With trade shows accounting for 40% of B2B marketing budgets and 81% of trade show attendees having buying authority, the opportunity for sales success is tremendous.
However, our recent survey of sales professionals revealed persistent challenges that prevent teams from maximizing their trade show ROI. Let's explore the four biggest obstacles facing sales teams and concrete strategies to overcome them.

1. The Decision-Maker Dilemma
The Challenge
Our analysis of conference and trade show challenges revealed that connecting with decision-makers is the most frequently mentioned challenge across all roles. Despite the high percentage of attendees with buying authority, sales teams struggle to identify and engage the right contacts among thousands of attendees.
The Impact
With the average exhibit cost ranging from $10,000 to $30,000 per booth, failing to connect with decision-makers means significant wasted investment. Additionally, 77% of executive decision-makers find at least one new supplier at shows – but if you're not effectively targeting them, that supplier won't be you.
The Solution
Start by leveraging pre-show intelligence to identify and prioritize key decision-makers.
Create a targeted outreach strategy that includes:
Pre-show LinkedIn engagement and personalized email outreach
A focused booth visit strategy based on decision-maker schedules
Clear qualification criteria to quickly identify authority levels
Digital tools to track and optimize your targeting efforts
2. Quality Over Quantity: The Engagement Challenge
The Challenge
Our survey found that "quality of interactions" ranks among the top three challenges for sales professionals. Many reported frustration with superficial engagements and difficulty moving beyond basic product discussions.
The Impact
Consider this: 51% of trade show attendees request that a sales representative visit their company after the show. However, only 6% of marketers believe their company converts trade show leads effectively. This massive gap represents lost revenue potential.
The Solution
Transform your approach to trade show conversations by:
Preparing detailed prospect research before each planned interaction
Using technology to capture and organize real-time conversation insights
Developing a questioning strategy that uncovers genuine business needs
Creating a systematic approach to qualify opportunities during discussions
3. The Follow-Up Failure
The Challenge
Our research shows that 40% of exhibitors wait three to five days after a trade show to follow up with their leads. By then, the momentum from face-to-face connections has often dissipated.
The Impact
When you consider that converting a trade show lead is 38% less expensive than relying on sales calls alone, poor follow-up represents a massive missed opportunity. The key to success lies in immediate, systematic follow-up while your conversations are still fresh in prospects' minds.
The Solution
Implement a systematic follow-up process that includes:
Real-time lead capture and qualification during the show
Automated but personalized follow-up sequences
Multi-channel engagement strategies (email, LinkedIn, direct mail)
Clear ownership and accountability for lead follow-up
Technology solutions that eliminate manual data entry
4. The ROI Measurement Gap
The Challenge
Despite trade shows representing a significant investment, many sales teams struggle to measure and demonstrate ROI effectively. This challenge has become particularly acute as leadership demands clearer justification for trade show spending.
The Impact
Without clear ROI measurement, companies risk:
Underinvesting in profitable trade show opportunities
Continuing to attend shows that don't deliver value
Failing to optimize their trade show strategy
Losing budget for future trade show participation
The Solution
Implement a comprehensive measurement framework that tracks:
Pre-show engagement metrics
On-site meeting quality and quantity
Post-show pipeline development
Revenue attributed to trade show interactions
Cost per qualified opportunity
Long-term customer value from show-sourced leads
Looking Ahead: The Evolution of Trade Show Success

The most successful sales teams are embracing a more sophisticated, data-driven approach to trade shows by:
Leveraging technology to streamline lead capture and follow-up
Using data to inform targeting and engagement strategies
Implementing systematic processes for pre-show planning
Measuring and optimizing their trade show ROI
With proper planning, execution, and measurement, trade shows can deliver exceptional returns. Among Fortune 500 companies, 14% report achieving a 5:1 return on their trade show investments. By addressing these four critical challenges, your team can achieve similar results.
Ready to transform your trade show strategy? Contact LTOÂ to learn how our solutions can help you overcome these challenges and maximize your trade show ROI.