I’ve worked trade shows from both sides, as an exhibitor and as an attendee. Both have their pros and cons but both bring with them pressure to meet people and ultimately get something from them.
And if you’re like me, standing in a room full of people and chatting with everyone doesn’t come naturally. Even after more than 15 years of trade shows, I still wrestle with my own insecurities to get out there and do it.
The funny thing is that when it’s all over, I’m glad to have gone through it and thankful for the people I’ve met or reconnected with. So here are my survival tips that can help you make the best of your next trade show or networking event.
Prep Prep Prep
Showing up without doing any sort of prep work will make the event long and exhausting. Give yourself time to do the following things ahead of time and you’ll stress less and walk the show with a purpose instead of aimlessly walking the halls.
Identify who you want to see
There are benefits to walking around and finding new people or companies at an event but you don’t want to do that the entire time. Start with existing contacts and set up some meetings with anybody you know who is attending the same event.
If it’s a trade show, look through the exhibitor list and try to connect with key people at the companies you wish to meet with ahead of the show. If it’s a networking event, research who else is talking about the event and get into the conversation. It will be easier to talk to people if you’ve already met online.
Find events within the event
The crowd is walking the show floor but most trade shows have afterparties, breakfasts, and other small events within the main event. These sub-events could include speed networking, meetups for people with similar roles, or gatherings to discuss the very problems your business solves. Go through the schedule for the show and find the things that interest you.
Practice what you will say
This is especially vital if speaking to others doesn’t come naturally. Work on some conversation points in advance of the show. These could depend on where the show is happening (Las Vegas, golf course, manufacturer’s headquarters, etc.), the time of the year, or the main industry or theme of the event.
You should also understand your goals at the show and tailor how you introduce yourself and what you do to others. If your goal is to capture leads, you have to eventually share what you do and how it benefits the person you’re speaking to.
Pack early and think ahead
You’ve got an early flight and leave the packing until the evening before when you should be getting ready for bed. Trust me, I’ve been there. Now, I avoid that as much as possible.
As far in advance as you can, figure out what you’ll need to pack for the trip and do your inventory. Make sure to allow time to get a haircut, dry clean a suit, or buy new shirts or outfits if you’d like.
Pack your clothes early the day before, maybe even consider not going to work before your flight or at least leaving the office early. Leave only the toiletries you’ll need in the morning out and pack those after your morning routine.
Know When to Step Outside
Many people go wrong when the day comes because they feel like they have to make the most of every minute of the day.
While a networking event means you have a set amount of time to work a room, it does not mean you have to spend every moment chasing after leads and trying to have a conversation.
Time can go fast at these events. Give yourself 2, maybe 3 hours to walk and meet people. Depending on your comfort level, you may need to cut that down to only one hour.
Once you hit that milestone, walk away from the noise and recharge. Grab some trail mix or almonds with a cold drink away from the noise inside the show floor. If your car is parked at the show, you might even take a power nap.
After that, get back in there fully refreshed and ready for a new round!
Don’t Wait to Follow Up
Following up is where many go wrong. It used to happen to me all the time. You finish the event and get back to work after the weekend. It’s Monday, perhaps you missed a few days because of the show, and now you’re behind.
You prioritize all the things you missed while attending the show and before you know it, it’s the end of the week and you’ve yet to follow up. Now your leads are getting cold.
I try to follow up the day after the show preferably, especially if it’s a Saturday or Sunday. If it’s a weekday, I consider myself still “out of office” until I’m done with show follow-ups. This gives me a day for following up before I start to worry about everything I missed.
Now, Go with Confidence
Follow these tips and enjoy the next event you attend. Don’t be hard on yourself if you don’t speak to as many people as you thought you would or you don’t get as many appointments as you wanted. Take it one event at a time and you’ll see yourself getting better.
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Your friend,
Jose