Relationships with your overseas counterparts—trade shows, associations and trade media, will enhance your show’s global reach, resulting in more international exhibitors and visitors to your show. Here’s how to start:

1. Determine the countries or regions of the world with the most potential. Sometimes the easiest way to begin is with your exhibitor and attendee lists. What countries/regions are most represented? Is it Mexico? Canada? Europe? China? It’s important to take note that you may have more exhibitors from one area, visitors from another.

2. Find both the counterpart associations, trade shows and trade media and their managing directors, presidents, publishers. It’s all out there on the Internet these days. No excuses!

3. Determine what you want from the relationship. A trade-out, booth for booth? Free advertising? Email lists or blasts done on your behalf? What are you willing to give? Commissions on sales? Hosted buyers? Airfare and accommodations for key executives?

4. When you make the initial contact, be sure to send out the introduction email under the name of a key executive. (As we discussed in last week’s blog, outreach should be done boss-to-boss, executive-to-executive or you are most likely doomed for failure!)
   
NOTE: The first contact should discuss your organization (including brief history), show (and how important it is in the U.S.), and a general outline of what you hope to give them by forming an alliance.

Yes, I said, “give them”. As in all sales, it’s beneficial to point out what’s in it for someone else before saying what you want. If you aren’t sure, the phrase “mutual cooperation” always works.

5. Be persistent! You may not hear back right away. Try again! If that doesn’t work, call. Speak in English slowly. Lastly, be persistent.

Building solid international relationships takes work, but the results are worth it.