Have you ever been on a date? You both are excited, nervous, and thrilled to start the conversation but don’t know where to start! It’s the same when you are exhibiting at a trade show and want to make great connections with the attendees and potential buyers.
According to Zig Ziglar,
“You don’t build a business. You build people, and then people build the business.”
And to build people, it’s important that you build great connections and relationships.
But how exactly do you make meaningful connections at trade shows?
It’s not a magic or random thing that happens automatically but needs a strategic approach to build and sustain relationships made at trade shows.
This guide will help you with the nitty-gritty of building relationships and excel them like a pro! Go through the techniques we have shared below to master your connection game at the trade shows.
Closing deals at trade shows is all about the relationships you build! And to become innate at them, you need to have actionable strategies that you can apply to all your trade shows and beyond.
We have listed eleven tips below for building relationships at trade shows to help you make the most out of it!
The first and most important thing you need for building relationships at trade shows in Las Vegas (or any location for that matter) is to do enough research on the attendees who will be visiting the trade show.
Knowing your participants beforehand helps you tailor your approach and maximize the effectiveness of your interactions.
You can learn more about your attendees by getting the list of exhibitors, speakers, and attendees from the trade show organizers. Once you have the data, you can look at their social media profiles, especially LinkedIn, to carry forward the research.
For example, if you offer AI solutions and want to target healthcare companies, you can check how many chief technology officers (CTOs) will be attending the trade show and prepare yourself accordingly.
PRO TIP: Research the top three potential clients you want to target and prepare a customized pitch for them based on their unique requirements to improve the chances of conversion!
Once you have done enough research on trade show participants, the next step is to craft a compelling elevator pitch to break the wall between you and the participants.
To make an amazing elevator pitch, succinctly describe who you are, what your company does, and the value it provides to potential customers or clients. Ensure that your pitch is less than two minutes and highly engaging.
Here’s a quick and easy script you can use to craft your elevator pitch:
Hi, I’m <name> from <company name>, and we help businesses like yours to achieve <output>. We have helped our recent client get <results>. Would you like to have the same for your company?
PRO TIP: A week before the trade show, you can start crafting one pitch a day, focusing on different USPs of your organization to have a set of pitches ready and present them alternatively to each participant.
One of the most common mistakes most of the exhibitors make while breaking the ice with the participants is limiting themselves to “What do you do?”
When you brush up on some great icebreakers, you can initiate engaging conversations and create more memorable interactions.
You can prepare yourself by having a few interesting and open-ended questions that encourage deeper conversation and reveal common interests or experiences.
For example, for building relationships at trade shows, you can ask the other person about the current project they are working on, recent trends they are passionate about, their perspective on recent technology, and the latest innovation that excites them the most.
Here are some ideas you can leverage to start engaging in conversations with the attendees:
The next thing you should have in place for building relationships at trade shows is appealing booths that make you stand out from the crowd.
To get greater attention from attendees and start interesting conversions, it’s highly recommended to invest in booths with eye-catching visuals, cohesive branding elements, and interactive features that help you achieve your goal of drawing better engagement.
Plus, you can also consider incorporating multimedia displays, product demonstrations, and immersive environments to leave a lasting impression.
For example, if you are a healthcare technology company, you can design a booth with sleek, modern graphics featuring vibrant colors and clear branding. Moreover, you can have a large LED screen that displays real-time demos of your latest solutions to capture the attention of passing attendees.
Lastly, you can have designated areas for consultations and networking to facilitate more comfortable and relaxed connection-building activities.
In a recent work we did for Bamboo Health, we helped them have all the necessary elements, like a clear design, brand colors, appealing lighting, engaging displays, and enough space for seating in place to drive more engagement to their booth! You can watch the video of the booth we designed for them for reference! 👇
As the saying goes, the first impression is the best impression, and thus, it is important to nail it in the first go. A good, positive first impression is essential for establishing credibility, building rapport, and initiating meaningful conversations with potential connections at trade shows.
It’s highly recommended to focus on your confidence, professionalism, and approachability when attendees approach your booth. Plus, greet visitors warmly with a genuine smile, maintain eye contact, and offer a firm handshake while wearing proper trade show attire that reflects your company’s brand and industry standards.
PRO TIP: You can use your elevator pitch like a pro to seize the opportunity when attendees get drawn to you because of your professional and attention-grabbing trade show attire!
Besides all the things mentioned above for building relationships at trade shows, it’s equally important to listen actively to others. It helps you understand the needs and interests of potential connections while reading between the lines!
But some things are easier said than done, right? Keep these points in mind to practice better active listening:
The next thing you need to do to build great relationships and make connections in trade shows is to find common ground with the participants you are talking to. It may seem very difficult at first, but if you practice it enough, it will become very smooth and natural for you.
You can find common ground by discovering shared interests, experiences, or industry challenges you and the other person may have. To take it forward, you can ask interesting and open-ended questions that lead to longer discussions than one-liner answers.
Here are some ways you can tap into to find common ground with the participants:
PRO TIP: The most powerful way to build human connections is through storytelling. Leverage it to deepen your connections.
As shared in the previous section, sharing social media profiles is a great way to find common ground, and it’s also a good way to stay connected even after the trade show. It allows you to maintain relationships, continue conversations, and share valuable insights beyond the confines of the trade show floor.
You can get connected with trade show participants, attendees, and industry influencers on platforms such as LinkedIn, Twitter, and Instagram. Once you have done that, engage with their posts and add relevant comments to stay on top of their mind. You can also use direct messaging to follow up with contacts, share resources, or schedule follow-up meetings after the trade show.
This ongoing interaction helps nurture the relationship and keeps you connected beyond the trade show environment.
PRO TIP: Reach out to at least one connection a day on social media to see the magic of the compounding! It helps you reach 365 new potential clients every year!
Going further, the next step to sustain built relationships at trade shows is to follow up with them strategically. It is one the most powerful tools to convert leads into closed deals.
The strategic follow-up approach demonstrates your commitment to providing value and building a mutually beneficial relationship with the prospect.
Here is the six-step process to follow up strategically after a trade show:
Did you know it takes five follow-ups to get higher closing rates?
If you have been in a business for a long time, you would know that partnerships are not just about the office things but the personal bond you share with each other!
Building relationships that go beyond business helps you have deeper connections that enhance the overall success of your networking efforts at trade shows.
One of the best ways to go beyond business is by showing genuine interest in the potential client’s hobbies, interests, or experiences outside of work.
For example, if you find that the other person is in love with hiking, you can discuss favorite trails, memorable experiences, and future hiking plans to establish a personal connection. The layered relationships you build can work as a bridge for continued collaboration and mutual support.
Lastly, evaluating and improving your networking efforts is super important, which allows you to enhance the effectiveness while maximizing the value of your interactions at trade shows.
Regularly assessing your networking strategies and identifying areas for improvement and opportunities for growth helps you grow the graph. Plus, soliciting feedback from colleagues, attendees, and industry peers allows you to gain valuable insights into your strengths and areas for development.
However, it is important to implement actionable changes based on feedback and observations to refine your approach and achieve better results.
PRO TIP: You can use lead tracking tools and CRMs like HubSpot that help you track your actions in real life and shape your strategies accordingly.
We hope with all these tips for building relationships at trade shows; you will be able to get one step further in your journey. Each of these eleven tips is carefully curated to help you at every stage of connection-making.
Get inspiration and follow the above-mentioned steps, and we are sure you will see the difference in the results.
Meanwhile, if you are looking for an exhibit rental builder, Pure Exhibits is at your fingertips! We have helped many businesses like yours to make their dream booth turn into a reality with our simple six-step strategies that make the process hassle-free for you.
Have a look at our portfolio and contact our team at info@purexhibits.com or +1 800-379-8451 to get started now!
The best way to ensure the quality of connections at a trade show is by focusing on attendees' engagement and asking meaningful questions while prioritizing quality over quantity.
To make your trade show booths interactive, it’s recommended to incorporate hands-on demonstrations, visually appealing displays, games, and other activities that encourage attendee participation and engagement.
Some of the ways to measure the impact of trade show connections are by tracking metrics such as lead quality, conversion rates, post-event engagement, and qualitative feedback from attendees.
Replying promptly, providing ongoing value, staying in touch through various channels, and nurturing the relationship with personalized interactions and meaningful communication are the best ways to last trade show relationships longer.
The importance of hiring professional exhibition stand builders Las VegasTaking advantage of exhibitions and trade shows can be a great way to promote your business, as you have the chance to reach potential customers in a focused setting. To make sure that this opportunity is not wasted, it’s essential for businesses to invest in the […]
Trade shows are one of the most effective ways for businesses to connect directly with potential clients, forming essential relationships that can lead to long-term partnerships. In particular, the Las Vegas trade show booth rentals industry has become a vital hub for such interactions, as Las Vegas is a leading city for global trade events. […]
Las Vegas is one of the world’s top trade shows and convention destinations. With its world-class amenities, vibrant atmosphere, and convenient transportation, it’s no wonder why the city is a go-to destination for unique and memorable trade show events. Whether you want to launch a new product or expand your brand’s reach, the city’s world-renowned […]
