Learning from the pros: excelling at trade shows

This trade show was not only a major project for our marketing team but was also a valuable platform for our sales colleagues, who spent five whole days talking about our zero waste solutions at the Interzero stand. But what exactly are the benefits of a trade show for the company? And what’s the best way to prepare for one? Three of our colleagues from Interzero share their valuable insights:

Sabine, you were part of the IFAT fair team in Munich. Why was it important that we had a stand there? 

Sabine Hahn: Trade shows are all about visibility and presence. Being there not only demonstrates our strength but also offers valuable insights. We can observe market trends, as well as the visions being pursued by our competitors and customers. At the same time, we can gain strategic advantages by identifying their strengths and weaknesses.

Christian, you also attend a lot of trade fairs, including fairs in Asia. What benefits do you see in attending?  

Christian Schneller: I agree with Sabine, it’s all about visibility and expanding your network. Another practical benefit is that you’ll meet many of your customers and suppliers in one place, saving the need for individual appointments – which is a huge time-saver. You’ll also see the latest developments in the industry at trade show.

Fabian, you often attend trade shows like BAU in Munich, SHK, or Holz + Bau. Why is this important and have you identified any trends? 

Fabian Zell: For existing customers, maintaining a presence is crucial – I think it’s even more important than some might realise. Over the past two years, interest in sustainability has grown significantly. Companies no longer see it as a tiresome duty but are now actively interested in it. This shift has greatly changed the tone of discussions and helps in attracting new customers.

How do you prepare for a trade show? 

Fabian Zell: First, I review the exhibitor directory and gather background information. Our client management team also provides great support. I check whether my business contacts will be attending and arrange meetings with them in advance. 

Sabine Hahn: I also create a ‘walkabout plan’ of the fair, so I know where to find everyone. 

Christian Schneller: Before I meet with someone, I know exactly what I want to achieve from our talk. So I need to properly research and prepare the talk beforehand.

Do you always schedule meetings with interesting contacts before the event? 

Christian Schneller: Definitely. I always recommend a healthy balance of scheduled appointments and spontaneous meetings. You also need enough time to explore the trade show yourself, and always be open to spontaneity. After all, you never know when an unexpected and interesting contact might pop up.

Any advice for colleagues attending a trade show for the first time? 

Sabine Hahn: Be open and curious when approaching people. Don’t hesitate to engage with young professionals and nurture these relationships – LinkedIn is a very helpful tool here. You need to take a long-term perspective, as you never know how people’s careers will evolve. 

Christian Schneller: Don’t forget your follow-up work and schedule time for it in advance. Leads should be followed up as soon as possible. 

Fabian Zell: It’s essential to communicate on equal terms and be seen as a competent partner. Make sure you’re well-prepared in terms of the industry and our company’s products – and wear comfortable shoes!

Any interesting anecdotes you can share with us? 

Fabian Zell: I recall an evening event at one trade show, where we managed to sit at the same table as a potential customer, who’d been on our radar for some time. Through engaging conversation and a pleasant evening, we ultimately acquired them as our customer. This is the magic of face-to-face interaction, and trade shows provide the perfect setting for it.