Referral or affiliate?
A referral is one trusted introduction and normally has no payment. An affiliate can introduce good companies again and again and earns a reward when one places an order.
Referral
One warm introduction based on trust between both sides.
Affiliate
A repeat source of introductions, paid only after a referred company becomes a customer.
Use a fixed amount or a small part of the first order. Pay only after you get paid.
Ask in a way people can answer
A broad question is easy to reject. A specific question makes the person search their memory for one real company.
Do not ask
Do you know anyone who might be interested?
Ask this
Out of all the people you know, is there one company that would benefit from [result]?
- Name the result, not only the product.
- Ask customers, suppliers, agents, and trusted contacts.
- Give them one short message they can forward.
- Follow up once with a concrete example of the company you want.
Why trade shows disappoint
Many companies go without a plan. They hope to meet someone useful, attend dinners, collect cards, and return with no fixed next step.
A trade show should support a sales process. It should not be the sales process.
Use the event to deepen planned conversations with selected companies, not to search for luck in the aisle.
Step 1: find the right companies
Start with exhibitor and attendee lists. Check the event’s LinkedIn posts, followers, likes, and comments. Remove every company that does not fit your Distributor Plan.
- Get the exhibitor or visitor directory.
- Use LinkedIn and Sales Navigator to find the company and decision maker.
- Filter by product range, buyer, market, team, and service ability.
- Build the meeting list before anyone books travel.
Step 2: book before the show
Do not send a long pitch. First confirm they are attending. Then ask for one short fixed meeting.
FIRST MESSAGE: Hey [name], are you attending [trade show]?
Wait for the reply, but no longer than three days.
SECOND MESSAGE: I saw that you already distribute [product type]. We are looking for a partner in [their market]. It may be worth talking for 15 minutes there. Are you free at [time 1] or [time 2]?
Step 3: book the next call there
If the meeting is useful, do not leave the next step open.
This looks worth continuing. Would Tuesday or Thursday work better for a video call?
We’ll be in touch. Leave a good meeting with the next meeting already booked.