THE ART OF EVENT SUCCESS

Building Leadership and Trust with Clients in Trade Show and Event Planning

by Keith Flemming

9/10/20243 min read

It’s all too common to encounter clients who may struggle with understanding protocols, processes, and industry standards when it comes to successfully planning and executing Trade Shows and Events. They see the tremendous value of engaging in events but have little or no experience. Often a team member is tasked with managing an event under the guise of “part of their job description” and they lack the capacity to meet the demands. The challenges can stem from inexperience or simply being overwhelmed by the complexities of event management. As experts in the field, our role goes beyond logistics; it’s about educating and empowering our clients to make informed decisions, all while building a foundation of trust and leadership.

The Art of Diplomacy: Educating Without Alienating
I find that working with clients who may lack familiarity with certain industry standards, the key is empathy and diplomacy. It’s essential to create an environment where they feel comfortable asking questions, admitting their uncertainties, and expressing their concerns. The last thing I want is to make them feel embarrassed or defensive about their knowledge gaps.

Here are some diplomatic approaches that have worked well for me:

  1. Start with the Basics But Keep it Professional: Begin by acknowledging their expertise in their field. This sets the stage for a partnership, rather than a one-sided dynamic. Ask questions about their experience with Trade Shows and Events to get an idea about their experience and confidence levels. This will give you a gage as to how to Introduce them to relevant protocols and industry standards they may not be well versed, explaining why each is important. Frame it as an opportunity for them to enhance the success of their event.

  2. Provide Context with Real-World Examples: Instead of overwhelming clients with jargon or rigid regulations, contextualize the information with stories from previous successful events. This not only educates but shows them the positive outcomes of adhering to best practices.

  3. Empower Through Collaborative Learning: Involve your client in the decision-making process. Present multiple options that align with industry standards, and walk them through the pros and cons. When they are actively engaged, they gain confidence in their ability to make well-informed decisions.

  4. Use Visuals and Resources for Clarity: For complex concepts, create visual aids or provide reading materials that are easy to digest. Diagrams, timelines, and checklists can break down difficult processes and make them seem more manageable.


Taking the Lead: Your Position of Leadership and Trust
When your clients depend on you to guide them through areas, they find challenging it puts you in a natural position of leadership. This dynamic doesn’t just build trust—it cements your reputation as an expert. Clients will look to you for direction, knowing you have their best interests in mind. That is a priceless position to be in and one to always be mindful of. While this is business relationship, it is based on trust and authenticity. Further, establishing a strong front-end strategy, where potential roadblocks and unfamiliar processes are addressed early, sets the tone for the rest of the project. Here’s why:

  • Clarity at the Beginning Avoids Confusion Later: By addressing uncertainties early, you can prevent misunderstandings and last-minute scrambling. Preparing clients early reduces likelihood of panic as deadlines close in.

  • Builds Client Confidence and Autonomy: As clients begin gain knowledge their confidence will increase. This new empowerment translates to smoother collaboration and quicker decision-making in the long run.

  • Solidifies Your Role as a Trusted Advisor: Clients appreciate a partner who can navigate complex protocols while also offering them guidance. One of my roles is to educate clients. showcases my expertise and willingness to help them succeed strengthens confidence in the process and joint efforts.


The Power of Front-End Planning
A strong foundation means the details of execution can be managed smoothly when the event day approaches. Here’s how front-end planning plays a crucial role in being successful:

  1. Anticipating the Unknowns: The earlier you plan, the more time you have to anticipate potential hurdles—whether it's new industry regulations, unexpected logistical challenges, or a lack of understanding of trade show protocols. Addressing these early provides breathing room to pivot if needed.

  2. Clear Communication Channels: Early planning ensures that both you and your clients are on the same page from the start. Establishing clear communication channels, helps avoid the frustration of last-minute changes or miscommunication, which can derail an event.

  3. Streamlining Decision-Making: When you’ve invested time in educating your clients upfront, the decision-making process becomes smoother and more efficient. There’s less hesitation, and more confidence from all parties involved.

  4. The Payoff of Preparation: Trade shows are often chaotic behind the scenes, but when everything planned in advance, mitigates chaos and becomes more manageable.


To Wrap Up:
Working with clients who may initially struggle with understanding how to manage Trade Shows and Events isn’t a challenge—it’s an opportunity. An opportunity to build relationships, strengthen trust, and establish yourself as an expert in your field.

Through education, collaboration, and early planning, you not only help your clients navigate complex event management processes, you also empower them to make decisions that lead to successful, stress-free trade show events. This dynamic positions you as a leader, giving your clients confidence in your abilities, and fostering partnerships that thrive long after an event concludes. Here is what I’ve drawn from my experiences.