April 2023, Business

Trade Show Tips

April 3, 2023 | by Barbara Schumann

Making the most of your trade show experience

The global pandemic changed how organizations approach trade shows, and it should change how attendees approach them as well. One of the biggest takeaways is the importance of having a solid working relationship with your suppliers. When you are shopping for a brand, you are shopping for the vendor-client relationship. It is no longer about what they promise for product performance but, more importantly, whether they will stand by you in challenging times.

“Attending an in-person trade show can be a great way to build relationships and make connections in the industry.”

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People always ask me, “How do I pick a line to use in my clinic?” Attending an in-person trade show can be a great way to build relationships and make connections in the industry. Here are some tips to help you get the most out of your trade show experience:

Approach each booth like an interview; you are picking a company to work with. Are they attentive? Do they take your questions seriously? Are they over-promising? Will they prioritize our partnership when I need it most? Follow your gut; you are about to spend money. It is an investment in your business, and it is an investment in your vendor relationship. The relationship you have with your clients is based on trust that you have their best interest at heart and should feel the same as when “interviewing” a potential partner.

Do your research. Before attending a trade show, make sure you know what it’s about, who’s attending, what kind of products or services will be featured, and any other pertinent information. This will help you plan your approach and make the most out of the event.

Set your goals. What do you hope to get from the trade show? Are you looking to meet potential partners, purchase equipment, or build relationships? Make sure you have a plan and goals in place before you attend.

Network, network, network. Don’t be afraid to make conversation and introduce yourself to other people. You never know who you might meet or what opportunities they might be able to offer.

Follow-up. After the trade show, make sure to follow up with the people you met. Send out emails, thank you notes, or even pick up the phone and call them. This will help you build relationships and keep your name top-of-mind.