A trade fair pays off when the conversations are prepared.

Nowhere else do you meet as many potential customers in a few days as at a trade fair. And yet hardly anything is prepared so poorly. In the Trade Fair Sprint, we spend two to three weeks planning who you approach, with what, and what happens afterwards. As a visitor or as an exhibitor.

Trade Fair Sprint

The starting point

Why many trade fairs don't pay off.

Stand, travel, samples and staff quickly add up to a lot of money. Yet hardly anyone prepares the conversations themselves. It's often unclear which ten companies really matter, how the conversation starts and who follows up after two days. Then all that's left of the fair day is a pile of business cards and a good feeling.

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Two variants

One sprint, two roles at the fair.

Visitors and exhibitors have different tasks. That's why there are two variants, each with its own scope and price. Both start with your goals and end with the follow-up.

Variant A

Visitor Sprint

For companies that meet retailers, suppliers, partners or ideal customers at a trade fair and want to make good use of their days there.

Timeframe: approx. 2–3 weeks
Price: from €1,200

Your goals for the visit: what should be different after the fair?
A check of whether the chosen fair fits these goals
List of the most important exhibitors, partners or ideal customers
Priority of contacts: must-have meetings, opportunities and who you can skip
Conversation openers and key questions per contact
Personal walking route and appointment plan for the fair days
Template for notes and for recording contacts on site
Follow-up plan for the days after the fair
Metrics used to evaluate the fair visit

Request the visitor sprint

Variant B

Exhibitor Sprint

For companies with their own stand that want to win contacts before the fair, have good conversations at the stand and follow up properly afterwards.

Timeframe: approx. 2–3 weeks
Price: from €1,900

Your goals for the fair
Profile of your ideal customers and a list of the most important companies
Contact before the fair: who do we invite, how and when?
Talking points and messages for the stand
Conversation guides for first contact, existing customers and buyers
Briefing of the stand team
Criteria for assessing contacts
Template for recording contacts at the stand
Handover into CRM or lead tracker
Follow-up after 24 and 48 hours and in the weeks after
Metrics and review after the fair

Request the exhibitor sprint

no VAT charged (small-business rule, § 19 UStG); visitor from €1,200, exhibitor from €1,900, depending on the fair and number of contacts

My services are addressed exclusively to entrepreneurs and businesses within the meaning of § 14 of the German Civil Code (BGB), not to consumers.

Through all four stages

The Trade Fair Sprint goes through all four stages.

It follows the same order as all my projects. Only the timeframe is shorter, because the date of the fair sets it.

01UnderstandDecide on the fair, goals and ideal customers: which event, which companies, which result?
02SharpenPrepare the offer and the conversations: which message convinces, which question opens the conversation, which objection is sure to come?
03EquipPrepare the materials: conversation guides, templates for notes and contacts, and for exhibitors the team briefing.
04ActivateContact before the fair, the work at the fair, recording contacts and following up after 24 and 48 hours.

What you contribute

Name and date of the fair, exhibitor directory or access to it
Offer, price range, samples or materials that will be shown on site
The people who will do the talking at the fair, and their time for the briefing
Firm time slots for preparation and follow-up
Access to CRM or lead tracker, if available

When the sprint should start

The sprint takes two to three weeks and should be finished before you start contacting people ahead of the fair. So as a visitor you start no later than four weeks before the fair, as an exhibitor no later than six weeks before. Invitations and the stand message need more lead time. Shorter notice is possible too, but then with a shorter contact list.

Not included

Stand construction, stand design and stand equipment
Logistics, tickets, hotels and travel arrangements
Printing costs and media budget unless agreed separately
Staff at the stand or holding conversations on the client's behalf
Legal review of invitations and outreach. Your legal counsel is responsible for that

What determines success

Nobody can guarantee a sales result, at any fair. The sprint makes sure you are well prepared. The result also depends on product, price, the team at the stand and how quickly you follow up after the fair. That's why we agree clear metrics and review the results together at the end.

Which trade fair is next?

In the initial conversation we clarify the fair, your role, goals and scope. And whether there is still enough time for the sprint.

Request the visitor sprint Request the exhibitor sprint

No obligation · 30 minutes · by video or phone