Trade shows are back in a big way. In a world still finding its rhythm post-pandemic, these events are more relevant and potentially profitable than ever. And yet, for every story of leads converted and partnerships formed, there are at least as many about wasted time, blown budgets, and exhausting days that yield little return.
Mark Hunter and Meridith Elliott Powell, hosts of the Sales Logic Podcast, walked through the secrets and pitfalls of getting real ROI from your next trade show. Their advice cuts through the hype and gives you a playbook for maximizing results.
Strategy Begins Before the Show
You can’t wing it. The most successful trade show starts long before you ever step onto the convention center floor.
“Far too often we have no strategy or no plan when we go into a trade show,” Mark explained. You have to know both why you’re investing in this event and who you want to meet. It’s tempting to try connecting with everyone. But targeted outreach is where the magic happens.
Set meetings before you go. “Start filling your calendar with existing customers, prospects, and people you want to meet before the trade show begins,” Mark advised. The goal: step on-site with a clear plan in hand.
Face Time Still Wins
“Trade shows are probably more important than they have been in a long time,” said Meridith. In-person connections can’t be replicated virtually. Whether you’re introducing new products or simply strengthening relationships, the right face-to-face conversation pays off.
One of the overlooked moves? Hosting small events—mixing prospects with happy customers over dinner, breakfast, or a casual lunch. “Your customers will do the selling for you,” Meridith shared. “Find a way to let them interact.” A strategic breakfast at the start of the event, Mark added, can make all the difference.
This Is Not a Team Bonding Trip
Mark confessed a pet peeve: “I hate it when I hear we’re sending four or five people to this trade show, and all they do is hang out together.” The fastest way to waste a trade show is to treat it like a team bonding trip. Instead, split up and maximize your exposure.
Another opportunity many miss? The other vendors. Your competitors likely aren’t the ones sharing the show floor with you. Build partnerships, make referrals, and capitalize on downtime by connecting with fellow vendors.
And remember: breakouts and workshops are where key decision-makers gather. Arrive early, sit up front, and use those sessions to spark meaningful introductions.
Follow Up Is Where ROI Happens
“Before you leave the trade show, your next meeting should already be set,” Meridith insisted. She advised sellers not to put the hard press on during the show. Instead, focus on meaningful connections, set a follow-up appointment, and move the sale forward after the event.
Here’s Mark’s advice: “Don’t wait two weeks to follow up. You’ve got to be rapid.” Waiting even a few days means you’ll be forgotten among a sea of other salespeople. Quick, personalized follow-up is non-negotiable.
Not all leads are equal. Sort your contacts into A, B, and C lists; those likely to close get priority. “You want to put your focus on the key people that you feel are the best potentials to be the decision makers,” Mark highlighted.
Make Your Booth Stand Out
If you’re investing in a booth, make it count. “Think about your swag and how it connects to your product or service,” Meridith said. Avoid doing what everyone else is doing. Better yet, don’t rely on swag at all.
Mark suggests, “Do not stand in the booth, get in the aisle. You want to have conversations with people in the aisle.” Crowds attract more crowds. A simple, lively conversation in the walkway pulls people in more effectively than any giveaway item.
And stay until the end. The final hours often yield the best opportunities, as buyers finally make their decisions.
Work Your Existing Customers
Your best prospects may come via your existing customers. Leverage those relationships for referrals and warm introductions. “The more you hold on to existing customers, the more they will refer you new business,” said Meridith.
The Lightning Round: Top Trade Show Mistakes
Want the quick-hit list of what not to do? Here are Mark and Meridith’s top trade show mistakes:
- No pre-show outreach—missing early connections.
- Not following up fast—delays kill deals.
- No defined metrics for success or ROI.
- Hanging out with coworkers instead of prospects.
- Bringing teammates who don’t know your story or how to engage.
- Staying in the booth—get into the aisle, create a crowd.
- Treating the show as a one-off event, not a long-term strategy.
- Skipping breakouts where decision-makers gather.
- Being too slow on the follow up.
- Not scheduling meetings with prospects ahead of the show.
- Failing to debrief and improve for next time.
- Spending meals with your team instead of customers.
- Attending the wrong trade show, where your market is absent.
- Sponsoring before you’ve walked the show to assess fit.
Trade shows are hard work, but approached deliberately, they can deliver exceptional results.
Recommended Reading:
Never Lose a Customer Again by Joey Coleman—a must for anyone wanting to master customer relationships and referrals.