Developing contacts and customers abroad can be an expensive and time-consuming process, particularly if you’re starting from scratch. The appeal of investing your resources and energy in a single event – where hundreds or even thousands of potential customers might be in attendance – is obvious.

However, attending a trade show is no sure-fire way to win new business – the wrong show, or the wrong approach, can prove very expensive without delivering any real return. That’s why it’s important to prepare properly, to conduct yourself effectively while there, and also capitalise on opportunities effectively.

Selecting the show
Your first challenge, of course, is to select the right event to participate in, either as a visitor or exhibitor. When you begin researching the trade shows in a given market, it’s easy to be overwhelmed with statistics – the size of the exhibition space, the volume of visitors, and the number of countries represented. All of these numbers are selected and publicised to impress. Just remember the maxim of quality over quantity, and how it applies to such events: you’re far better off meeting five strong potential customers then twenty disparate individuals with no interest in your product or service.

Trying to find an event that offers quality contacts can be difficult. It is usually helpful to make contact with show organisers to find out more about which specific sectors the event is targeting, what companies are represented, and what companies are expected to attend. In some cases, organisers will be able to tell you about the companies that exhibited or attended previous events as delegates – remember, it doesn’t hurt to ask.

You can also tap your professional contacts, both at home and in-market, for advice. Even if they haven’t attended themselves, an individual in the sector may well have an informed opinion about an event and how it’s perceived in the market. UK Trade & Investment (UKTI) also supports participation in a range of reputable trade shows and fairs – you can download a calendar of these from the UKTI section of the gov.uk website.

Preparing your presence
If you are exhibiting at an event, this entails a significant investment – not just in floor space but in designing and constructing a stand, keeping the stand adequately staffed, and the cost of transporting everything over. To maximise your return, you will need to think about the overall impression you want to create, the products and services that you most want to highlight, and what unique selling points will make you stand out in the crowded hall. This should inform the design of your stand, the marketing materials you will prepare or bring, and even how your team dresses for the event. You may be working with a small space and a modest budget, but push yourself and your colleagues to create an impactful event presence.

Self-preparation
Whether you are attending as an exhibitor or a delegate, you should set goals for what you want to achieve from the event. This can include specific companies or individuals you want to meet, the number of solid sales leads you expect from your stand, or a more general type of connection (distributors, potential partners or direct buyers) that you are looking to make.

In any case, identifying your goals will allow you to lay the groundwork effectively.

Before the event, try to obtain a list of attendees and/or exhibitors. Do as much research as possible on the companies and individuals that will be present, and reach out to firms fitting your target criteria to set up a meeting. Some firms and people will be eager to set a specific day and time to meet, while others might simply ask you to visit their stand, perhaps giving a rough idea of what time would be best. This reaction is not a brush-off: having a detailed schedule for an event doesn’t suit everyone, especially when meetings can overrun or be missed.

You and your team should know your company’s 30-second introduction, explaining what you offer and how that adds value. If possible, run through the kind of questions that you’re likely to be asked by people, and agree on the most appropriate response. Also ensure that you bring plenty of business cards and a pen. Unless otherwise stated, professional attire is expected. If you are operating a stand at the event, create a roster for team members to man the stand and ensure that it isn’t left abandoned.

Many trade fairs also feature a programme of seminars or talks on relevant topics in the market. Depending on the structure of the event, this can create an opportunity to network with people interested in the same issues. However, you will probably be able to find out about a given topic after or before the event – so think twice about using your limited on-site time on attending seminars unless the topic is very relevant to you. If you wish to attend, pre-registration is often required. Some larger exhibitors – and the event organisers themselves – may organise social or networking events outside the official hours of the trade fair. Attending is a valuable way to make new contacts if you’re not too worn out: before the event, research the out-of-hours events that are taking place and pre-register if required.

At the event
When you arrive at the event, natural shyness or the sight of old colleagues might tempt you to spend your time talking to people you already know. While there’s value in keeping these connections going, you’re also here to meet people for the first time and win new business.

Depending on the local business etiquette, you may need to be forward, introducing yourself and visiting stands. Make sure to acknowledge people and maintain a positive, interested body language. It’s easy to forget when you’re in a business development mindset, but listening carefully and showing interest is often the most positive message you can send about your company. Aside from showing that you’re interested in the issues faced by potential clients or partners, you’ll glean a lot of information from a relaxed conversation that can open doors later on. If you’re starting to get too tired, take a break – missing out on a few stand visits is better than giving offence by seeming disinterested.

When you’re making new connections, remember that the people you speak with are also here to sell and make contacts beside yourself: it’s inconsiderate to monopolise them. If an unplanned conversation generates something that you’d like to explore in depth, such as a product you can offer or an opportunity to collaborate, then try to make an appointment where you can both sit down to discuss it – a working meal or an after-event coffee can all help to advance a potential deal.

Continually assess how you’re doing against your pre-event goals, and make some time where you can sit down with the team to evaluate how things are going: most events take place over a few days so, if you need to make a subtle change to your company’s pitch or an extra effort to connect with a particular type of firm, this ongoing assessment will allow you to do so.

After the event
You should touch base with any contacts you made soon after the event. Even if you see no basis for a sale or collaboration with people, a LinkedIn message or email thanking them for their time, wishing them well and showing that you remember them will create a positive impression.

Of course, recalling conversations when you’ve collected a hundred business cards can be a challenge – that’s why prompt follow-ups are essential. If you struggle to link faces and names, consider making notes during the event itself – after collecting five cards, for example, you can go somewhere quiet and jot down highlights of each conversation on the relevant card. This will help to jog your memory when you sit down to write follow-ups. In truth, if the event has gone according to plan, you’ll be only too eager to follow up on potential opportunities as soon as you get home. Just make sure that you and your team make time to do a thorough debrief once everyone has settled back into work – even after the most successful event, you will probably think of ways to improve your performance for next time.

UKTI ASSISTANCE
The UKTI Tradeshow Access Programme
(TAP) provides grant funding for eligible businesses to attend overseas trade shows on the agency’s approved event calendar.

Grant funds must be matched by a company’s own expenditure on direct event-related costs, such as renting or constructing a stand. Small or medium-sized UK enterprises, UK universities, UK government funded centres of higher or further learning and UK government funded research organisations are eligible under the scheme. You can find out more about the TAP terms and conditions in the UKTI section of the gov.uk site, or contact your local UKTI International Trade Team for more advice.