Don't Wait at the Booth: Book Meetings Before Your U.S. Trade Show

Attending a U.S. trade show without meetings already booked? You could be wasting your biggest opportunity before the event even begins. In this practical webinar, Dan Griffith, Founder & CEO of Greater Gain Group, joins Norinnova to explain how international founders, healthtech companies, and B2B sales teams can turn U.S. trade shows into real sales pipeline. Instead of relying on booth traffic, badge scans, or random networking, Dan walks through a repeatable conference sales strategy designed to identify the right buyers, secure meetings before arrival, and create opportunities that continue moving after the event. Using Alfred Surgery, a Norwegian surgical education technology company, as a live case study, Dan demonstrates how to prepare for a major U.S. healthcare conference, including HLTH. The workshop follows a straightforward framework: 60 DAYS. THREE JOBS. ONE SYSTEM. BEFORE THE SHOW: SELL THE MEETING Build a targeted account list, identify relevant decision-makers, sharpen your value proposition, and use conference apps and LinkedIn to book meetings before you fly. AT THE SHOW: SELL THE FOLLOW-UP Have focused conversations, identify the buyer's real business problem, understand the decision-making process, and secure the next meeting while you're still together. AFTER THE SHOW: BUILD THE PIPELINE Use the Wheels-Down Rule, deliver relevant follow-up materials, equip internal champions, and maintain conversations long enough for opportunities to develop. What you'll learn How to evaluate whether a U.S. trade show is worth attending using the 25-Match Rule How to identify 25 or more relevant target accounts before an event How to write a concise outcome statement that connects with U.S. buyers How to optimize LinkedIn profiles and conference app messaging How to approach customers, strategic partners, and investors differently How to work toward 15–20 pre-booked meetings before traveling Why the U.S. healthcare buying process involves multiple stakeholders The three questions to ask during every important conference conversation How to make your conference materials useful instead of forgettable Why every initial follow-up should be sent before your plane lands How to use the "Should I close the file?" follow-up when prospects go silent How to turn conversations into qualified opportunities and measurable conference ROI A live U.S. market entry case study Throughout the session, Dan works with Alfred Surgery to demonstrate how a Norwegian healthtech company can position its solution for American healthcare buyers. The discussion covers surgical education, hospital systems, clinical competency, patient safety, risk and legal departments, procurement, and the challenges of reaching decision-makers in the U.S. healthcare market. The same principles apply beyond healthcare. Whether you're attending HLTH, an InsurTech conference, a SaaS event, or another major U.S. industry trade show, success depends on knowing who you need to meet and why they should care. The biggest takeaway A conference is not a three-day networking event. It's a sales process that begins before you arrive and continues after you leave. You don't need hundreds of badge scans. You need the right conversations, clear next steps, and a follow-up system that moves opportunities forward. If you're a founder, CEO, sales leader, or international business planning U.S. market expansion, this workshop provides a practical framework for building pipeline from industry events. Watch the full session to see how Dan applies these principles to a real company. Featuring: Dan Griffith | Founder & CEO, Greater Gain Group Norinnova | Norwegian Innovation Ecosystem Alfred Surgery | Live Healthtech Case Study Connect with Dan Griffith and Greater Gain Group to learn more about building a repeatable U.S. go-to-market and conference sales strategy. #TradeShowStrategy #USMarketEntry #B2BSales #ConferenceROI #GTMStrategy