How to prepare for a trade show (and actually get orders)
- 22 hours ago
- 6 min read
If you’ve ever stood on a trade show stand, smiling politely while people walk past, you’ll know this already.
Just showing up is not a strategy.
Events like Spring Fair, Top Drawer, Autumn Fair, PG Live, Harrogate Home & Gift, Playtime, Maison et Objet, NY Now and Shoppe Object can absolutely grow your wholesale. But only if you treat them as part of a bigger sales system, not a one-off opportunity.
Most trade shows that don’t go to plan fail for one reason: the prep just isn’t there. So let’s fix that.
Start with your strategy, not your stand
Most people jump straight to the fun stuff. What should my stand look like? What products should I bring? What signage do I need?
Those things are important too, but in my opinion, they’re not where you start.
Before any of that, your trade show strategy needs to answer:
• Who are you actually trying to meet?
• What kind of retailers are right for your brand?
• What do you want them to do when they meet you?
If your goal is “get exposure”, that’s what you’ll get. Nice conversations, maybe a few Instagram follows, and very few orders.
A better goal sounds like this:
• Secure 80 qualified leads
• Open 10 new wholesale accounts
• Reconnect with 10 existing stockists
Your numbers may be different, but it’s important that you have something to actually work towards.
Your pre-show plan is where most orders are won
The biggest mistake I see? Waiting for buyers to find you.
Instead, before the show, you should be reaching out to existing stockists to let them know you’ll be there and give them a reason to visit. Contacting ideal retailers with a short, friendly message, not a pitch, just an invitation. And sharing on Instagram and email so people know what you’re bringing, where to find you, and why it’s worth stopping by.
This is the part most people skip. And it’s the part that makes the biggest difference.
Want a step-by-step plan for all of this? I’ve pulled it together in a free checklist you can download here: Download your free trade show checklist
What actually makes buyers stop at your stand
It’s not just how it looks. It’s how quickly it makes sense.
Buyers are overwhelmed. They’re tired. They’ve seen hundreds of stands before they reach yours.
So your job is to make it easy for them.
Ask yourself: Can someone understand what you sell in about three seconds? Are your bestsellers obvious? Is your pricing easy to find? Does it feel like a brand that would work in their shop?
A few simple things make a big difference here:
• Highlight your bestsellers clearly so buyers don’t have to guess what works
• Make it clear what you sell - don’t have more props than products.
• Make ordering feel easy, whether that’s a clear catalogue, an order form, or your Faire link ready to go
You’re not trying to impress everyone, you’re trying to make the right buyer feel confident.
How to sell without feeling pushy
This is where a lot of people freeze.
They either say nothing and wait, or they launch straight into a full pitch the moment someone glances at the stand, neither works.
Selling at a trade show is really just a guided conversation. And it can feel a lot more natural than you think.
Try this:
• Open naturally: “Hi, what type of store do you have? Where is your store? Are you looking for something in particular today?”
• Give context: “Would you like me to talk you through our bestsellers?”
• Make it relevant: “These sell well for gift shops because...”
• Invite the next step: “Are you ordering here at the show? Would you like to place an order?”
That’s it, you’re not pushing, you’re helping them quickly decide if this is right for them.
And here’s the mindset shift that changes everything: you’re not bothering them. They are at a trade show specifically to find products. They paid money to come and see you, so when you're showing them around your stand, you are helping them by making it easy to see how your products could fit into their store/s.
Why most leads don't turn into orders
This part matters more than anything else in this post.
Because the real sales often happen after the show, not on the stand.
Most people collect business cards, have brilliant conversations, feel really good about how it went, and then do nothing. Or they send one follow-up email, hear nothing back, and give up.
That’s not a trade show strategy, that’s hope.
Instead, think about your follow-up as a system. Get back in touch within a few days and reference your actual conversation so it feels personal, not generic. Share something useful like your bestsellers, pricing, or what works well for similar shops. And stay visible, because one email is rarely enough.
People are busy, so a gentle follow-up a week or two later is not annoying; it's expected and professional, and without it, you're letting those leads that you paid a lot of money for go to waste.
The weeks and months after the show can make all the difference.
A quick checklist of what actually matters
Before the show
• Define your ideal stockist
• Reach out and invite them
• Prepare your catalogue and pricing
• Plan what you’ll say, not just what you’ll show
During the show
• Lead conversations with confidence
• Highlight your bestsellers
• Capture details of everyone who shows interest
• Focus on quality conversations, not how many people you spoke to
After the show
• Follow up quickly
• Keep the conversation going
• Track your leads and responses
• Build relationships, not just orders
Final thought
Trade shows are not magic. They won’t fix your wholesale overnight. But if you have clear products, a strong message, and a simple system for following up, you can walk away with real orders and long-term stockists.
Without that? It starts to feel like a very expensive networking event.
If you want to feel genuinely prepared before your next show, I’ve pulled everything into one free checklist.
Download your free trade show checklist here: https://www.smallbusinesscollaborative.co.uk/download-free-trade-show-checklist
Most commonly asked trade show questions:
How do I prepare for a trade show as a small business?
Start with your strategy before you think about your stand. Get clear on who your ideal stockist is, set a specific goal (like opening 10 new accounts), and reach out to both existing and potential retailers before the show opens. Most orders are won through preparation and follow-up, not just what happens on the day.
What should I bring to a trade show?
At a minimum, you need a clear catalogue with pricing, an order form or Faire link, and your bestsellers displayed prominently. Make it easy to shop at your stand. Buyers are overwhelmed and make quick decisions, so the easier you make it for them to understand your range and place an order, the better.
How do I talk to buyers at a trade show without feeling pushy?
Think of it as a guided conversation rather than a sales pitch. Start by asking if they’re a retailer, give a quick overview of your brand and bestsellers, make it relevant to their type of shop, and invite the next step. You’re not interrupting them. They’re at the show specifically to find products.
How do I follow up after a trade show?
Follow up within a few days and reference the actual conversation you had so it feels personal. Share something useful like your bestsellers or what works well for similar shops. Don’t give up after one email. A second touchpoint a week or two later is not annoying, it’s just good business. This is where most orders are actually won.
Are trade shows worth it for small businesses?
They can be, but only if you treat them as part of a wider sales system. A trade show amplifies what’s already there. If you have clear products, a strong message, and a follow-up plan, you can walk away with real orders and long-term stockists. Without that structure, it can feel like a very expensive networking event.
