Trade association meetings, trade shows, and conferences are all (still) worthwhile endeavors for your organization, particularly the sales teams. Essentially, anywhere your brand can be seen by prospective clients with a clear ROI, it is worth it.

Your organization can begin building its trade/conference strategy long before your teams arrive. Finding a list of attendees, sponsors, and the trade/conference theme or focus will provide baseline information for your teams to build a strategy around.

The sections below support the sales teams (and other needed organizational members) in their adventure into unknown territory so they can leave with new relationships, a stronger sense of the market, contact information for interested attendees, or simply stronger connections.