Sometimes we don’t go to a trade show to buy, but to sell!! Given their commercial nature, trade shows are ideal places to find a high concentration of specific customer profiles who may be interested in our product. But it’s not enough to just show up and hand out flyers, you need to have a well-defined strategy and prepare to proactively, effectively, and persuasively engage with potential customers. Here are 7 tips on how to prepare for a trade show visit to sell your product:

From the list of exhibitors, select the companies that interest you. Research those companies and the directors who may be the decision-makers in your business area. Find out what their goals, challenges, products, and services are, and how your product can help them. Take advantage of the networking opportunities that the trade show offers, such as lectures, workshops, booths, and parallel events. Introduce yourself in a friendly and professional manner, and show your interest in the work of the professionals in that business area. Prepare a very short and clear pitch about your product and how it will help solve the company’s problems (problems identified in point 1). Focus your speech on the benefits and solutions you can offer to the people you are talking to, not just the features of your product. Establish credibility by mentioning successful cases, satisfied customers, awards, or recognitions that your product has received. Don’t take too long, suggest an easy and convenient next step, such as exchanging cards, sending an email, scheduling a meeting or a demonstration of your product. Keep in touch after the trade show by sending personalized and relevant messages that reinforce the value of your proposal and generate curiosity about your content. Effectively follow up on leads generated at the trade show, monitoring their level of interest, qualifying them, and giving them as much added value as you can, even before converting them into customers.

Stay strong and disciplined, as this process can take months or even years.