Thinking About Exhibiting in the U.S.?Let's Talk.
3 hours ago
2 min read
Perhaps you're considering exhibiting at a U.S. trade show for the first time.
Or maybe you've already participated in several shows, but the results haven't quite lived up to your expectations.
Either way, if we were sitting down together, I'd probably start by asking you a few simple questions.
First, which show are you considering?
Atlanta? Dallas? Las Vegas? New York?
And more importantly, why that particular show?
Is it where your potential customers are? Does it fit your product category? Are you targeting independent retailers, larger accounts, or both?
And how are you planning to exhibit?
On your own? Through an established sales rep group? In a permanent showroom?
Each option comes with its own advantages, costs, and challenges. What works for one brand may not necessarily work for yours.
Now, let's imagine the show goes really well.
Buyers love your collection. You meet promising prospects. You return to Europe with a substantial number of orders.
Wonderful!
But what happens next?
Over the years, I've encountered European brands that experienced exactly this scenario. They generated promising orders at U.S. trade shows, only to deliver their merchandise four or five months later.
And when customers needed updates, they faced another challenge: customer service managed entirely from Europe, with limited availability during U.S. business hours, language barriers, and little familiarity with American customer service expectations.
What initially looked like a great commercial success quickly became a source of frustration, complaints, and damaged customer relationships.
Taking orders is one thing. Delivering on your promises is what builds a business.
So, before investing in your next U.S. trade show, let's look beyond the booth, the collection, and the orders.
Who will follow up with your customers?
Who will manage the logistics and ensure timely deliveries?
Who will support your sales representatives?
And who will be available when something doesn't go according to plan?
These are the kinds of practical questions I explore with the European brands I work with.
Because building a successful business in the United States isn't simply about being present. It's about having the right strategy, the right partners, and the right organization to turn opportunities into lasting business relationships.
Considering your first U.S. trade show? Or wondering whether your current approach could be more effective?
I'd be delighted to hear about your plans, discuss your challenges, and exchange a few ideas.
Sometimes, a simple conversation is the best place to start.
From strategy to execution, I work as an extension of your team.
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