Many companies spend money on finding leads at trade shows. With a booth to draw the attention of new contacts it is also an ideal way of meeting existing clients and partners. You can catch more birds with one stone so to speak. However, over the past years the following question gets raised more often: What do we get out of it? Are trade shows as sales channel still the right approach?

For start-ups it is often a no brainer to attend trade shows because when they don’t know you, they will not buy from you. Therefore, attending trade shows as sales channel creates the opportunity to increase brand awareness and meet as many potential clients as possible in one place in a short period of time. However, your competitors are also there, and it is a big investment because you need a booth with consistent brand content, marketing materials, goodies etc., to make sure you leave a good impression, so people think of you and not your competitors when they want to buy a solution.

And don’t forget competent sales and technical staff at the trade show is really crucial to get the best results. If it is a one-day event, that often is not a problem but having multiple trade shows for more than one day at different locations, turns into a logistical challenge.

When we look at scale-ups and companies that have been around for many years, trade shows are also a good way to meet existing clients and partners. Often no expense or effort is spared to put on a great performance.

Since 2011 NextSales has supported many clients at trade shows. What we have learned from this is that not always there is a clear plan because if you want trade shows as a sales channel to be successful for your company, you need to have a clear goal in mind: What do you want to get out of the trade show? When is it successful? This needs to be clear to all parties involved. Also, a key element is evaluating afterwards what the outcome has been. This doesn’t always happen because staff is already working on a next trade show. Also, the evaluation of how much money and manpower have we invested in the trade show versus what were the results is not something many companies do.

Coming back to the last question at the beginning of this blog: Are trade shows as sales channel still the right approach? Yes, they can still be the right channel for your company, but only if you make a good plan, set realistic goals at the start and evaluate the results closely and making adjustments for the next trade show.

6 phases for a successful trade show

1. Plan – Must be realistic
2. Preparation – Good prep is half the work
3. Exhibition – Your time to shine
4. Follow-up – Never skip this part and be persistent
5. Evaluation – Learn from mistakes, build further on what went well
6. Next steps – Get better with every next step you take and set new goals

Do you have any trade shows in mind you could need our support? Let us know by filling out our contact form. We look forward having a further discussion!

Healthcare & ICT 14 -16 April 2026

Wednesday April 15th 2026, NextSales attended the Healthcare and ICT (Zorg & ICT) trade show in De Jaarbeurs, Utrecht in the Netherlands for one of our clients. This yearly recurring trade show brings together over 235 exhibitors demonstrating to thousands of visitors how innovative technology and smart IT solutions are advancing healthcare today and tomorrow.

Our client Academie Aan de Angstel offers flexible language courses for medical and business professionals to improve their German language skills. If it is on site or online, one-on-one or for a group, there is a custom training for everyone, beginner or advanced. Since Healthcare and ICT are two of the focus industries for Academie Aan de Angstel, this trade show as a sales channel was an event they wanted to attend as visitors instead as exhibitor to explore if it would be a right way to find new leads.

Preparation & Execution
As a starting point we have taken the 235 exhibitors and did some research to see which companies either have job openings for German speaking personnel, have a branch office in German speaking regions or work with German speaking clients and partners. The result was that we identified around 80 companies as potential targets.

During the trade show a native German trainer and sales representative have jointly visited the booths of the potential targets to explore if there is any need for support improving their German language skills.

We were pleasantly surprises by all the positive feedback we received. In the coming weeks we will focus on the follow-up to provide interested parties with additional information and have further discussions about which training programs can be started. After the follow-up we will evaluate the results and align on the dos and don’ts for a next event.

Upcoming trade shows

eRIC 22-23 April 2026 

During eRIC 2026 – Expo Disaster Response, Incident Management & Crisis Management – professionals from the security domain will meet at Twenthe Airfield. Knowledge sharing, innovation and cooperation will take center stage for two days. With a varied program of content, impressive demonstrations and more than 250 exhibitors on the trade shiow floor, you will discover the latest innovations that contribute to a safer Netherlands.

CyberSec Brussels Belgium 20-21 May 2026 
CyberSec Jaarbeurs the Netherlands 9-10 September 2026 

In 2026, CyberSec is going bigger. Expect a brand-new OT Theatre dedicated to operational technology security, plus an expanded Tech Theatre with even more practical sessions, demos, and deep dives.

Experience the latest cybersecurity solutions, connect with industry leaders, and be part of the conversations shaping the future of digital security. Expect inspiring keynotes, cutting-edge innovations, and valuable networking opportunities with experts from across the field.

HSD NL Cybersecurity week 5-9 October 2026 

Security Delta (HSD) is the Dutch security cluster that brings together around 300 businesses, government organizations and knowledge institutions to secure our digitizing world.

HSD partners are convinced that only by working together and sharing their knowledge they can make a significant contribution to a more secure world and strong Dutch economy.

European cybersecurity start-ups and SMEs will have the opportunity to pitch their solutions on stage, gaining visibility and engaging directly with the investment community, while the wider cybersecurity ecosystem is invited to join as participants.