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 conference
Research speakers, 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 and study their profile image so you are able to spot them in the crowd at the event
Be prepared with conversation openers for your key contacts so when you are able to strike up the conversation you're able to generate the outcome you desire.
Pro Tip: Most conferences don't release attendee lists anymore, making pre-show targeting challenging. LTO's custom-curated attendee and exhibitor lists help you identify and connect with the right decision-makers before the event begins.
2. Focus on building relationships, not just pitching
Use the conference 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 how you're routing your day
Know who you're targeting and where they are going to be.
Are they speaking? Note the session time and place and make sure to attend so you can personalize your LinkedIn connection request to reference what you enjoyed about their presentation. This tactic is one of the best ways to start a get them to accept your connection request.
Are they exhibiting? Make note of where their booth is located and the names of the contacts you want to speak to so you're able to ask for them by name when you approach the booth.
Be prepared with a system to track your interactions and next steps. Once the momentum builds and conversations are happening it's easy to lose track of key insights from the conversation...it's even harder to piece it all together when you're back at your desk a week later!
Pro Tip: ShowScout helps you stay organized and strategic at conferences by tracking your target conversations, capturing detailed notes through voice memos, and ensuring no valuable connection slips through the cracks. Whether you're attending sessions, networking at happy hours, or walking the exhibit hall, you'll know exactly who you need to connect with and why.
4. Follow up effectively after the event
Reference personal details from your conversations. Grabbing a selfie with the contact and add it to your follow up message to increase your chances of a reply
Follow up promptly while you're still fresh in their mind and be prepared to follow up many more times. The post-event crash is real for anyone who was at an event. Playing catch up and getting back into the swing of things takes time so don't assume a contacts lack of response means they're not interested.
Make sure you get all your conversations into your CRM and attributed to the event so you can track the ROI for this event as prospects progress through your sales pipeline. In B2B a casual conversation can turn into a deal a year later. It's critical to know the source of that first touch so when budget season comes around you can allocate funds to the events that are ultimately driving revenue.
Pro Tip: Don't let post-show overwhelm derail your momentum. Our done-for-you outreach service handles all your follow-up, launching personalized sequences based on your show conversations while you focus on getting back to business. Let our expert team keep your opportunities moving forward while you catch up on everything that piled up during the event.
5. Measure ROI over the full sales cycle
Track key engagement metrics beyond a basic badge scan or contact added to the CRM. Measure meaningful meetings booked, deals progressed, and actual revenue generated from show-sourced opportunities. These concrete metrics help justify future conference investments.
Don't underestimate total investment costs. Factor in all expenses including travel, lodging, booth fees, personnel time for prep and follow-up, and marketing materials. Understanding your true cost per opportunity helps optimize future event selection.
Use performance data to guide which conferences are worth attending. Which conference delivers the best-qualified leads? Where do you see faster deal velocity? Let ROI metrics inform which events deserve your time and budget, rather than attending shows out of habit.
Don't forget, the integration of sales and marketing efforts is crucial for conference selling 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 conferences from a necessary expense into a powerful growth driver. Success at a conference 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 conferences but truly succeeding at them.
Have questions about your trade show strategy?
Book a complimentary strategy session
Join LTO founder Alison French for a complimentary 30-minute strategy session. She'll help troubleshoot your approach, share what's working for other companies, and brainstorm solutions you can implement with your current resources.
