Trade shows and events remain one of the largest investments organizations make to drive growth—yet they’re often one of the most difficult to measure. Whether you’re attending an executive roundtable, hosting a client event, or exhibiting at a major industry conference, success depends on far more than showing up. It requires a strategy that connects every interaction to long-term business growth.
In this video, Amy Franko shares how sales leaders and professional services firms can maximize the value of both curated events and large-scale trade shows. She walks through a practical three-phase framework—from planning and execution to post-event follow-up—to help transform events into stronger relationships, greater visibility, and sustainable revenue growth.
Key Takeaways
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Blend both event types: Curated events build depth; large trade shows build reach.
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Think in phases: Pre-plan with a clear business case, execute with purpose, and follow up with precision.
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Track everything: Data drives better decisions for future events.
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Position yourself as a thought leader: Whether on stage or in a breakout room, influence often begins with visibility.
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Plan for the long game: Not every conversation will convert immediately—but each one can open a future door.
Optimize Sales Growth with the Right Sales Strategy
There’s no better time than now to focus on enhancing your sales strategies. I can help you and your team grow sales results through my sales training program, sales consulting, and sales assessment services. Let’s talk. Contact Amy Franko to schedule time for a discovery conversation.
Frequently Asked Questions
There are generally two types of events to include in your strategy. The first are smaller, curated events—typically invitation-only and limited to one industry, offering deeper, more targeted conversations. The second are large-scale trade shows, which attract thousands across multiple industries and provide visibility, networking, and brand credibility. Both play vital roles in a healthy sales funnel.
A successful event strategy happens in three phases: Pre-event planning: Build the business case and identify measurable goals. Event execution: Balance structured meetings with openness to spontaneous opportunities. Post-event follow-up: Track attendees, document conversations, and nurture relationships for long-term ROI.
Many teams fail to connect events back to measurable sales outcomes. Without a clear business case, defined goals, and post-event tracking, it’s difficult to prove ROI or justify future participation. Treat events as part of an ongoing sales process—not just isolated marketing activities.
Amy Franko can help guide professional services firms and sales teams in selecting the right events, aligning them to the sales funnel, and maximizing ROI through intentional planning, in-event engagement, and disciplined follow-up.
Professional services firms grow through relationships and trust. Events provide opportunities to demonstrate expertise, strengthen client relationships, expand networks, and connect with prospective clients. With a clear strategy and follow-up, they become a powerful driver of long-term growth.
Our Strategic Selling signature sales training program is now available online. This online sales learning program is ideal for professional services and B2B sales. Get started with 2 free lessons.