Attending a B2B trade show or networking event can be overwhelming. Imagine walking into a large, bustling room filled with hundreds—or even thousands—of potential contacts, each one representing an opportunity. How do you decide where to start? Who do you prioritize? Without a clear plan, it’s easy to feel lost or waste time on conversations that won’t move your business forward.
This is where the concept of “making the room small” becomes essential. Instead of seeing the event as a vast ocean of possibilities, you narrow it down to a small, manageable pool of high-value targets. These are the people who align most closely with your goals and objectives. By preparing and focusing your efforts, you increase your chances of meaningful interactions that lead to valuable business relationships.
Here’s how you can make the room small and maximize the ROI of your trade show and event experiences.
Step 1: Start With a Clear Destination
Before you even register for the event, define your goals. Are you looking to close deals, identify a great resource for one of your clients, or learn from industry leaders? These objectives will guide the type of people you should aim to connect with.
Think of attending an event like planning a road trip. You wouldn’t hop in the car without knowing where you’re headed or how to get there. Similarly, don’t walk into a trade show without a clear destination in mind—whether that’s meeting a specific company, securing a certain number of leads, or finding solutions to a business challenge.
Step 2: Do Your Homework
Once your goals are clear, research is your best friend. Most trade shows and networking events provide a list of attendees, exhibitors, or speakers in advance. Dive into this information to identify the people or companies most relevant to your objectives.
- Identify Key Individuals: Pinpoint specific names whenever possible. For example, if you’re targeting a partnership with a particular company, find out who their decision-makers are and whether they will be attending.
- Understand Titles and Roles: If you can’t find individual names, focus on roles or titles. For instance, if you’re in SaaS sales, you might prioritize connecting with “IT Directors” or “Operations Managers.”
- Leverage LinkedIn: Use LinkedIn to dig deeper into attendees’ backgrounds, shared connections, and recent activity. A quick review of their profiles can provide conversation starters and insights into their current challenges or needs.
Step 3: Build a Target List
Once your research is complete, create a target list of 5–10 high-priority contacts. This focused approach helps ensure you don’t get sidetracked or overwhelmed during the event. Your list should include:
- Names and Titles: Be as specific as possible.
- Companies: Note any key businesses that align with your goals.
- Conversation Goals: Outline what you hope to achieve with each person, such as setting up a demo, discussing potential collaborations, or gaining industry insights.
Step 4: Plan Your Approach
Making the room small is about quality over quantity. Instead of trying to hand out as many business cards as possible, focus on making genuine, impactful connections.
- Set Appointments in Advance: Reach out to your top targets before the event to schedule a time to meet. A simple LinkedIn message or email expressing interest in their company and mentioning the event can go a long way.
- Prepare Talking Points: Tailor your pitch or conversation starter to each person or company. For example, reference a recent press release or a challenge they’ve mentioned online.
- Practice Your Introduction: Have a concise elevator pitch that communicates who you are, what you do, and why they should care.
Step 5: Start with the Host
When you arrive at the event, engage the hosts and organization leaders. Let them know who you want to meet and ask for their guidance. Play your cards right and these individuals will likely facilitate introductions to the people you want to meet.
Meeting your most valuable targets early in the event assures that the event is a success and allows you to open your networking for the remainder of the event. Often this leads to serendipity and unexpected opportunities.
Step 6: Follow Up
After the event, follow up promptly with the contacts you made. Reference your conversation, express gratitude for their time, and propose the next steps. Personalized, timely follow-ups can make all the difference in turning a handshake into a partnership.
The Payoff of Making the Room Small
By “making the room small,” you transform a potentially chaotic experience into a strategic opportunity. You’ll spend less time wandering aimlessly and more time engaging with the people who matter most to your goals.
Remember, success in business often hinges on preparation and intentionality. Just as you wouldn’t set out on a road trip without a map, don’t attend your next trade show or event without a clear plan. Define your goals, do your homework, and focus your efforts. You’ll leave the event not only with a lighter stack of business cards but with a handful of meaningful connections that can propel your business forward.
Start small, think big, and make the room yours.
Additional Resources
For more on this topic, we suggest reading Prospects Have Their Own Language.
About
MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.
