What’s your strategy for getting the most value out of attending trade shows?
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Whitney Elliot, CEO
Innovative Spas
Virginia Beach, Virginia
When I attend trade shows as a buyer, I focus on being strategic with my time and decisions to make sure I bring back real value for the business:
Go in with a game plan: I always start by outlining what I need — whether it’s filling product gaps, scouting new brands or checking out the latest innovations. Having a list helps me stay focused and avoid distractions.
Do my research: Before the show, I review the exhibitor list and highlight vendors or products I want to prioritize. I’ll often reach out ahead of time to schedule meetings, which helps ensure I get quality time with key suppliers.
Ask smart questions: At each booth, I dig into details — pricing, show specials, availability, delivery timelines and what sets their products apart. I’m always on the lookout for exclusive deals or terms that could give my business an edge. We strive for new products, so it always comes with a set of questions.
Stay organized: I take notes, collect catalogs and snap photos of promising products. This makes it much easier to compare options and remember key details when I’m back in the office.
Network with peers: Some of the best insights come from talking with other retailers and vendors. I make time for those casual conversations — they often lead to new ideas or solutions I wouldn’t have found otherwise. It’s a great time to catch up with industry friends and colleagues as well.
Follow up quickly: After the show, I review my notes and reach out to vendors while the details (and deals) are still fresh. Acting fast helps me lock in the best pricing and build stronger relationships with suppliers.
In the end, it’s about preparation, purposeful conversations and staying organized. That’s how I make sure every trade show trip is worth the investment — for both me and my company.
Jennifer Lafleur, Sales manager
Colorado Pool + Spa Scapes
Two locations in Avon and Glenwood Springs, Colorado
Trade shows are a great opportunity for pool and spa dealers, sales teams and technicians to stay ahead in a competitive market. Whether you’re looking for new vendors, the latest technology or hands-on training, a little preparation goes a long way. Here’s how to maximize your time on the show floor.
Go in with a clear plan. Decide what matters most: new vendor relationships, sales strategies or technician training. Review the exhibitor list and education sessions in advance to map out a schedule. If you’re attending with a team, split up so salespeople cover marketing and financing seminars while technicians focus on equipment and service training.
Education should come first. Sessions on automation, energy-efficient equipment, sales strategies and water chemistry can directly impact your bottom line. When visiting vendors, ask targeted questions about pricing, warranty support, lead times and co-op/marketing programs.
Networking is equally valuable. Take time to meet other dealers and technicians, attend mixers and swap insights into what’s working in different markets.
After the event, debrief with your team, share insights and decide which new products or programs are worth adopting. Follow up quickly with promising vendors to request pricing sheets, training dates or co-op marketing support. Finally, put what you learned into action: train staff, update your sales messaging and incorporate new trends into your marketing strategy.
Pro tips:
Divide and conquer — don’t walk the floor as a group.
Download the event app to make scheduling easier.
Bring digital and paper business cards.
Wear comfortable shoes — trade show floors are unforgiving — and bring a sweater.
Nadine Nuzzo, Retail division manager
Arvidson Pools & Spas
Three locations in Crystal Lake, Palatine and St. Charles, Illinois
Chicago is a competitive market with numerous pool and spa stores. Differentiation is key to attracting and retaining customers. Offering superior knowledge is one of our most valuable assets.
Trade shows are crucial for us to stay engaged with the industry, discover new technologies, learn best practices and network with dealers and vendors. We prioritize attending as many classes as possible, strategically assigning staff members to topics that best suit their expertise. We also walk the show floor together to share insights and plan dinners and lunches to maximize networking opportunities. At the end of each day, we “huddle” to review what we’ve learned, discuss products we like and plan for the next day. Even after 21 years in this industry, I’m consistently amazed by how much there is to learn at every event.
Nimisha Patel, Owner
Galaxy Home Recreation
Six locations across Oklahoma and Arkansas
Before we go to a trade show, we have meetings to discuss how the category for the particular trade show has done in sales, what gaps we had in the product offering, what quality issues we had and how we can make the category better for the next year. We research ideas and vendors before going to the show to have an idea of what to expect, since time at the show can go by quickly. At the show, we prioritize face-to-face discussions with vendors and hands-on evaluation of their products. We allocate time to walk the show but focus on booths that fill our needs.