This blog was written by Setup’s Business Development + Marketing Associate, Alexis Quarcoo.

After years of lockdown, restrictions have alleviated and trade shows have returned. For some salespeople, this is an exciting chance for them to get out of the office and into the field, and for others this could trigger some anticipatory anxiety. 

Regardless of where you fall on that spectrum, trade shows can be overwhelming and Setup can offer you tips on how to tackle a trade show in order to return to your company with qualified leads.

Tip #1: Spend time preparing before the show. 

Trade shows are filled top to bottom with booths, customers, well informed employees, and salespeople. Get ahead of the curve by coming to the trade show knowing exactly where you need to go and who you need to speak to. 

Normally trade shows have a list of the companies that are attending and a map of the show layout. Knowing exactly where to go can save you so much time when navigating the overwhelming terrain of trade shows. Additionally, being able to name drop a familiar employee or recent campaign to a prospect definitely increases your credibility, memorability, and shows that you are serious.

Additionally, there are other ways to come prepared for a trade show. 

Those include: 

1. Bringing business cards 

2. Preparing a clear and concise pitch

3. Listing FAQs and answers to those questions

Tip #2: Understand nuances. 

This tip takes a little bit of self awareness and room reading. Body language and levels of engagement in conversation with others are cues for you to gauge whether someone is truly interested in what you have to offer. A large number of trade show attendees are salespeople who are extremely busy. When speaking to them, if they seem disengaged or standoffish, kindly give them your card, see if you can confirm that the contact information you have for that company is correct, and save your time and pitch for the people who are actually interested. 

Watch this Ted Talk for a more detailed explanation on how to read body language:

Tip #3: Be interested, not interesting.

When you’re talking to a prospect at a trade show it's more effective to start a conversation with them instead of just saying your pitch, exchanging cards, and leaving. Turn the focus towards the prospect. An easy start to a conversation is asking questions and identifying what their needs are and then evaluating if those needs align with anything your company provides.

Tip #4: Exude confidence!

People may not be able to smell fear, but some can definitely catch a vibe.

The first trade show I attended I was really nervous, admittedly. During the time I spent at the show, however, I became increasingly more confident and I could actually see a difference in my conversations. Prospects were reacting to my confidence as a sign that I knew what I was talking about and wasn’t wasting their time. You know your stuff, but people won’t believe you if you don’t believe it yourself.

Confidence also goes hand in hand with your levels of preparedness. 

To feel secure, come prepared with your pitch, examples of leads that you have helped, and an idea of who you will talk to throughout the show.

Trade shows are valuable for anyone looking to build relationships in their industry or to see the latest innovations. They are especially crucial to Business Development roles. Trade shows provide exposure, experience, and a look into industry innovations. It is absolutely normal to have some anxiety when going to a trade show, but if you prepare effectively, portray confidence, and embrace the experience, trade shows can be incredibly rewarding for your company and for your professional development.