The optimal approach to participating in trade shows

Participating in sales events can quickly become a costly affair—in both time and money. That’s why it’s extremely important to bring the right approach with you, so that days of effort don’t go to waste.

Our focus will primarily be on trade shows. However, most of the advice and guidelines also apply to any other event where you need to go out and make connections. Take this inspiration with you, whether your company is heading to the exhibition halls or outdoor spaces.

Page by page, you’ll find contributions from experienced professionals sharing their insights. You’ll meet the trade show organizer and the sales expert. Additionally, we introduce the participant who has faced the challenges you likely have or will encounter before a show.

But why do people even bother with trade shows and sales events when they could easily pick up the phone? And it’s much simpler to send an email. Yet there’s so much to gain once you venture out to where people meet.

“For me, the most important thing is the opportunity to have far more personal sales meetings than would be possible on a regular day at the office. There’s just no time anymore to drive out to so many face-to-face meetings. That’s why trade shows are a fantastic opportunity to open up connections and build personal trust with a large number of people. And personal trust is essential in sales,” says Christian Guldager.

He is the director at Kursuslex, which organizes a wide range of trade shows. With over 20 years of experience in event management, Christian has seen people make the wrong choices and leave disappointed after days of meetings, sales pitches, and long work hours. Choosing the right event requires careful consideration.

“It’s important to select the right trade show. It should be a show where the industry gathers and connects. There should be room for both seriousness and fun. Moreover, it’s crucial that there’s a strong element of knowledge sharing. There should be great speakers. And, most importantly, there must be dialogue between participants,” he says.