Industry trade shows can be an excellent venue for finding and cultivating international business clients, partners, and suppliers. If you are interested in expanding your company internationally, here are some ways you can maximize the potential of a trade show:

Picking the Right Trade Show

Most industries have both national and international associations that conduct industry research, advocate for industry interests, and create opportunities for members to build business relationships. Trade show attendance, travel and exhibiting can be expensive, so choosing the right venue is critical to a young company. International trade shows are typically most expensive but also give you the widest exposure to potential clients and other strategic relationships. If you’re looking long and wide internationally, this might be the best choice. If you know that your best market is Southeast Asia, then you may want to attend a regional or national industry trade show in hopes of establishing your presence in that market. If you are trying to allocate a limited budget, consider the return on investment you hope to make from a specific trade show. Check past attendance lists and exhibitor lists to see if the right types of contacts would likely attend.

Before You Go…

Once you have chosen your trade shows, you will want to decide if you will exhibit or go as an attendee. If your budget is extremely tight, then your only option may be attendance only. Exhibiting definitely casts a wider net for potential sales prospects and other contacts. 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.

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. Have a system in place – paper or electronic – to collect contact information from the people you meet. 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.

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.

( Vivian )19 Apr,2012

Other News:
The Cultural Difference Part 4 - Confrontation in Multicultural Teams
How to Make the Most Out of an International Trade Show
Calculating Estimated Profits in Potential International Markets
Export Sales Grow for Small Business
A Sampling of International Negotiating
Variations in the American Business Culture
Emerging Markets Boost Sales For Global Brands
International Markets for the Bioscience Industry