The art of networking at trade shows

How do you do this effectively without coming across as too intrusive? In this post, we share some of the best methods for networking and establishing connections that can lead to future business opportunities.

Preparation is everything: Just as you plan your booth and message, it’s essential to have a clear strategy for how you will engage visitors. Tony Evald Clausen from Salgspiloterne emphasizes the importance of having a plan in place even before you arrive. Make sure the entire team agrees on how to approach people—both when and how.

Setting specific goals for the day can be helpful. Which individuals or types of companies do you want to connect with? Create a list of potential clients, partners, or decision-makers you’d like to meet, and figure out the best ways to capture their attention.

Create openness and invite dialogue: When you’re at your booth, it’s important to show openness and be approachable. Avoid standing in groups with your colleagues, as this can be intimidating for visitors who may feel they’re interrupting. Instead, ask open-ended questions to passersby that invite conversation. For example, ask what they’ve found interesting at the trade show or what they’re looking for. This is a simple yet effective way to start a conversation.

Contests and giveaways: Another effective way to engage people is by offering small gifts or holding contests. Giveaways work as both a reward for stopping by your booth and as a way for visitors to remember your company. It could be something as simple as a pen with your logo, or more exclusive corporate gifts for particularly important individuals. By using contests, you can also encourage people to return later in the day.