How do you identify and approach key decision makers at a trade show?

1 Research before the event

Before you attend a trade show, do some homework on the exhibitors and attendees. Check the trade show website, social media, and newsletters for information on who will be there, what they do, and what they are looking for. You can also use tools like LinkedIn, ZoomInfo, or Hunter to find out more about the companies and individuals you want to target. Make a list of the most relevant and qualified prospects and prioritize them based on their level of decision making, pain points, and needs.

2 Plan your pitch and follow-up

Once you have your list of prospects, prepare a customized and concise pitch that highlights the value proposition and benefits of your solution. Avoid generic or salesy messages that sound like spam. Instead, focus on how you can solve their specific problems, challenges, or goals. Also, plan how you will follow up with them after the trade show. Have a clear call to action and a way to collect their contact information, such as a business card, a QR code, or a landing page. You can also use tools like HubSpot, Mailchimp, or Calendly to automate your email campaigns, newsletters, or appointments.

3 Be proactive and professional

During the trade show, don't wait for prospects to come to you. Be proactive and approach them with confidence and curiosity. Use open-ended questions to start a conversation and build rapport. For example, you can ask them what brought them to the trade show, what they are looking for, or what they think of the latest trends in the industry. Listen actively and show genuine interest in their answers. Avoid interrupting, arguing, or dominating the conversation. Instead, use the opportunity to qualify them further and identify their pain points, needs, and decision-making process.

4 Demonstrate your expertise and value

Once you have established a connection and trust with your prospects, you can move on to demonstrate your expertise and value. Show them how your solution can help them achieve their desired outcomes, overcome their challenges, or satisfy their needs. Use stories, testimonials, or case studies to illustrate your success stories and credibility. You can also use demos, samples, or free trials to showcase your features and benefits. Make sure you tailor your presentation to their specific situation and goals. Don't overwhelm them with too much information or technical jargon. Instead, focus on the benefits and value they will get from working with you.

5 Ask for the next step and follow up

The last step is to ask for the next step and follow up with your prospects. Don't leave the trade show without a clear agreement on what will happen next and when. For example, you can ask them if they are interested in a meeting, a proposal, a quote, or a referral. You can also ask them for their preferred mode and frequency of communication. Confirm their contact details and thank them for their time and interest. After the trade show, follow up with them promptly and consistently. Send them a personalized email, a thank-you note, or a reminder of your offer. Keep the conversation going until you close the deal or move them to the next stage of the sales funnel.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?