Get the most out of your participation in trade shows and industrial exhibitions, and make sales

Make your presence at industrial and trade shows profitable

Participating in an industrial or trade show as an exhibitor is a good way to get a feel for the market, meet potential customers and future partners and increase your sales.

However, for the resources and money invested in an industrial show to pay off, you must prepare in advance and have effective follow-up tools.

The good exhibitor is not the one who has simply been to several industrial shows, but rather the one who knows how to optimize his/her presence at such events. This is also true if you are a visitor to a trade show.

In this training course, our experts will share with you their tips for becoming an effective and efficient exhibitor.

Become an effective trade show exhibitor

This training course will provide you with tips and practical tools to organize your presence at a trade show, thus allowing you to focus your efforts at the right place and increase your chances of meeting future clients and making sales. This training is intended for:

  • Business leaders and managers
  • Sales and marketing managers
  • Company representatives at industry shows and fairs

After the training, participants should be capable of:

  • Better defining their objectives when participating in a trade show
  • Properly selecting their trade shows
  • Improving their sales approach to potential clients
  • Having the tools to prepare adequately and be more efficient

Please note that CQI is accredited by Emploi Québec under the Act to promote workforce skills development and recognition (1% Act). Accreditation number: 0057567

Stand out at your next industry show

Participating as an exhibitor in a trade or industrial show is a very powerful marketing tool for meeting potential customers and developing new markets. However, it is a tool that requires a lot of effort and resources, if only to set up and run the booth. A trade show project requires several months of preparation. A well-planned fair can be organized up to twelve months in advance. In his/her training course, our expert will outline the different steps and elements to keep in mind when participating in an industrial show.

Step 1
Setting your exhibition objectives

There are many advantages to participating in an industrial show. You can increase your visibility in your sector of activity, gather strategic information, conduct field market research, find new customers and business partners, meet suppliers, etc. But what result do you want to achieve more specifically? Is having a booth at a trade show the right tool for you? Could you still achieve your goals by simply attending as a visitor? An industry show is a tool. The decision to participate or not should be made according to your business development strategy and the objectives set forth in your strategic business plan. Our trainer will first invite you to think about these aspects.

Step 2
Targeting your audience and selecting the show

It is also important to identify your target audience, as this will influence your choice of trade show. For the same sector of activity, there are all kinds of industrial fairs, but they target different audiences. Our expert will show you how to select the right trade show and identify your target audience.

Step 3
Designing and transporting your booth

At the show, you will also want to make a good impression. Does your booth reflect the professionalism you want to convey? Is it designed to facilitate meetings with potential clients? Have you thought about transportation and customs? These are all elements that will be discussed in the training, with many examples of what to do and what not to do.

Step 4
Qualifying customers and selling

Who will be at the show? It is important that each member of your team on site has a well-defined role. Who will make the approach, who will give technical information and who will close the sale? Qualifying visitors quickly will be essential to avoid wasting your time with people who are not part of your target clientele. Our trainer will provide you with some tips on how to do this.

Step 5
Creating your marketing and promotion

When you are participating in a trade show, it is important to let your potential customers and partners know. In the training, our expert will give you tips on how to liven up your social media in preparation for a trade show and make personalized invitations to key players. Also, what documents will you hand out on site or send back? We will see what promotional tools you should have.

Step 6
Doing post-fair follow-up

A well-organized trade show, with the right strategy and follow-up, can pay off! If your visitors are well qualified during the fair, you can collect a great number of leads. Our trainer will show you how to develop effective tools to collect information on site and to follow up with the potential customers you met upon your return, so that you don’t miss any sales!

participating in well-prepared industry trade shows: a guarantee of a successful harvest!

Attending a trade show is a big investment. As important as buying a new machine or hiring an executive, the trade show must be planned to achieve profitability. So, we need to ask ourselves if we are doing it for the right reasons, if it is part of our goals or strategic planning and, most importantly, if we have the time and resources to prepare properly. If the answer is yes to all of these questions, go for it! Keep in mind that a well-organized fair, with a proper strategy and follow-up, can pay off big time! Maybe not immediately, but certainly in the medium term. And, with CQI, you will be well prepared for your next trade show and be able to approach your target market properly! Remember: CQI can assist you at every step of your international expansion project and help you put everything in place, in collaboration with your team. This is what we call our Horizon 360TM Export Coaching Program.

Need help to prepare for

an industrial fair and do your post-show follow-ups?

Contact CQI