So you’re about to hit your first trade show as a B2B salesperson. How do you stand out in a sea of booths and business cards (if anyone is still carrying those)? Don’t be just another face in the crowd by using this b2b sales tradeshow guide. Here’s a stat to get your blood pumping: according to a recent study, 81% of trade show attendees have buying authority (Source: CEIR – The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget). That’s a huge opportunity. And I’m here to help you seize it with both hands.
B2B Sales Tradeshow Guide
Build Your Pre-Conference Prospecting List
Start strong by creating a solid list of prospects before the conference even begins with this b2b sales tradeshow guide. Most trade shows will offer a list of attendees, or use tools like ZoomInfo. Don’t wait until you get there to start connecting—begin now. Research the companies and people attending. Find those that align with your ideal customer profile. Narrow it down to those who would benefit most from what you’re offering. This isn’t a numbers game; it’s a precision game.
Use Email Automation to Set Up Pre-Conference Meetings
Once you have your list, it’s time to reach out. But don’t just send any email. You want to set up meetings ahead of time, and popUP Email Automation can help you do just that. Use popUP to craft personalized emails that don’t just introduce who you are but offer a compelling reason to meet. Maybe it’s a demo of your latest product. Maybe it’s a free consultation. Whatever it is, make it valuable.
Include time slots for them to book a meeting directly with you. Make it easy for them to say “yes.” Integrate a scheduling tool link like Calendly within the email so they can book with a click. And don’t be afraid to send a follow-up a few days later. People are busy—sometimes, a gentle reminder is all it takes.
Post-Show Lead Follow-Up Strategy
You’ve worked hard, you’ve gathered leads, and now you’re back in the office with a list of potential clients. Don’t let those leads go cold! This is where many new salespeople drop the ball, but not you. Start by organizing your leads into categories: hot, warm, and cold. Hot leads are those who expressed direct interest; warm leads are those who showed some curiosity but didn’t commit; cold leads might not have seemed interested, but they’re worth one more try.
Set Up a Post-Show Email Process with popUP
Begin with your hot leads. Use popUP to send a tailored follow-up email within 48 hours of the trade show. Thank them for stopping by your booth. Personalize it from your notes and mention a detail from your conversation to show you were paying attention. And give them a clear next step—a link to schedule a deeper conversation or a demo.
For your warm leads, create a sequence. Start with an email that reiterates the value you offer, maybe link to a whitepaper or a relevant case study. Follow up again in a week with a different angle—perhaps a video or a recent blog post that addresses a common pain point in their industry.
For your cold leads, a softer touch works best. A friendly “Just checking in” email, possibly with an educational resource they might find interesting. Or an invitation to join your company’s newsletter for industry updates. Keep it light but still professional.
Decide on the Frequency and Volume of Your Emails
How often should you email? There’s no one-size-fits-all answer, but a general rule of thumb is to send no more than two emails per week to any one lead. Start with a couple of follow-ups in the first week. If there’s no response, give it a little more time before sending the next one. For products that have a longer sales cycle, let’s say >5 months, you might want to wait a week or two to follow-up. Experiment and find what works best for your audience, but remember—consistency is key. Don’t give up too soon, and don’t feel like you are bothering people. I can’t tell you how many times people have responded apologizing saying they are busy but they are glad I continued to follow up.
When Email Doesn’t Work, Pivot to LinkedIn
Sometimes, emails just don’t cut it. That’s where LinkedIn comes in. Follow up with a personalized connection request. Reference the trade show and your previous communication. Keep it light, but make sure your profile is polished and reflects the value you bring. And once you’re connected, don’t just pitch—engage. Comment on their posts, share relevant content, build a relationship.
Pick Up the Phone
Yes, really. The phone is your friend. If you have a lead’s number, don’t be afraid to call them. Many new salespeople hesitate to pick up the phone, but remember, the worst they can say is “no.” Keep it short, sweet, and to the point. Remind them who you are, reference the trade show, and give them a reason to keep talking.
Boost Response Rates with Compelling Content
Make your emails educational and efficient. Include time slots for booking meetings, offer educational resources like a link to a whitepaper, or direct them to a YouTube video explaining a unique value proposition. Give them a reason to engage. And always make it easy to respond. Simple, clear calls to action are your best friends here.
B2B Sales Tradeshow Guide
You’ve got this! With the right preparation, follow-up strategy, and tools like popUP Email Automation, your first trade show will be a huge success. Don’t just sit back and hope for the best—take action, stay organized, and keep engaging with those leads until you get results.
Remember, every “no” brings you one step closer to a “yes.” Let’s get out there and make it happen!