- Contact registrants of interest (if you can). Schedule meetings at trade show.
- Notify prospects and clients about trade show. Invite to join you there.
- Compile list of your goals and the goals of those connected to trade show.
- Prepare questions to ask and what you will share about your business.
Bring index cards to take notes and capture “next steps”. (Easier than tech.)
At Trade Show
- Meet the Coordinator F2F. “How can I help?”
- Meet the friends you contacted during your preparation.
- Ask lots of questions about them based on your research.
- Keep in mind that exhibitors will favor speaking with “prospects” over you.
- Stay in the flow, keep things moving.
- Laugh, get food and drink, try samples, grab a free pen. Have fun!
- Discuss follow up with those that make sense. Don’t FU the FU.
- Take notes on index cards, business cards, or on tech.
- Compile all your data, consider follow up and next steps.
Follow Up
- If there was rapport, good reason, and you mentioned you would.
- Be proactive. Don’t wait for others to FU with you.
- Reconnect within 24 hours after the event concludes.
- Schedule meetings per your notes and promises at event.
Stay in Touch
- Make your lists and check them twice. (Good, better, best.)
- Determine who you will stay in touch with, how often, and why.
- Get “buy in” from them. Think win-win.
- Who can you invite to other events?
- How can you help them?
- Of course, connect on LinkedIn.
- Keep good contacts close, best contacts closer!
Pow! 🥊
How do YOU work the trade show floor?