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?

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