HUDDLE: More Than a Booth—A Gateway Into New Business

Tradeshows can feel like a whirlwind—hundreds of booths, endless conversations, and a stack of business cards that often end up forgotten. But when done right, they’re one of the best ways to connect with new clients, strengthen industry relationships, and create real business opportunities.

For March’s HUDDLE, we’re focusing on Tradeshow Exhibiting—not just how to show up, but how to stand out. We’ll dive into how to make the most of every interaction, leave a lasting impression, and turn casual conversations into meaningful connections.

Why Tradeshows Matter

At their core, tradeshows aren’t about the booth or the swag—they’re about people. It’s a rare chance to have face-to-face time with potential clients, industry partners, and decision-makers, all in one place. A well-executed tradeshow strategy helps you:

• Get your firm’s name in front of the right people.
  
  
• Build relationships that can lead to future work.
  
  
• Stay on top of industry trends and what clients are looking for.
  
  
• Reconnect with past clients and remind them why they love working with you.

But let’s be honest—just showing up isn’t enough. If you’re going to invest time, money, and energy into a tradeshow, you want results. That starts with a plan.

Four Ways to Make the Most of a Tradeshow

1. Start Meaningful Conversations
   
   
Instead of leading with a rehearsed sales pitch, focus on asking great questions. Try:
   
   
   1. “What brought you to the conference?”
      
      
   2. “What challenges are you facing in your projects?”
      
      
   3. “How familiar are you with our firm?”

      
      These questions open the door to real conversations and help you understand what the attendee actually needs.
      
      
2. Create a Booth That Draws People In

   
   A plain table and a few brochures won’t cut it. Think about ways to make your booth interactive. Could you showcase a project model? Offer a short demo? Have a giveaway that sparks conversation? The goal is to make it easy for people to stop by and engage.
   
   
3. Engage the Right People

   
   Not everyone walking the tradeshow floor is your ideal client. Instead of handing out business cards to anyone who stops by, take time to qualify attendees. If they aren’t the right fit, don’t be afraid to politely wrap up the conversation so you can focus on higher-value connections.
   
   
4. Follow Up (Without Being Pushy)

   
   The show might end, but the relationship shouldn’t. After the event, send a personalized email mentioning something specific from your conversation. Instead of a generic “Great meeting you,” try “I enjoyed learning about your upcoming project. Let’s set up a time to discuss how we might help.” Following up with purpose makes all the difference.

It’s About People, Not Just Booths

Tradeshows aren’t just about selling—they’re about connecting. It’s about meeting someone who shares your passion, learning what’s important to them, and starting a relationship that could lead to something bigger.

Join the March HUDDLE

Let’s break the cycle of just handing out business cards and hoping for the best. This month’s HUDDLE is about creating real, lasting connections that turn tradeshows into opportunities.

Because at the end of the day, people don’t do business with booths—they do business with people. Let’s make those conversations count!