KBIS is a grand and beautifully orchestrated event but don't forget what you're there for in all the excitement, says SENSTEC USA MD Mark Conacher. The real work begins after the event with the follow-up.
I still remember the first time I attended KBIS. Nothing in my experience had really prepared me for the sheer size of this show. An event so vast, it was overwhelming – yet, at the same time, unbelievably exciting. This year, KBIS 2025 was even bigger and better, and as ever, with the International Builders Show happening simultaneously in adjacent halls, the scale doubles – and so does the energy.
But at KBIS, no one is standing around waiting to hand you opportunities – you control your own destiny. I've always approached this event knowing that I needed to be proactive, so I research and seek out the connections I want. In this environment, the mindset has to be about grabbing opportunities and showing willingness to engage with others.
But after the initial rush of meeting new faces and experiencing the 'Go Big or Go Home' atmosphere of KBIS, the real work actually begins afterwards. It's easy to feel on top of the world during the show, but it's really about the follow-up. This is the step that can truly make or break all your hard work during the show.
In the busy environment of KBIS, where everyone is trying to catch the attention of the right people, a single follow-up can get lost in the mix. It's important to be persistent but respectful. People are busy, and it might take a few attempts to catch them at the right time. Your follow-up should be crafted with their needs in mind. They might not know they need you – yet.
By focusing on offering value and showing genuine interest in their success, you create an opportunity for them to see the benefits of connecting with you. The approach is simple really: think about them, not about yourself.
Every year, I've learned that the connections you make aren't always immediate. There have been times when I felt like my follow-up emails had disappeared into some dark void somewhere, only to receive a response weeks later, when the timing was right. I've refined my strategy with each trade show I attend, adapting and evolving my approach until it perfectly fits the situation.
It's easy to go down the road of a one-size-fits-all approach, but I've discovered that a successful follow-up must be personal and tailored. Whether it's an email, a direct message, or even a video email, the method and the message must suit the recipient. This year, I leaned heavily into email follow-ups because they allowed me a clean and targeted way to offer the value I wanted to share at this time. However, video emails will definitely come into play for future communication as I believe they will add a more unique personal touch.
For me, the power of follow-up is all in the details. At KBIS 2025, I reached out to potential partners and industry contacts with genuine messages that reflected my interest in what they were doing. I was deliberate in avoiding copy-and-paste messages that feel impersonal. Every follow-up was designed to offer something of value or, at the very least, a thoughtful acknowledgement of our conversation.
One of the most rewarding outcomes from this approach has been the development of new relationships. I recently picked up a new brand ambassador for SENSTEC USA through these early follow-up efforts, and I've begun some conversations that have the potential to grow into lasting business relationships – even friendships. While it's still early days since the show, the results are already positive, proving that a well-timed, personalised follow-up can open doors.
Of course, following up isn't always smooth sailing. One of the biggest challenges is simply being ignored. It can be frustrating when you put time and effort into crafting your message, only to get no response. However, in many cases, the lack of a response isn't a reflection on the quality of your follow-up but more a reminder that people are busy and sometimes emails do get filtered.
For anyone planning to attend a future trade show and maximise opportunities afterwards, here are some actionable tips:
• Be Proactive: Don't wait for someone to approach you. Introduce yourself and take control of your interactions.
• Tailor Your Message: Avoid one-size-fits-all emails. Spend time personalising your follow-up messages based on what you learned during your conversation.
• Be Persistent, Not Pushy: If you don't get a reply, send another email later at an alternative time. Keep in mind that people are busy, and timing is everything.
• Offer Value: Your follow-up should focus on the recipient. Share insights, offer help, or remind them of how a conversation might benefit them.
• Experiment with the Format: While email might work best for now, be open to trying video emails or even sending something in the mail.
• Build Relationships: Remember that follow-up is about establishing trust. Show genuine interest in the other person, and don't be afraid to include a clear ask when the time is right.
• Learn and Adapt: Reflect on what works and what doesn't. Every follow-up is a chance to learn and improve.
While KBIS 2025 was a whirlwind of activity, it's fair to say the real magic happened after the show, when I took the time to follow up. If you're attending KBIS or any major industry event, remember that the follow-up is where your investment pays off. Don't let an opportunity slip away by relying on the excitement of the moment. Take the time to reflect on your interactions, plan out your follow-ups, and keep the conversation going. Your next big opportunity might just be one well-crafted email away. Small, meaningful steps can lead to big successes.
