An international trade fair is one of the most expensive sales investments of the year: the stand, travel, days of the team away. Even so, many companies only prepare the logistics and trust that customers will stop by the stand. The difference between coming back with business cards and coming back with opportunities lies in what you do in the weeks before.
1. Decide why you are going
Looking for distributors is not the same as meeting end customers, launching a product or keeping an eye on the competition. Set one or two goals and turn them into something measurable: how many meetings, with what kind of companies.
2. Prepare your list of companies
Review the exhibitor catalogue and the visitor list, if available. Add the companies from the country you are interested in even if they are not exhibiting: many attend as visitors. Prioritise by fit and note who decides in each one.
3. Book meetings before you go
This is the step that changes the result the most. Write several weeks in advance to the people you want to meet, propose a specific slot and give a clear reason to see you. A full agenda gives you meetings with the people you have chosen, not with whoever walks down the aisle.
4. Prepare the team and the materials
- Who attends each meeting and who covers the stand.
- A short pitch for each type of visitor: customer, distributor, partner.
- Materials in the language of the market and a quick way to record each conversation.
5. During the fair
Stick to the agenda, take notes after each meeting and always agree on a next step. Set aside time to visit exhibitors who interest you as partners or customers.
6. Follow-up starts when you get back
Anything not followed up in the days after the fair goes cold. Sort your contacts, reply quickly and propose a specific next step to each one.
Common mistakes
- Measuring success by the number of business cards collected.
- Starting to ask for meetings the week before.
- Not knowing who you want to talk to.
- Leaving follow-up for “when there is time”.
How we help
With IBD Trade Fairs we prepare the list of companies, contact the decision-makers and you arrive at the fair with your meeting agenda already set. Afterwards, we help you follow up on the opportunities.
