Going to your first international industry trade show is a rite of passage (of sorts). You and your company are no longer playing in the kiddie swimming pool of just your home market; now there's a lot more space, more players and more risks. Here's some advice on how to make the most out of this opportunity while still playing it safe: 

 

Before You Go… 

 

Preparation for the trade show begins weeks and often months in advance. Always try to get a copy of the attendee list ahead of the show. Make contact with those people you want to meet. Ideally your schedule should be full morning, afternoon and evening talking to prospective clients, partners and suppliers. Depending on which country is playing host to the show, you may also want to meet with local and national government officials in key ministries related to your industry. This is more useful particularly in developing countries. Especially if you are not exhibiting, you may want to pay for a suite in the main hotel so that you can privately meet with people in a comfortable living-room-type setting.

 

An easy trap that you should avoid is Chinese IP piracy. If your company is interested in entering the Chinese market or already operating in the Chinese market, it is very important that you register your key intellectual property in China ahead of any international trade show. This is because China is a First-to-File registry, and less-scrupulous Chinese companies will canvass a trade show looking for companies' trademarks they can register in China. When the unsuspecting company goes to do business in China, they find out that they can't use their own company or product names because another company owns the trademarks and will only let them us the trademarked names at a high price. Trademarking is a small cost for peace of mind. 

 

At the Trade Show 

 

Widen your reach by meeting lots of people (between scheduled meetings) and finding out what they are trying to get out of the show. Make sure to tell those you meet what types of people you are seeking. This way, people you have just met can be sending you business leads and you can be reciprocating. Bring lots of business cards and have them printed on the back with your information in the local language. Depending on how many attendees will speak your language, you may need to arrange for a translator to accompany you during the show. In the right circumstances, this may greatly improve your trade show outcomes.

 

For Americans, an international forum also means that it is time to slow down. Americans are used to making deals very quickly. The rest of the world wants to know the players better before even beginning to talk about business details. Be ready to spend more time socializing than at a purely domestic American-focused trade show. 

 

After the Trade Show 

 

This is the most important task—follow up. You need to contact everyone you met after the show. If this person is a potential customer, your message should include a call-to-action to further engage with this person. If this person is a potential partner, then again you will want to continue the conversation. If the person fits no category that you are seeking, I still recommend sending a nicely worded short email. You just never know who this person knows or when they might be able to refer a potential client to you.