Trade Show Tips for Small Business

Trade Shows and Tips for Small Businesses: Slàinte Sauces' Experience

In January, I packed up our boozy Scottish sauces and headed to the Scottish Speciality Trade Show in Glasgow. This was my fourth trade show, and let me tell you, I love a good trade show! After the chaos of Christmas markets (hauling 28kg boxes of sauce up and down stairs us stallholders quietly curse every step), a trade show feels like relative bliss.

If you're a small business thinking about attending a trade show, here are my top tips to make the most of it.

1. You Don’t Need Masses of Stock

Unlike markets, where customers buy on the spot, trade show buyers are here to explore. Many don’t want to carry anything, so just bring products to display and sample.   That said, have some takeaway products handy, some buyers do like to try before they commit.

2. Testers Help, But Business Is Business

Samples are great, but most buyers are focused on three things:

• Are you a good fit for their retail space?
• Do your products sell?
• What are the margins?

Make sure you have a mini sales pitch ready, who you are, where you sell, and who your target market is. Sales attract sales, so let them know where your products are already successful!

3. Be Ready with Your Trade Information

Have an order form ready with:

• Wholesale price, RRP, and gross margins
• Delivery times
• Invoice terms
• Any trade show special offers (if you can afford one, maybe free delivery or a small discount for upfront payment)

4. Know Who You’re Talking To

Trade shows attract all sorts: genuine buyers, curious staff, and plenty of people trying to sell you things (labels, packaging, services, etc.). While it can be frustrating when you’re there to sell your own products, always stay polite. A quick “Can I take your card?” keeps things moving while keeping your brand image professional.   Do not become the disgruntled grumpy person at your stand, people are watching!     

5. Master the Trade Show Conversation

It all starts with a smile and a greeting. If you have samples, offer them. Ask light questions to start: “Are you enjoying the show? Have you been before? Did you travel far?”

Then, qualify them: in my case “Do you have a shop? Is it a deli, farm shop, or do you cater to Scottish tourists? Do you create food hampers?”  ask questions they are more than likely be very happy to talk about their shop, this is also the start of building a potential relationship with them.   

If they’re a good fit, tell them where you already sell, go over your pricing and margins, and hand over an order form. Then, the crucial part: Ask for the order! If they don’t commit on the spot, make sure they take the form and—most importantly—get their contact details for follow-up.

6. The Real Work Happens After the Show

Most buyers won’t place an order on the day. Follow-up is everything! Call or email within a few days, this is where the sales magic happens.

7. Network, Network, Network

One of the best parts of trade shows? The other small business owners. They truly understand the hustle, the stress, and the joys of running a business. Chat to as many as possible, you’ll get invaluable advice and connections.

8. Pack Wisely

Don’t forget the essentials:

• Water, coffee, tea, and snacks (trade show catering can be pricey!)
• Pens, notepads, and business cards
• Comfy shoes—trust me on this one!
• Mints and deodorant (because no one wants to talk to the garlic-breath, sweaty person)

Trade shows are an investment, but they can be a game-changer for your small business. Keep your energy high, enjoy the connections, and most of all—have fun!

If you want to see our range of boozy Scottish sauces (perfect for food gifting, Scottish hampers, and easy gourmet meals), check out Slainte Sauces. And if you’re a retailer looking to stock something unique, get in touch!  We have an order form ready to go !!! 

Thanks to www.foodfromargyll.com for helping with this trade show.  A fabulous organisation if you are a food producer in Argyll 

www.scotlandstradefair.com  

Let me know if you recommend any other trade shows for small food producer?  Also if you have any nuggets of advice you can add 🤩