10 Tips for Trade Show Networking & Lead-Building It’s no secret that trade shows provide numerous opportunities for businesses to promote their wares and make valuable connections. In fact, attending trade shows has become standard practice in the corporate world, to the extent that many exhibitors seem to assume that merely showing up is enough to guarantee results. Needless to say, that is an ineffective approach. To get the most out of the trade show experience, exhibitors need a game plan. With that in mind, let’s explore some useful strategies that a company might pursue for its next trade show. Be Prepared The staff members who will be representing the company at the trade should rehearse their presentation beforehand. One big element of the rehearsal process is the “elevator pitch”—a brief spiel that concisely communicates the essence of the company’s products and services. When a potential client approaches the booth, it’s important for the representative to be able to deliver a quick, strong pitch—no one wants to listen to someone stuttering awkwardly as they stare at their shoes. “Keep it simple” is a sound principle for developing a pitch. Remember: The most important part of your exhibit is the staff. Colorful graphics and high-tech displays will not be remembered as fondly as the human element; a well-spoken representative who can speak confidently and succinctly about the company is your greatest asset at a trade show. Promote the Event You need to make sure that the company’s presence at the trade show is well publicized. In general, participating businesses at a trade show will be listed on the official event website, but it’s important to take additional steps to ensure an effective level of visibility for your company. There are many ways to go about this, but here are a few suggestions: hit social media (e.g., Twitter, Facebook) to ensure that clients hear about the event; purchase a banner ad on the event’s website; send targeted emails to potential clients located in the area; ensure that outgoing company mail—email and snail mail—mentions the upcoming show; and mail free tickets to select clients. Be Picky How do you decide which trade shows to attend? “All of them” may seem like a good answer, especially for a young business striving to establish itself, but this approach can be prohibitively expensive. To avoid wasting company time and resources, it’s necessary to be selective. Do some research to find which shows attract the big names of the field, and/or which ones attract the largest number of industry-related attendees. Don’t Forget the Follow-Up Forging relationships with contacts is a process that doesn’t end when the trade show closes. Don’t forget to check in with your new clients every once in a while, at least, to ensure that your
message will not be forgotten. A friendly call or email on an occasional basis, perhaps touching on matters discussed during the show, will keep your company fresh in their minds. It may be necessary to rank your contacts in order of importance; the more valuable ones may be targeted for special consideration—perhaps invite them out to dinner to discuss matters in more detail in a comfortable setting. Company Bio Founded in 2001 as a division of InfiNet Business Systems, Square 9 Softworks has established itself as a leader in the field of Enterprise Content Management. The company’s suite of awardwinning software includes SmartSearch document management, GlobalSearch web client, GlobalForms eForms designer, Work XChange workflow engine, and many other tools designed to help users maintain efficient, cost-effective businesses.