Conferences and trade shows can be a goldmine. These events bring together prospects, existing customers, and potential partners all under one roof. However, many sales professionals fall into the same routine: staff the booth, make small talk, answer questions, and collect contact information. Follow these best practices to win at conferences:
Pre-Conference: Where Success Really Begins
Pre-Book Meetings with High-Value Prospects
Request the attendee list from event organizers as early as possible
Research companies and identify decision-makers attending the event
Reach out via personalized LinkedIn messages or emails 2-3 weeks before the event
Map Out Your Strategy
Set clear goals for the number of meetings, leads, and potential partnerships
Research all speaking sessions relevant to your industry or solution
Identify competitor booths worth visiting
During the Conference
Stand out from the crowd. We used a pilot mannequin that drew more visits than surrounding booths. Invest in unique booth elements that capture attention
Offer memorable swag. Focus on practical items prospects will use daily to keep your brand visible. We noticed many parents attend these events, so we gave out stuffed animals.
Perfect your demo strategy. Prepare multiple versions (30-second overview, 2-minute highlight, 10-minute deep dive) to match different prospect interests.
Utilize digital business cards for easy contact sharing. We used a QR code that, when scanned, brought users to our SendKits page where we captured emails, shared contact information, and created a resource for prospects to revisit post-conference.
Post-Conference Follow-Up
Send personalized messages within 24-48 hours while you're still top-of-mind. If you kept notes for each contact, reference specific conversation points such as use cases, challenges, and objections.
Utilize a personalized SendKit to organize all follow-up materials in one branded microsite.
Add new contacts to appropriate nurture sequences. Schedule check-ins at strategic intervals and share relevant content based on documented interests.
With proper preparation, intentional networking, and systematic follow-up, you can transform conferences from exhausting networking events into powerful sales accelerators. Enjoy the process and show up with genuine interest in others to create meaningful business relationships that extend well beyond the conference floor.
