Attending an international trade fair is a powerful way to generate qualified leads, expand your network and introduce your offering to new markets.
But success doesn’t start at the stand — it starts before.
Reaching out to the right contacts in the weeks leading up to the event dramatically increases your chances of productive meetings and commercial impact.
In this article, we share how to approach potential leads effectively using clear messaging, professional language and the right communication channels.
1. Build a targeted list: who to contact and why
Before writing anything, it’s essential to define who you’re targeting — and for what purpose. We recommend:
- Selecting key profiles by country, sector, role or past interactions
- Using sources such as exhibitor lists, registered attendees, CRM databases or LinkedIn Sales Navigator
- Including name, company, role and country in your lead sheet
- Defining a clear goal: request a meeting? Invite to your booth? Share a product update?
CONSENSO tip: use a structured spreadsheet and adapt the message language to each market.
2. Write effective emails and LinkedIn messages
Pre-event communication should be concise, personal and professional.
Avoid generic messages — the key is to show why a meeting would be relevant for both sides.
Recommended structure:
- Personalised greeting
- Reference to the fair or city (“We’ll be at Trade Fair X in Munich”)
- Brief value proposition (what you offer, for whom)
- Invitation to meet with suggested date/time
- Professional signature with contact details
Example:
Dear Mr Müller,
CONSENSO will be attending the XY Trade Fair in Cologne from 5–7 November. We support industrial companies with certified technical translations in over 30 languages.
Would you be available for a short 20-minute meeting during the event? We’ll be in Hall 6, stand C11.
Best regards,
Pedro Santos
3. Don’t underestimate the power of the phone — even internationally
A brief call (even without prior notice) can make a difference:
- Confirms the message was received
- Clears up questions instantly
- Strengthens commitment to the meeting
Even in more formal markets (DACH, Scandinavia), a polite and clear call is appreciated — especially if there has been prior written contact.
CONSENSO tip: prepare a short multilingual call script or involve an interpreter for key conversations, if needed.
Conclusion: proactive outreach = better results
Reaching out to international leads with tailored messaging in their language may be the deciding factor in your trade fair success.
More meetings, more visibility, more ROI.
At CONSENSO, we support you with:
- Multilingual prospecting content creation and translation
- Customised emails, messages or call scripts per country
- Quality-driven communication for your international campaigns
