Trade shows are a whirlwind, aren’t they? One minute you’re handing out brochures, the next you’re deep in a conversation about a product feature you barely get time to demo. But if you’re a manufacturer looking to build stronger relationships with installers, these events are more than just busy days on your feet, they’re a golden opportunity to spark lasting loyalty.
And that all starts with relationships.
Because while products or innovation might get installers to your booth, it’s the connection you build, the trust, the understanding, the sense of shared value, that keeps them coming back. Trade shows give you the perfect environment to start those relationships face to face.
Here are three simple but powerful ways to make sure your trade show presence really pays off, not just in leads, but in long-term connections with the people who matter most.
1. Don’t Just Sell — Start a Real Conversation
Yes, it’s tempting to jump straight into product features or pricing. But installers aren’t just there to listen to a sales pitch. They’re looking for manufacturers who get them. Who listen. Who care about making their lives easier.
Instead of leading with a brochure, try asking them about the challenges they’re facing. What’s frustrating them on the job? What could make their day smoother? These chats are gold dust, not just for now, but for how you engage them after the show too.
When you understand what matters to your installers and speak their language, you can tailor your future rewards, communications, and support in ways that truly land. It sets the foundation for a relationship based on relevance and trust, not just transactions.
2. Offer Something That Feels Worthwhile
Let’s be honest, people don’t queue at a trade show booth for a pen or a free tote. But give them something that feels relevant to their world, and suddenly they’re paying attention.
Maybe it’s a prize for visiting the booth and entering a game. Maybe it’s a perk for signing up to a newsletter, or taking a quick survey that helps you understand their needs better.
3. Follow Up Like You Mean It
This is where most brands drop the ball. The trade show ends, and out goes the same generic follow-up email to everyone. And guess what? It gets ignored.
The better move? Send a follow-up that speaks to the person you met. Mention what you talked about. Share something useful, like a technical guide, a how-to video, or even a small reward for continuing the conversation. This beyond generic brochures.
When installers feel remembered and valued, they’re far more likely to stick around. A personalised follow-up isn’t just good manners, it shows you’re serious about the relationship. It’s a great way to naturally invite them into your loyalty programme and deepen that sense of partnership.
It All Comes Back to Relationships
Trade shows might be short and busy, but the connections you make there can last for years, if you treat them right. The key isn’t just to be seen. It’s to be remembered. To show installers that you’re not just another stand on the floor, but a partner they can rely on.
When you focus on building trust, adding value, and staying connected beyond the event, you create something much more powerful than a one-time sale. You build loyalty.
And if you’re thinking about how to turn those trade show conversations into lasting relationships, we’d love to help you make that happen.
