The hum of conversations, the shuffle of shoes on a packed expo floor, the hurried glances at name badges as people weave through the crowd. Trade shows are full of energy. Surrounded by all this activity, one question kept running through my mind at MD&M West in Anaheim: Is all this activity actually leading to meaningful progress?
I grew up with a British auntie who often said, “Rushing around smartly is no sign of accomplishing much.” I couldn’t help but wonder how many of the attendees and exhibitors had shown up with a clear purpose – an actual plan for what success would look like at this trade show. Were they simply there because “it’s what you do” when entering a new market? Had they thought critically about why they were at this particular event, who they needed to meet, and what they were hoping to walk away with?
I came with a singular goal in mind: to meet Thomas Andersen from the Danish Export Association, a longtime virtual connection I had never met in person, and to speak with the Danish companies exhibiting at the show. My aim was simple – ask as many questions as they would tolerate and learn what drives companies to attend trade shows, what they hope to achieve, and how they measure success. Because the same principle I preach about the U.S. market applies here: If you aren’t focused, you aren’t really playing to win.
Before the Trade Show: Define Success, Then Work Backwards
Trade shows are often treated as standalone events. Really, they are just one tool in a broader strategy. If your company hasn’t defined what winning in the U.S. market looks like, how can you possibly know if a trade show is the right step toward achieving that goal – or, if it’s even a good one?
This is why I push companies to start with the big picture. First, define your winning aspiration. What does success look like? Is it to set up five promising meetings with potential customers? Gaining critical industry insights to refine your approach? Or, is it securing one new client? Be specific.
Once that is clear, the next step is deciding where to play. The U.S. market is enormous – far too big to treat as a single entity. If you’re focused on medical devices, do you need to be in California or Minnesota? If aerospace is your target, does it make sense to prioritize the Southeast or the Pacific Northwest? Within your industry, which companies are your ideal customers? Who are the decision-makers? Answering these questions will not only help determine whether a trade show is a worthwhile investment, but also which trade show is the right fit.
From there, how to win becomes the focus. This means preparing the right messaging, knowing how to demonstrate value effectively, and ensuring your team has the capabilities to engage in meaningful conversations. And finally, it’s essential to establish management systems that will drive follow-up, track engagement, and turn the effort into actual business opportunities. Without these structures in place, attending a trade show risks being little more than an expensive exercise in wishful thinking.
Preparation is Everything: Do the Work Before You Arrive to Set Yourself up for Success
Attending a trade show is like planning a fun vacation – putting in the work beforehand makes all the difference in how productive and enjoyable the experience will be. Showing up isn’t nearly enough.
Start by identifying who your best clients are today and what they have in common. Then, take a deep dive into the attendee and exhibitor lists, panel discussions, and speaker lineups. Who do you need to meet? Where will they be? Reach out in advance to set up meetings – specific time, specific place, specific purpose. A well-planned schedule is the difference between a productive event and wandering aimlessly, hoping the right people just happen to cross your path.
One of the most effective ways to engage at a trade show is to be seen as a thought leader. The most senior person on your team should be attending key panels, sitting in the front row, and – critically – asking smart, relevant questions during Q&A sessions. As soon as the panel wraps, engage with the speakers and moderators, exchange business cards, and continue the conversation.
Speaking of business cards – yes, they still matter! Unlike a QR code that gets your contact information buried in someone’s phone, a business card is a tangible reminder of the meeting and a visual tool that reinforces your presence. Bring more than you think you’ll need – 500 is a decent starting point. Make a plan for how you will use at least 500 business cards while creating new relationships.
How You Show Up Matters
Trade shows are an opportunity to shape how the market perceives your company. The way you present yourself, your booth, and your team should reflect a clear and targeted engagement strategy.
That means no stacks of glossy brochures on a table at the front of your booth. That setup passively signals that you expect people to come to you, and more often than not, they won’t. Instead, create an engaging and interactive space that speaks directly to the problems your ideal customers need solved. The goal is to spark meaningful conversations, not just hand out literature.
Avoid gimmicky giveaways – no one serious about their business is attending a trade show for a chance to win a $100 Amazon gift card. Instead, be proactive. Walk the floor. Ask insightful questions. Be present among decision-makers. Always dress the part. Remember, you are your company’s ambassador – probably the only person from your company a prospective customer will ever meet. Show them you mean business.
Follow-Up is Everything
Attending a trade show without a structured follow-up plan is like planting seeds and never watering them. The reality is that most contacts won’t respond to your first email. Or your second. That doesn’t mean they aren’t interested – it just means they haven’t responded yet. The only thing (!) you can conclude from someone not responding to your email is – that they haven’t responded to your email.
Persistence is key. Follow up with value – reference the conversation you had, offer insights, ask a relevant question. Don’t make assumptions about why someone hasn’t responded; just keep engaging professionally and constructively. The most successful business developers I know treat follow-up as a long-term process, reaching out twice a month via email and calling once a month until they get a definitive answer.
Use technology to help you with following up. A simple CRM system can help track interactions, ensure no lead slips through the cracks, and provide the consistency needed to convert initial conversations into real business opportunities.
The Real Goal: Relationships, Not Just Deals
Ultimately, trade shows are not just about deals, leads, or the number of business cards exchanged – they’re about relationships. The companies that find long-term success in the U.S. are the ones that invest the time and attention to build real, trust-based connections with their customers, partners, and industry peers. Too often, business leaders rush from one conversation to the next, focusing on short-term wins rather than nurturing the kind of relationships that lead to sustainable growth. Developing relationships take time and care. They require listening more than talking, following up with genuine curiosity, and understanding the challenges your potential customers face on a deeper level.
Approaching trade shows with this mindset shifts the focus from transactions to connections. Instead of pushing for an immediate sale, think of it as the first step in an ongoing conversation – an opportunity to engage, learn, and create value before you ever send a proposal. The most successful business relationships are built the same way great personal relationships are: through mutual understanding, patience, and shared value. It’s exactly the reason I believe European business leaders should approach the U.S. as if they were doing business dating. I believe characterizing and thinking of your efforts through this lens is the key to winning customers in the U.S. market.
The First Step to Traction with Traksjon
Getting started or growing in the U.S. is about progress, not perfection. Whether your company has been engaged in the U.S. market for 50 years or since last week, progress towards success or more success happens one step at a time.
Take small steps, learn from every interaction, and stay focused on your goals. Success won’t happen overnight, but with persistence, humility, and strategy, you’ll build the traction needed for long-term growth.
At Traksjon, we specialize in helping European businesses navigate the complexities of the U.S. market. If you’re ready to make your first “base hit” in America, let’s talk.
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Best regards,
Thomas Riebs
Partner, Traksjon
