Nothing says “networking” quite like a trade show. Whether you’re presenting or simply attending,
opportunities arise to make connections with new people. Many business owners let these
opportunities slip through their fingers — or at least, don’t make nearly as many connections as
they could.
Growing your business relies on an ability to network effectively and productively. With these tips,
you’ll turn your next trade show appearance into a boon for your business.
Know Your Audience
The first step is to research the show. It’s always possible to go in blind and wing it, but a little
foreknowledge is a powerful thing.
Who is the trade show targeted at? What kind of people will be attending? Are these people whose
businesses can help mine — and who my business can help? What events are planned for the trade show? What’s the style and layout? Which people or companies will be in attendance? Get a list beforehand wherever possible.
Network Before and After the Show
Trade shows usually have network opportunities listed in their itinerary. Not all of these will be
relevant to you and your business, so create a list and choose the most relevant ones. Networking
is much easier — and more productive — if you know you’re in a room of people who are already
receptive to what you have to say.
Be Visible
Making yourself seen is vital. People can’t network with you if they don’t know you’re there.
The most direct way to do this is to speak at an event. You’ll be up in front of a crowd and get to
advertise your booth.
If this isn’t possible, you can propose workshops or showcases.
Sometimes it doesn’t need to be you that’s visible, but your booth. A good way to do this is to have
a lot of traffic. You can boost foot traffic at a trade show by inviting prospects to have meetings with
you there. Others will see the attention your booth is getting and their interest will be raised.
And of course, don’t be afraid to stand out — if it takes hiring a trade show magician to draw
attention to your booth (yes, they’re a thing!), then so be it.
Don’t Waste Small Talk
Small talk can be a polite way to waste time, or it can be used to find out valuable information and
grow a connection with someone. At a trade show, do the latter; every second you can spend
talking to someone is precious. Don’t waste it.
Ask about someone’s experiences and interests. Share something about yourself, both personal
and professional — especially if you can share a similar experience to one you’ve been told. Be
attentive to the answers you’re given, listen actively, and establish a rapport.
You’ll have turned 5 minutes of what could have been idle chat into a chance to establish a new
business contact.
Trade shows are the ideal environment for businesses to grow and strengthen relationships with
other vendors, potential partners, and even customer prospects. Don’t waste it! Employ these tips
next time you attend a show to get the most for your business.
