Building real connections that become lasting business relationships
The Problem
Most business cards from trade fairs end up in the bin.
You spend three days at a fair, you have great conversations, you exchange contact details with 50 people... and then nothing happens. Why?
The disconnect
What most people do: Collect cards. Move to the next person. Repeat. The goal becomes the card, not the relationship.
What actually works
Strategic networking: Listen more than you speak. Find genuine points of connection. Make clear commitments. Follow up with intention. The goal is trust, not collection.
Why do you think collecting many cards isn't the same as building real relationships? What's the difference between transactional contact and a genuine connection?
The GIVE Framework
Strategic networking isn't about selling. It's about exchange. Use GIVE to build real connections:
G – Genuine Interest
Start by being interested, not interesting. Ask real questions about their challenges, goals, and context.
Examples:
"What challenges are you facing in supply chain right now?"
"How is your team handling the shift to remote work?"
"What's your biggest priority this quarter?"
I – Identify Shared Goals
Listen for common ground. Where do your interests overlap? What problem do you both solve?
Examples:
"We had a similar situation with cost management last year."
"That's interesting—we're both focused on sustainability."
"I think we might be serving similar clients."
V – Value Exchange
Offer something specific and useful. Not a sales pitch—something they actually need: information, an introduction, a resource, a perspective.
Examples:
"I think there could be some synergy between your operations team and our consultants."
"Can I send you the report we did on this? It might help your planning."
"I know someone in logistics you should talk to—shall I introduce you?"
E – Exit with Action
Don't let the conversation end in vagueness. Make a specific, concrete commitment.
Examples:
"Can I send you that case study next week? Let's aim for Tuesday."
"I'll set up a call with my lead engineer—shall we do Thursday or Friday?"
"I'm going to research your company and follow up with three specific ideas. Expect an email from me by Wednesday."
Practise each part. Choose a person you might meet at a fair and create: 1) A genuine question for G, 2) A point of connection for I, 3) Something you could offer for V, 4) A specific next step for E.
Transactional vs Relationship Networking
The difference between collecting contacts and building relationships:
Transactional
Goal: Collect as many cards as possible.
Question: "So what do you do?"
Time: 3 minutes, then move on.
Follow-up: Generic email to 50 people.
Result: Ignored or deleted.
Relationship
Goal: Find mutual benefit and stay in touch.
Question: "What challenges are you solving right now?"
Time: 10 minutes of real conversation.
Follow-up: Specific email with something relevant.
Result: They reply. Coffee call. Partnership.
Your Strategic Networking Plan
Before your next fair, think strategically:
Who are the 5-10 key people you want to meet?
What's ONE thing you could offer them? (Not your product—what they actually need)
How will you qualify conversations? What signals tell you this is a real fit?
Explain your plan. What makes it strategic rather than random networking?
Real Networking Scenarios
Practice responding naturally in 3 minutes. Let's do one together first, then you try alone.
Scenario 1: The Industry Panel Afterparty
The Situation
You're at drinks after a keynote panel on sustainability. The person next to you is from a competitor, but they seem interesting. You've never met before.
Their opening: "Interesting panel. I wasn't convinced by their point on carbon tracking."
You respond with genuine interest. 3 minutes.
03:00
Your aim: Find what they're really concerned about. Don't pitch. Ask what they think works better. Can you find any common ground on sustainability challenges?
Scenario 2: Stuck on the Shuttle
The Situation
You're on the airport shuttle with someone from a logistics company. They're checking their email, but you have 20 minutes together.
Your opening: "Long fair?"
Genuine conversation about their fair experience. 3 minutes.
03:00
Your aim: Listen more than you speak. Find out what brings them to this fair. What's their biggest challenge right now? How might you stay connected without being pushy?
Scenario 3: Standing Next to a Speaker
The Situation
A keynote speaker is standing alone at the coffee station. You found their talk valuable. You want to say hello without being creepy or over-eager.
Your opening: Start naturally.
Build a genuine connection. 3 minutes.
03:00
Your aim: Be specific about what resonated from their talk. Ask a real question. Don't ask them to work with you—ask what they're working on.
Which scenario was most challenging for you? Why? What would you do differently next time?
LinkedIn Connection Message
After the fair, you connect with someone on LinkedIn. This is your chance to stand out from the 100 generic "Nice to meet you" messages.
The Formula
Specific reference: Mention something you discussed or observed about them
Personal note: Why this connection matters to you
Value hint: Something you might be able to help with (or just genuine interest)
Light next step: Keep it optional—don't demand anything
Examples
Example 1: "Hi Alex, great chat about your logistics expansion into eastern Europe. I was impressed by your timeline—that takes real planning. I've worked with three companies on similar expansions and would be happy to share what we learned about local compliance. No pressure, but worth a coffee if you're open to it. All the best, Sam"
Example 2: "Hi Jordan, lovely to meet you at the sustainability panel. Your point about carbon tracking resonated—we're wrestling with the same problem. Would be great to stay connected and see if there are ideas worth sharing. Here's to the work ahead, Chris"
Now You Write
Think of someone you actually met (or imagine a realistic contact). Write a LinkedIn message:
Read your message aloud. Does it sound genuine or like a template? Would you reply to it?
Reflection
Remember the Five Frameworks
You've now learned the core frameworks for trade fairs. Let's check your memory:
Lesson 1: How do you sell in 30 seconds?
HOOK-SOLVE-PROVE — Grab attention with a hook, show the problem you solve, prove it works with evidence or credibility.
Lesson 2: How do you explain the real value?
FAB (Feature → Advantage → Benefit) — Move from what you have (feature) to what it does (advantage) to why they care (benefit).
Lesson 3: How do you negotiate?
PREP (Position → Reason → Evidence → Proposal) — State your position, explain why, back it up with evidence, then propose a way forward.
Lesson 4 (today): How do you build real relationships?
GIVE (Genuine interest → Identify shared goals → Value exchange → Exit with action) — Listen, find common ground, offer something real, commit to next steps.
Now you can...
I can ask genuine questions that show interest rather than just pitching.
I can listen for shared challenges and find points of connection. I can offer something valuable without making it transactional. I understand that relationships, not card collections, lead to real business.
Next lesson: How to handle tough questions and objections at a fair.