How to Win at Trade Shows: Attracting Clients and Having Meaningful Conversations

Trade shows like Confex are golden opportunities for businesses to connect with potential clients, build relationships, and generate leads. But with hundreds of exhibitors competing for attention, simply showing up with a stand isn’t enough—you need a clear strategy to attract, engage, and convert the right people.

At The Events Consultant, we’ve seen countless businesses succeed—or fail—at trade shows based on how they engage attendees. Here’s how to stand out, hold meaningful conversations, and avoid the common mistakes that exhibitors make.

1. First Impressions Matter: Make Your Stand Work for You

Your stand is your shopfront at a trade show. If it’s uninviting, cluttered, or too generic, people will walk straight past.

• Keep it open and approachable – Avoid placing a table as a barrier between you and attendees. Create a welcoming space that encourages interaction.
• Have a focal point – Whether it’s a live demo, interactive display, or striking visual, give people a reason to stop.
• Make branding clear and professional – Ensure your messaging is concise, engaging, and clearly explains what you do at a glance.

What NOT to do: Don’t overcrowd your stand with too much text, promotional material, or giveaways. If people can’t immediately understand what you offer, they won’t stop to ask.

2. Be Proactive, Not Passive

Many exhibitors make the mistake of waiting for attendees to come to them. The most successful ones actively engage with visitors in a natural, welcoming way.

• Make eye contact and smile – Sounds simple, but too many exhibitors get caught up in talking amongst themselves or looking at their phones.
• Use friendly, openers to start conversations – Instead of "Can I help you?" (which often leads to a "No, just looking"), try:
• "What brings you to Confex today?"
• "Are you looking for venues/suppliers/tech solutions?"
• "Have you seen anything exciting at the show so far?"
• Engage beyond the stand – Don’t be afraid to step just outside your stand space to start conversations with passersby.

What NOT to do: Don’t be overly aggressive or pushy. If someone isn’t interested, let them go—you’ll gain more by focusing on the right people than by trying to sell to everyone.

3. Qualify Your Leads: Not Every Conversation Is a Good One

Not everyone who visits your stand is a potential client. Some are just collecting freebies, while others may not be a good fit for your business. Your goal is to quickly identify the right people and focus on them.

• Ask strategic questions early on:
• "What kind of events do you run?"
• "Are you looking for [your service] right now, or just exploring?"
• "What’s the biggest challenge you’re trying to solve?"
• Prioritise decision-makers – If someone says, "I’ll pass this on to my manager," try to find out who the decision-maker is and if they’re at the show.
• Have a clear next step – If they’re a strong lead, get their business card, book a follow-up call, or schedule a demo before they walk away.

What NOT to do: Don’t waste time on long conversations with people who are never going to buy. It’s okay to wrap up a chat politely and move on.

4. Make Your Conversations Memorable

People visit dozens of stands at a trade show. How will they remember yours?

• Tell a story, not just features – Instead of listing what you do, share a quick success story:
• "One of our clients was struggling with [problem], and after working with us, they achieved [result]. Does that sound like something you’re facing?"
• Use clear, simple language – Ditch the jargon and buzzwords. Be human and conversational.
• Get them involved – If you have a product, let them experience it rather than just telling them about it.

What NOT to do: Don’t deliver a robotic sales pitch. People connect with genuine conversations, not rehearsed speeches.

5. Follow Up—Or You’ve Wasted Your Time

Most trade show leads go nowhere because exhibitors fail to follow up properly. A quick email or LinkedIn message within 48 hours can be the difference between winning a client and being forgotten.

• Personalise your follow-up – Reference something specific from your conversation.
• Provide value – Instead of just saying, "Great to meet you, let’s talk," share a relevant resource, invite them to an event, or offer a special promotion.
• Be persistent, but not annoying – If you don’t hear back after one follow-up, try again in a week.

What NOT to do: Don’t send generic, mass follow-up emails. If it feels impersonal, people will ignore it.

Trade Shows Are About Relationships, Not Just Sales

The real success of a trade show isn’t just how many leads you collect—it’s how many meaningful connections you make. The best exhibitors focus on building relationships, having real conversations, and providing value.

At The Events Consultant, we help businesses maximise their trade show success by refining their sales approach, networking strategy, and lead generation tactics.

Attending International Confex ? If you want to discuss how to make trade shows work for your business, get in touch!