Timing & Participation
Session: 6 of 10
Duration: 60 minutes
Timeline: 1-2 weeks post-show
Led by: Coach, Relationship Developer
Attendees: Client Sales Team
The Coach facilitates and everyone who worked the show - both on the floor and behind the scenes - comes prepared with their results and feedback. Together, we pull up the goals set in Session 1 and assess whether we hit our targets.
Preparation
Preparation for this session is straightforward — the main job is making sure the client comes ready to discuss their show results honestly. Our goal is assessing whether the show was successful by the standards we set together.
Step 1. Send a Prep Email
From: MiM™ Coach
To: Client Sales Team
Cc: Relationship Developer
Subject: Post-Show Debrief Prep
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Hi team,
Looking forward to our post-show debrief.
No formal presentation — just an honest conversation about how the show went. Feel free to send any of this ahead of time, or bring it to the call. Here's what we'll discuss:
- How many pre-set meetings actually happened on the floor
- How post-show follow-up is tracking
- What worked, what didn't
- Your honest read on whether the show was a success — or if it's still too early to tell
We'll have the goals from Session 1 pulled up and ready to go. Looking forward to digging in and assessing how the show went!
If anything comes up before then, let me know.
Talk soon,
MiM™ Coach
With the team aligned and everything ready to present, you're ready to lead the client through their pre-show outreach session.
Gather
Time: 60 minutes
Led by: Coach
Use these questions to lead the team through an honest assessment of the show. You don't need to ask all of them — let the conversation guide which ones are worth digging into.
Results
- How did our final numbers compare to the goals we set in Session 1?
- How many pre-set meetings actually happened on the floor?
- How many new conversations were started that weren't on the original target list?
Execution
- What worked well — on the floor and behind the scenes?
- Where did the plan break down, and why?
- Was the team's role clarity from Show Roles helpful, or did things shift once you were on the ground?
Follow-Up
- Did follow-up launch within 24–48 hours of the show closing?
- Which post-show relationships have a defined next step?
- Which ones have gone quiet, and is that expected or a concern?
Assessment
- Do we consider this show a success — or is it too early to tell?
- Given your sales cycle, when would we realistically expect to see opportunities surface?
- What would we do differently at the next show?
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: Post-Show Debrief Follow Up
—————-
Hi team,
Great conversation today — thanks for coming prepared and being honest about how the show went.
Here's a quick summary of how your results stacked up against the goals we set at the start of the program:
- [Goal 1]: Target was [X]. Result was [Y].
- [Goal 2]: Target was [X]. Result was [Y].
- [Goal 3]: Target was [X]. Result was [Y].
[One sentence on the overall assessment — hit the mark, fell short, or too early to tell given the sales cycle.]
Over the next 8 weeks, we'll meet bi-weekly to stay on top of every post-show relationship — what's moving, what needs attention, and where we go from here.
Talk soon,
MiM™ Coach
Synthesize
After the call, the Coach and Relationship Developer take stock of what the debrief surfaced. Not every observation warrants an immediate change — one show isn't enough data to rewrite the playbook. The goal here is to capture what's worth watching over the next 8 weeks and flag anything obvious enough to act on now. Keep a running notes list. Revisit it at the end of the Relationship Updates cadence.
Share (Internal)
If any early adjustments are worth communicating to the broader MiM™ team, do it now. Otherwise, hold the observations until the program closes and there's enough data to make them meaningful.
What's Next
Now that the show has concluded, the Relationship Updates cadence begins. For the next 8 weeks, the Coach and Relationship Developer meet bi-weekly with the client's sales team to track every post-show relationship — what's moving, what's stalling, and where follow-up needs attention.
Return to the Trade Show Program Overview to continue.