Trade shows are full of opportunities. The challenge is recognising them.
You can’t tell who might be a valuable contact, and you can’t spend ten minutes talking to everyone who walks past your stand.
That’s where Hook → Segment → Connect comes in. It’s a simple, repeatable approach that helps you start more conversations, identify opportunities quickly, and make better use of your time.
Hook — Start conversations.
The first challenge is getting people to stop and talk.
Give visitors a reason to engage. It might be a small giveaway (e.g. a piece of chocolate) or a chance to win a real prize that day (“drawn right here at 3pm”).
Keep it easy, welcoming and brief. The objective isn’t to deliver your sales pitch. It’s to open a conversation.
Segment — Find the fit.
Once you’ve started a conversation, you need to work out whether there’s a potential opportunity.
This is where one or two carefully chosen questions make all the difference — questions that cleverly segment potential customers against your lead priorities.
The questions will vary depending on what you’re selling. A software business will need different questions from a construction supplier. We have some free examples for you to use with your team.
Connect — Get their details, and move on.
After you’ve segmented the lead, you want to connect and move on. Get their phone number or scan their badge. Then politely wish them a good day and “good luck for the draw at 3pm”.
You can stop for a very high-value lead, but your goal is to maximise the number of leads from the show, not close sales on the stand. How many good leads will walk past while you’re closing a sale that could be done after the event? If you expect to close high-value deals on the show floor, consider having a dedicated person for this.
What does this look like in practice?
Imagine you’re exhibiting vehicle fleet management software.
Hook: “Hi there, I’m giving away this portable speaker today at 3pm.” (Hand them a piece of candy.) “And I’d like you to be in the draw.”
Segment: “Now, does your business operate a fleet of vehicles?” If yes, you might ask a second question about the size of the fleet or who’s responsible for managing it. If they say no, that’s OK. You can even say, “That’s OK, I’m going to put you in the draw anyway.” For most people, that makes them feel good and adds to the buzz of the day, and portrays your brand well. It’s also more enjoyable for your staff on the stand. And some of those who say no might know someone who does.
Connect: “It sounds like there could be a fit. Would it be useful to arrange a demonstration next week?”
You’ve gone from an ordinary interaction to a relevant next step, without delivering a lengthy sales pitch.
Be friendly to everyone. Be selective with your time.
This is perhaps the most important principle behind the method.
Trade shows are busy places. Some visitors are potential customers. Others are suppliers, competitors, students, curious passers-by or people who just want a free chocolate.
Treat them all respectfully. But remember why you’re exhibiting. Your time and your team’s time are limited.
The goal is to give everyone (or almost everyone) a friendly reception while spending more time with people where there’s a genuine opportunity.
Good selling isn’t about extracting something from every conversation. It’s about recognising where you can be useful.
Make it work for your business.
Hook → Segment → Connect is deliberately simple. But your opening approach, segmentation questions, and follow-up process should reflect your business.
We’ve developed practical tools and examples to help you put the method into action.
These tools are absolutely free. No strings attached. I'm not collecting your email address or trying to sell you something afterwards. I believe this approach works, and I want to see you succeed. And if you'd like some more help, I'm here for that too.
Do it yourself.
Explore our free guides, worksheets and industry examples. Use them, adapt them and make them your own.
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Want help developing the right approach for your next trade show? We can work through your offer, identify the questions that matter and prepare your team to put the method into practice.
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