The Power Play | A Guide to Networking at UK Trade Shows

Attending a trade show such as any of the INDX Shows, whether you’re showcasing your brand or sourcing new products, is a huge investment of time and resource. Don't let the opportunity end with just a handshake and a flyer! The real value of any tradeshow is in the networking.

This guide gives exhibitors and visitors actionable tips to turn casual conversations into lasting business relationships.

For Exhibitors: Turning Stand Traffic into Business

You need to do more than just wait for leads to walk on to your stand and strategic networking is key to maximising your trade show ROI.

1. The Pre-Show Outreach Advantage:

• Book Appointments: Don't rely on chance. At least six weeks before the show, email your best existing clients and strongest prospects, inviting them to a specific time slot at your stand for a focused discussion. Offer a free coffee or a small give-away as an incentive.

• Social Media Hype: Announce your stand number and tease what you'll be launching or demonstrating. Use the official INDX hashtag (#INDXShows) to gain visibility among attendees.

2. Get Out From Behind the Table:

• Stand in the Aisle: A table acts as a physical barrier. Position yourself in the aisle, smiling, and ready to make eye contact. This makes you instantly more approachable.

• Rotate Your Team: Ensure you have a mix of sales, marketing, and senior leadership present. Different people connect with different visitors.

3. The Follow-Up is the Finale:

• Qualify Contacts Immediately: Use a notepad or a digital tool to make a brief note on every business card: What did you talk about? What is their need? What's the next action?

• Prioritise a 24-Hour Follow-Up: Send a personalised email to your Tier 1 contacts (the highest potential leads) within 24 hours of the show closing. Reference a specific detail from your conversation to make the connection memorable.

For Visitors (Buyers/Retailers): Sourcing More Than Stock

As a visitor, you're looking for the best products, but you should also be seeking valuable industry connections and meaningful supplier partnerships.

1. Do Your Homework (and Plan Your Visit):

• Target Stands: Review the INDX exhibitor list beforehand and mark the 5-10 key brands you absolutely must speak to. Research their about us story and prepare 2-3 specific questions to find out if they're a match to your requirements. If possible, book in an appointment to avoid disappointment.

• Allocate Time for Discovery: While planning is good, allow at least 30% of your time for spontaneously exploring stands and meeting new, unexpected suppliers.

2. Engage Beyond the Product:

• Ask for Insights: Don't just ask about prices. Ask about market trends, best sellers, or challenges they see in the industry. This elevates the conversation away from a potential 'sales pitch' and onto a more strategic discussion.

• Speak to Management: Where possible, ask to be introduced to a Senior Sales Manager or Director. This shows you are serious and can lead to a higher-level business partnership discussion.

3. Connect with Your Peers:

• Lunch/Coffee Area: Networking at INDX isn't only on the show floor. Use the Dining Room and coffee break-out areas, and attend any networking social events to connect with other retailers and buyers. Sharing insights and discussing common challenges with non-competing businesses can lead to powerful collaborations and advice.

The Golden Rule: Be a Giver, Not Just a Taker

Whether you are an exhibitor or a visitor, the best networkers approach the conversation looking for a way to add value, not just extract it. Our 3 key take-outs are:

• Listen more than you talk.

• Offer a helpful connection or idea if you can.

• Be clear about your next step. ("I'll email you next week to book a proper call.")

Walking away from an INDX Show with a pocket full of cards is good. Walking away with a few solid, meaningful follow-up plans is how you turn a tradeshow visit into serious business growth.

Explore 2026 calendar of INDX Shows