Winning at Logistics Trade Shows: Strategies for Sales Reps to Stand Out

For many logistics service providers, autumn is a busy season as logistics services sales professionals attend various trade shows and conferences. Posts on different social networks spark mixed opinions about the effectiveness of this channel. Some argue that trade shows don't work, while others claim they are worth attending. As with any channel, there are specific rules to follow. When followed, trade shows can be effective; when ignored, they may not deliver results. In this article, we will share some best practices for attending these events. Although we will focus on the individual salesperson’s perspective, companies exhibiting at trade shows can also find valuable insights here.

Before the Trade Show

Preparation before attending a trade show can make or break the event's success. If you wander through the grounds without a plan, it’s likely to be a waste of time and budget, which won’t make your manager happy. To maximize the benefits of attending, here are some key points to consider:

1. Choose Wisely. Attend trade shows where you know your potential customers will be. The easiest way to ensure a trade show is suitable is to talk to your existing and potential customers and review the list of previous attendees. LinkedIn can also help you screen prospects' profiles to see if they have attended or are planning to attend the event.

2. Arrange Meetings Before the Event. Trade shows are an investment. Expenses like flights, tickets, hotels, and food can add up quickly, often costing between $1,000 and $3,000+ per employee. Therefore, going there without pre-scheduling meetings can turn the event into a costly missed opportunity. To avoid this, I would like to point out that scheduling meetings before booking your plane tickets is essential. A good rule of thumb is securing at least six guaranteed daily meetings with prospects falling into your ICP (if the event is based on fast meetings, then the amount should be bigger). This ensures a return on investment, and any additional meetings you secure will be a bonus.

3. Leverage Your Organization's Marketing Channels. Using your organization’s marketing channels can further increase the number of meetings. Posting on social media and sending emails to potential and existing customers can enhance the impact of the event. Meeting with existing customers is also invaluable—it helps maintain relationships and can lead to new business opportunities.

By the way, if anyone reading this newsletter will attend TransLogistica Poland November 5-7 or transport logistic exhibitions Munich from June 2-5 and is interested in learning new and effective ways to improve business development, feel free to contact, Tomas Ananjevas .

4. Make Trade Shows an Extension of Your Existing Business Development Activities. The true magic of trade shows happens when you integrate them into your ongoing pipeline of opportunities. What does this mean? Trade shows provide an excellent opportunity to reconnect with prospects who previously declined your offer, those you couldn’t secure a meeting with, or even those who have chosen another service provider. In some cases, this additional touchpoint can demonstrate that you’re a serious contender in the industry and show that you operate at the same level as their current providers. Additionally, trade shows allow you to re-engage these prospects in a new context, potentially changing their perception and opening up future opportunities.

After the Trade Show

So you attended the trade show, had great meetings, and collected many new business cards—what's next? If you’re like many others, you might email your brochure and then wait for business to come in. Some may not even bother to follow up?or?only reach out to those they see as the most significant opportunities. These are big mistakes because the first meeting is often just the beginning of the relationship; even if they are not ready for the change, they may be in the future. Here are some key follow-up strategies to ensure your trade show efforts payoff:

1. Prioritize Consistent Follow-Up. Don’t let the excitement of the trade show fade without action. Schedule follow-up emails or calls within 48-72 hours after the event while the conversations are still fresh in everyone’s minds. Personalize your messages based on your discussions at the trade show to show genuine interest and commitment.

2. Nurture All Leads, Not Just the Biggest Ones. While focusing on the most significant opportunities is natural, take notice of the smaller ones. Relationships can evolve over time, and what may seem like a small opportunity now could grow into something significant. This can also be done with email nurturing campaigns, LinkedIn connections, and other digital marketing -related ways. Be sure to engage all the contacts you made, offering valuable insights or solutions based on your conversations.

3. Provide Value, Not Just Sales Pitches. Instead of sending just a generic brochure, follow up with value. Share relevant stories, insights, or solutions to the pain points they mentioned during the trade show. By offering helpful resources, you position yourself as a trusted advisor rather than just another salesperson.

4. Stay in Touch Regularly. Business development is a long-term game. After your initial follow-up, keep the relationship warm by checking in periodically, sharing updates, and offering valuable content. Consistent touchpoints can keep you top-of-mind when your prospect is ready. You could incorporate other contact marketing activities if you bump into a potential whale customer.

To summarize, trade shows remain a highly effective channel for business development because face-to-face interactions are still among the most potent ways to build relationships and trust. When approached strategically, the cost per meeting can be reduced to as little as $30-$100, making it a cost-effective method for generating leads. Beyond the immediate cost savings, trade shows offer additional value by allowing you to meet multiple prospects in a concentrated time frame, re-engage with past contacts, and strengthen existing relationships. Moreover, trade shows provide a unique opportunity to showcase your brand’s presence in the industry and demonstrate your commitment to building long-term partnerships.

If you are looking for a solution nurturing your leads for the long run, get in touch with us .

About the Author:

Thomas Ananjevas ?is a seasoned supply chain professional with 15 years of experience in purchasing and selling logistics services and building supply chains from the ground up. He founded a consulting, training, and marketing services company dedicated to the logistics industry. Thomas specializes in helping logistics companies implement necessary changes to ensure business growth and continuity. You can go ahead and schedule a conversation with Thomas by clicking?here.