From business card to deal: 6 tips to make the most of conferences

At conferences and trade fairs, I meet a lot of entrepreneurs, business owners and traders who have come with a clear goal - to make contacts, to arrange business, to move on. But it doesn't always work out. You stand at a booth, talk to people, exchange business cards... and then silence. No deal, no cooperation. What do you do with that? 

How do you make sure that your time at the event really makes a difference, even if you're not the keynote speaker or don't have your own booth? Attending a conference or trade show is a great opportunity to expand your network of contacts, gain new business opportunities and deepen your knowledge of the industry. If you know how to make the most of it. It's not enough to just turn up and listen passively. Careful preparation, active participation and effective follow-up are the keys to success. I have some proven tips for this.

Further in the article

Set clear goals

Thorough preparation pays off

Active approach on site

Don't underestimate self-presentation

Effective follow-up decides

Long-term relationship building

Even one message leads to business

You can practice all these skills at the most prominent industry conferences and trade fairs in 2025 in the Czech Republic and Europe . 

Set clear goals

Before you go somewhere, think about what you actually expect to get out of it. Do you want to expand your network? To find new business partners? Strengthen relationships with existing clients? Gain insight into the latest industry trends?

Clearly defining your goals will help you focus on the right activities and make better use of your time. Ideally, you should set specific and measurable goals, such as "I want to meet five key people in the industry" or "I will win two new business opportunities".

Thorough preparation pays off

Before the event, review the agenda and the list of participants, if available. Identify relevant exhibitors and speakers and plan who you would like to approach.

If you know that someone interesting for your business is attending the conference or trade fair, try to connect with them in advance - just a short message on LinkedIn with a suggestion to meet during the coffee break. This will ensure more effective networking and prevent important people from getting lost in the crowd.

Active approach on site

Coming to a conference and expecting to be approached is not the best strategy. Be active - engage in discussions, use the breaks to meet people and don't be afraid to take the first step

If the organisers offer an app, download it and use it to communicate with others or exchange contacts. When networking, it's important to not only present yourself, but to ask others how you can help them. Such conversations often lead to long-term business relationships.

Don't underestimate self-presentation

Have a short and punchy elevator pitch ready - a concise and clear introduction of yourself or your business in 30 to 60 seconds. Even business cards haven't been outdone yet, as I hear around me. And if it makes sense, feel free to bring a flyer. Even if you're not exhibiting, it can be handy to have something visually interesting to help the other side remember you better.

Effective follow-up decides

Successful networking doesn't end with a goodbye or the moment the car door closes behind you. Once you get home, go through the contacts and notes you've made.

As soon as possible - ideally within one or two days - send them a thank you note for the meeting and include the information you promised. Connect with new contacts on LinkedIn and stay in touch in the future. 

Long-term relationship building

Conferences aren't just about collecting business cards and quick conversations - real business success comes with long-term relationships. Stay active after the event. Share relevant news, interesting case studies or industry insights. Connect with people on social media and comment regularly.

Don't expect to close the deal after the first meeting. Instead, focus on building trust and continuous contact. You can read about how to network through LinkedIn in an earlier article.

Even one message leads to business

Many business partnerships start subtly - one meeting, one message, one good tip. If you're strategic, consistent and friendly, conferences and trade shows can be a source not only of contacts but also of new business opportunities. Try my tips at one of this year's trade shows or conferences and then let me know how they worked for you.