If Hannover Messe is in your calendar, this question matters

If Hannover Messe is already in your calendar, this question matters:

“Are you going there to “exhibit” or to build pipeline?”

Every year after the fair, I hear the same sentence:

“We had great conversations. But nothing moved forward.”

The issue isn't the product.

And it's not that Germany is "too difficult".

It's the lack of structure.

German trade fairs are not where contracts are signed.

They are where interest is validated.

The real sales process starts the day after the fair.

With booth costs, travel and logistics combined,

participating in a major trade fair is a serious investment.

Yet many companies "attend" without ever designing a strategy.

Companies that generate ROI think differently.

They don't treat the fair as an event.

They treat it as a structured project.

If you're planning for Hannover Messe in April, now is the time to ask:

• Who exactly are we targeting?

• What concrete next step will we agree on?

• What happens in the 30 days after the fair?

ROI is not decided at the booth.

It is decided in preparation.

In the next post, I'll outline what should happen

in the two weeks leading up to the fair.

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If you need a fair strategy that delivers real results, book a consultation.