Timing & Participation
Session: 7-10 (4 session)
Duration: 30-60 minutes
Timeline: Bi-weekly for 4 meetings
Led by: Coach, Relationship Developer
Attendees: Client Sales Team
The Relationship Updates cadence exists because post-show momentum is fragile. Most follow-up quietly dies two weeks after the floor closes — not because the relationships weren't worth pursuing, but because the day-to-day takes over. These four bi-weekly sessions keep the team accountable to every relationship started or advanced at the show until it's closed, won, or disqualified.
By the final session, the post-show pipeline should tell a clear story — which relationships advanced, which need more time, and whether the show delivered on the goals set at the start of the program.
Preparation
Preparation for these sessions has two jobs — making sure the client comes ready with current updates on every post-show relationship, and making sure the Relationship Developer does too. If either side shows up unprepared, the session stalls.
1 Day Prior
Time Required: 10 mins
Led by: Coach
Step 1. Send a Prep Email
From: MiM™ Coach
To: Client Sales Team
Cc: Relationship Developer
Subject: Post-Show Relationship Update
—————-
Hi team,
We're meeting tomorrow for our bi-weekly Relationship Update. Before we meet, make sure you have a current status on every relationship we're tracking from the show — where things stand, what's been sent, and whether you've heard anything back.
We'll go down the list one by one, so come ready. If you need to check in with anyone on the team before then, now's the time.
See you tomorrow.
MiM™ Coach
Time Required: 30 mins
Led by: Relationship Developer
Step 2. Prep Updates
Before each session, review all outreach activity you have visibility into — what's been sent, what's been opened, and where sequences have stalled. Do your best to build a complete picture of where things stand on both sides. Sometimes the client comes unprepared — if you have information that can move the update forward, bring it.
Use the Relationship Update deck template to organize your updates before the session. This is what you'll present from on the call.
With both sides prepared, you're ready to run the update.
Gather
Time: 30-60 minutes
Led by: Coach, Relationship Developer
The Coach runs the session by going down the line of every post-show relationship, one by one. Either the RD has an update or the client does — but every relationship gets addressed. Nothing gets skipped until it's closed, won, or disqualified.
For each relationship, the team answers:
- What's the current status — active, quiet, or stalled?
- What was the last touchpoint and when?
- Is there a defined next step in place?
- Is this relationship still worth pursuing, or should it be disqualified?
If the client says "I'm not sure" or "let me check with someone" — that's a prep problem, not a session problem. Note it, get the answer before the next session, and reinforce the expectation going forward.
Immediate Follow-Up
Send a short follow-up email after each session, ideally within a few hours.
Follow-Up Email
From: MiM™ Coach
To: Client Sales Team
Cc: Relationship Developer
Subject: Update Follow Up
—————-
Hi team,
Great progress today. Here's a summary of what came out of the session:
Action Items
- [Name] — [next step and owner] · Due [date]
- [Name] — [next step and owner] · Due [date]
- [Name] — [next step and owner] · Due [date]
Let's keep the momentum going — we'll be in touch if anything comes up on our end, and don't hesitate to reach out if you need anything before our next session.
Talk soon,
MiM™ Coach
Synthesize
After each session, the Coach and Relationship Developer step back and assess what the update surfaced. The question isn't just whether relationships are moving — it's whether the current approach is working.
If relationships are going quiet, something needs to change. Consider:
- Are emails being opened but not responded to? The messaging may need to shift.
- Has there been no activity at all? A different channel may be worth trying — a phone call, a LinkedIn touch, or an in-person visit.
- Is the right person doing the outreach? Sometimes a different voice gets a different response.
Push hard for relationships that have real potential. But be honest about the ones that don't — chasing contacts with no realistic path to a working partnership isn't persistence, it's noise. If a relationship has run its course, disqualify it and redirect that energy.
Share (Internal)
As observations accumulate across sessions, note what might be worth updating in the playbook. Hold those notes until the program closes — what worked across the full 8 weeks is what earns a place in the playbook, not what was just attempted. Those notes become the foundation for the playbook walkthrough in the Final Session.
Final Session
The final Relationship Update runs in two halves.
The first half runs the same as every other session — one last pass through every active relationship, final statuses confirmed, action items documented.
The second half is the capstone. Before this session, the Coach and Relationship Developer meet internally to review what worked across the full 8 weeks and finalize what gets added to the playbook. Only proven approaches make it in — not everything that was tried.
In the capstone, the Coach walks the client through their completed trade show playbook — targeting approach, outreach sequences, booth roles, follow-up process, and everything the program surfaced along the way. This is what they now own. Every future show starts from this foundation, not from scratch.
What's Next
Congratulations! You've guided your client through a structured trade show program — they now have a repeatable system, documented roles, and a disciplined approach to every show that follows.
The Coach is responsible for proposing what comes next. Take the discipline built in this program and apply it to broader land and expand strategies — the habits formed here are the foundation for the growth your client is looking for. Identify the right next program and make the recommendation.
Return to the Product Library to see other available products.