How to pick who to meet at a trade show

This is the method we use to turn a public exhibitor list into a meeting plan. Start with what you sell, then look for evidence that a company could buy it.

Updated October 20, 2026

1. Write your ideal customer in one sentence

   Name the kind of company, what it makes or does, and the problem your product solves for it. For example: “We sell inspection equipment to manufacturers that need to check molded medical components.” Write down the companies you won't sell to, too: competitors, distributors if you sell only to manufacturers, or businesses outside your service area.

2. Rule out look-alikes

   Some exhibitors use the right words but do not buy what you sell. A consultant serving medical manufacturers may look relevant to a component supplier, but may never purchase components. Note why each look-alike seems to fit and why it does not, so the same mistake does not enter your shortlist again.

3. Export the public exhibitor list and score each company

   Use the organizer’s export where available. Score each company 0–3 on three things: fit, timing and access. Use 0 for no evidence, 1 for weak evidence, 2 for a plausible match and 3 for a clear match supported by a source.

   Fit means a reason the company could buy what you sell. Timing means a relevant change, such as hiring, a new product or expansion. Access means a realistic way to meet: a booth staffed by decision makers or an existing contact who can introduce you.

   Download the exhibitor scoring template. The sample rows use generic companies. Replace them with your research. The template has fit, timing and access score columns and a total. Put your evidence and source links in “Why”.

4. Pick the 20–40 highest-scoring companies

   Add the three scores and review the companies at the top. Use the evidence to break ties, and choose a number of meetings your team can manage. Decide who to meet at each company. Use a title, not a name, if you do not know them: purchasing manager, engineering lead or operations director, depending on what you sell.

5. Book meetings two to three weeks before the show

   Keep your message short: the reason you want to meet, what you can help with and a suggested time. Leave time to move between halls and keep a short list of walk-ups for cancellations or free time. Recheck the booth numbers before leaving for the show.

If you'd rather not score a thousand exhibitors yourself, we can do it for your show. See how we research and what it costs. To choose your event, browse the trade show calendar.