Getting Real Connections from a Business Trade Show

Across the country, convention centers are buzzing with trade and business shows. Some are massive, industry-specific expos, while others are general events for local entrepreneurs. While the main attraction is often the sea of trade stands trying to sell to attendees, there’s a powerful undercurrent of networking happening everywhere. Sometimes it’s a scheduled event, but more often, it’s about finding opportunities to make genuine contacts in the midst of the chaos.

Understanding the Trade Show Environment

Trade shows, business expos—whatever you call them, they pop up in nearly every city. The floor is filled with exhibitors who have paid for a booth to showcase their products and services. The aisles are filled with attendees who are there to browse, learn from speakers, and meet new people. For anyone running a , understanding this dynamic is key.

Keep in mind that many networking organizations exhibit at these shows. Some even host free taster sessions. This can be a fantastic way to meet the local team leads, so when you eventually attend one of their meetings, you’ll already recognize a few friendly faces.

To get a sense of what to look for, consider events like The Great British Business Show in London or the New Start Scotland expo in Glasgow. These are major events that attract people from all over by packing their schedules with seminars, workshops, and organized networking. They serve as great examples of how small and medium businesses present themselves and offer a blueprint for what to expect from similar shows in the US.

How to Find Shows Worth Attending

You might catch an ad for a local trade show, but you can’t rely on stumbling upon them. To stay in the loop, you have to be proactive.

: Most regions have a business publication or at least a dedicated business section in the local paper. Keep an eye on the ads for upcoming events.
: A simple search like “Business Expo in Austin” is a great starting point. You’ll find current events and pages for past shows, which can tell you which organizations are active in your area.
: Search on LinkedIn for groups related to your city or county. Organizers often promote their events in these local groups.
: Any show worth attending has a social media presence. Use advanced search tools to find accounts and posts geo-tagged to your area. Also, look for local hashtag hours, where business owners in a specific region connect during a set time each week. It’s a great way to find local events and connect with other founders .

The Right Way to Network at a Show

Before you walk into a convention hall with a plan to sell your services to every exhibitor, take a moment to reconsider. Approaching it this way is, at best, a little rude. At worst, it’s a complete waste of time.

Exhibitors have invested a lot of money to be there—often hundreds or thousands of dollars for the space alone, not to mention the cost of materials and staffing. Their entire focus is on engaging with attendees who might become customers. Your unsolicited pitch is an interruption that distracts them from potential leads walking by. And honestly, after a long and exhausting day, do you really think they’ll remember your pitch? They’ll be focused on following up with the leads they actually wanted.

That said, trade shows are a huge networking opportunity if you’re smart about it. Here’s a better approach for your :

: Look at the event schedule and sign up for workshops that interest you. First, you’ll actually learn something. Second, you now have something in common with everyone else in that room. Turn to the person next to you and ask what they thought of the presentation. You both chose the same session for a reason—maybe your businesses have more in common. Offer to connect on LinkedIn and exchange details.
: After the presentation, introduce yourself to the speaker. Mention something specific you enjoyed about their talk. Ask if you can connect with them online. I’ve never met a speaker who was bothered by an attendee wanting to connect; it’s flattering.

An Insider's Trick to Gaining Access

The easiest way to be seen is to exhibit, but what if you can't afford a booth for your ? When I was starting out, I volunteered to help work the stand for a networking organization I belonged to. People thought I was crazy—I wasn’t getting paid, it required travel, and I was on my feet all day.

But I used that time to not only promote the organization but also to make my own contacts. It was through helping out at one of these shows that I met a commissioning editor, which ultimately led to me writing a book. The opportunities are there if you’re willing to put in the work and think creatively. If you’re part of a group that exhibits, see if they need a hand.

Making the Most of Speed Networking

Most shows have some form of speed networking. It’s organized chaos, where you get about two minutes to talk to every person in the room. Instead of sitting alone with a coffee, you might as well jump in. You never know who you’ll meet.

If you want to win at speed networking, do something different. Everyone else will be delivering a 60-second pitch about their business. Don’t do that. Instead, use your time to ask them questions. Find out about their work and whether they’d be open to connecting on LinkedIn. And most importantly, take notes. Whether it’s on the back of their card or in an app, making notes is vital for effectively.

Don't Forget to Follow Up

The connections you make are useless unless you follow up. The very next day, reach out to the people you clicked with. Send a LinkedIn request or a short email to keep the conversation going. For especially, that follow-up is where the real work begins.

You can even start the conversation before the event ends. Find the event’s official hashtag on social media. Don’t just post that you’re there—follow the hashtag and engage with what other people are posting. If someone tweets about a seminar you both attended, reply to them. It’s a simple way to start a conversation and add more people to your follow-up list.