Tips for success at trade events

Unlock success at your next trade mission or business event by mastering the art of preparation and creating lasting connections. Get expert tips to plan and execute like a pro.

Before you join a delegation, make sure your company’s strengths match the market opportunities by:

• analyzing your company's readiness to export to the market
• doing your market research to ensure the host country has a demonstrated need for what your business offers
• identifying your potential customers in the market
• understanding your competition in the market and how you can best compete
• reviewing any legal and regulatory requirements specific to doing business in the host country

Managing expectations from the start will help you make the most of your business delegation experience. Consider the following:

• Timeline for market development: Understand that it may take time to establish a foothold in a new market. Set realistic timelines for market entry and growth.

• Objectives for initial meetings: Decide what you hope to achieve in each meeting—whether it’s gathering information, building connections, or assessing potential partnerships.

• Delegation deliverables: Know what to expect from the business delegation experience. Understand the support, resources, and connections that will be provided. 

Request a review of these goals and expectations with your business delegation organizers and your Trade Commissioner well in advance. This collaboration helps manage risks, contain costs, and align your efforts with available resources.

Research the market, potential business partners, and the companies you are meeting well in advance to help your company’s attendees make the most of their time at an event. 

• Use your time efficiently: Ensure the person(s) attending the event can best represent your company’s interests. Brief them well in advance and provide market research, briefing and training materials.

• Be culturally aware: Ensure the person attending the event from your company understands the cultural norms and etiquette of the host country. This is crucial for effective communication and relationship-building. Research common practices like meeting etiquette, greetings, dress codes, and communication styles. Local resources—such as cultural guides or colleagues with experience in the region—can provide valuable insights. Even learning a few phrases or gestures that show respect can help you connect better and maximize opportunities.

• Get the lay of the land: Review information on logistical aspects such as visas (if required), transportation, accommodations, and local amenities. This will help you navigate the practical aspects of attending the event smoothly and reduce stress when you arrive. Be sure to include transit times when planning agendas and don’t forget about traffic.  

This will help you connect with qualified business contacts. To facilitate this:

• submit a company profile that highlights your strengths, capabilities, and expectations
• describe your ideal customers and contacts
• send meeting requests early so the people leading the business delegation can identify the best candidates
• assess your existing network to see who is attending so you can follow up in-person for relationship building
• reach out to contacts and target customers in the host country prior to the event
• look for additional networking opportunities, like conference sessions or social events

With the host country in mind, review your marketing and promotional materials. Consider the following to help make a lasting impression:

• Adjust your value proposition: Potential customers in the host country may value your benefits differently, depending on the local market and competition.
• Review your messaging: Marketing language may need to be more formal in other countries than in Canada.
• Translate your marketing materials: Ensure you have at least one handout in the local language.
• Ensure your promotional material is world-class: Your materials should be professional, clear, and reflect an understanding of the local market. Consider having digital materials available.
• Include vital information on business cards and handouts: This includes:
  • country and area codes
  • email, website, and LinkedIn addresses (consider using QR codes)
  • complete addresses for your company’s offices and representatives    

Delivering a persuasive pitch that clearly explains your company’s value proposition is essential to capture the attention of potential partners, buyers, or investors. Remember to:

• Explain how your product or service can meet your audience’s specific needs.
• Ask questions to understand what your prospective business partner is looking for, then customize your pitch.
• Avoid overwhelming buyers with too many details. Summarize the key benefits of your product or service in a few sentences.
• Distinguish yourself from the competition. Use examples that demonstrate your value proposition and competitive advantage.
• Make it memorable. Tailor your messages so that the buyer will retain them.
• Mention potential next steps, and suggest a timeframe for continuing the conversation.

After the event, be sure to follow up with potential contacts to strengthen your business relationships. 

We recommend sending a brief email to those you met during the event, sharing relevant information and thanking them for their time. This small effort goes a long way in building solid, lasting trade relationships.  

Make sure you let your Trade Commissioner know about any outcomes resulting from your participation in an event! This can include meetings, discussions, and any next steps that took place from a meeting or conversation.

Join us at a trade mission or an event!