When it comes to selling at conferences, the most effective strategy goes far beyond simply setting up a booth and waiting for prospects to approach. The best approach integrates thorough preparation, strategic engagement, and diligent follow-up to maximize your return on investment and drive real business results. By focusing on these key areas, you can transform conference attendance from a mere networking opportunity into a powerful sales driver.
5 tips for creating a stellar strategy for selling at a conference
1. Do your homework before the show
Research attendees and exhibitors to identify your ideal prospects
Create a target list of companies and individuals you want to connect with
Look up key contacts on LinkedIn to recognize them at the event
2. Focus on building relationships, not just pitching
Use the show as an excuse to start conversations, not to hard sell
Make personal connections and gather info you can reference in follow-ups
Be a real person - share about yourself and find common ground
3. Have a game plan for the show floor
Know who you're targeting and where their booths are located
Use a system to track your interactions and next steps (e.g. color coding)
Be strategic about how you spend your time
4. Follow up effectively after the event
Reference personal details from your conversations
Follow up promptly while you're still fresh in their mind
Track which prospects progress through your sales pipeline
5. Measure ROI over the full sales cycle
Look at metrics like meetings booked, deals closed, revenue generated
Factor in all costs - travel, booth, personnel time, etc.
Use data to determine if attending was worth the investment
Don't forget, the integration of sales and marketing efforts is crucial for trade show success. When these traditionally separate functions work in harmony, the focus shifts from individual tactics to overall revenue generation. It's not about which team gets credit—it's about driving real business results.
By implementing these strategies before, during, and after the event, companies can transform trade shows from a necessary expense into a powerful growth driver. Success at a trade show isn't just about making an appearance, it's about executing a comprehensive plan to engage prospects, nurture relationships, and ultimately close deals. With this strategic approach, businesses can ensure they're not just participating in trade shows but truly succeeding at them.
Comments