Exhibitions are full of activity, fast-paced conversations, handshakes, product demos, and quick exchanges of contact details.
But what happens next?
For many businesses, the excitement of the event fades just as quickly as a LinkedIn connection request gets ignored. Without a clear strategy, even the most promising conversations can go cold.
The most successful exhibitors treat exhibitions as the beginning of the relationship, not just a one-off interaction. Here’s how to turn those stand-side chats into lasting business opportunities.
Start with a purpose: What does a successful conversation look like?
Not every visitor to your stand will be a potential client but every conversation should have value. Before the event, define what success looks like. Are you looking to build brand awareness? Generate warm leads for the sales team? Strengthen relationships with existing clients?
By being clear on your goals, your team will be better prepared to steer conversations in the right direction instead of just handing out brochures and hoping for the best.
Ask the right questions, get the right outcomes
Exhibitions aren’t the place for hard selling but they are the place to qualify potential clients quickly. The best exhibitors focus on asking the right questions, rather than delivering a one-size-fits-all pitch.
Instead of leading with:
“Can I tell you about our product?”
Try:
“What are you hoping to get out of this event?”
This keeps the focus on the visitor, helps you understand their specific needs, and allows you to position your business as the right solution. When you engage with intention, every interaction becomes an opportunity to move the conversation forward.
Make it easy for people to stay in touch
People meet dozens of exhibitors at an event, so how do you make sure your brand isn’t forgotten? The important bit? Making it easy to collect the right details at the right moment
- Badge scanning & digital forms – Make it simple to collect visitor details in a way that’s structured and organised.
- Personalised notes – A quick note about what was discussed can make a follow-up feel meaningful rather than generic.
- Instant connection – A quick LinkedIn add or a personalised email sent on the day keeps the conversation going beyond the stand.
If visitors have to work to remember who you are, they won’t. Make it easy for them.
Your follow-up needs to feel like a continuation - not a cold call
The worst thing you can do after an exhibition? Send a generic “great to meet you” email that sounds like it’s gone to everyone. The best follow-ups feel personal, timely, and relevant to the conversation you had.
Instead of:
“Thanks for visiting our stand, let us know if you need anything!”
Try:
“You mentioned you were looking for solutions that could help streamline X. Here’s a case study I think you’ll find useful. Let’s catch up next week to discuss it further.”
Good follow-ups:
- Remind the recipient who you are and what you discussed
- Provide something of value (a case study, info, or a relevant connection)
- Offer a clear next step
Beyond the follow-up: Keeping the relationship alive
Not every exhibition lead will convert immediately but that doesn’t mean they won’t become a client later. The key is staying visible without being pushy:
- Invite them to future events or webinars
- Share insights or resources that match their interests
- Engage on LinkedIn by commenting, not just messaging
It’s about adding value over time so that when they’re ready to make a decision, you’re the first name they think of.
Exhibitions are just the beginning
A well-designed stand and a great team will get people talking but what happens after the event is what really matters.
The most successful exhibitors treat every conversation as the start of something bigger. They have a plan, they follow up with intent, and they build relationships that last beyond the show floor.
Are your exhibition conversations working as hard as they could be?
