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17 “Dont’s” when coming to a trade fair in Russia

1. Don’t come to the show without first doing market research. You need to know in advance the names of the key players in your field in Russia.

2. Don’t book your hotel on the wrong side of the city. There are several trade show centers in Moscow and they are located quite far away from each other. Before booking a hotel, first make sure where your trade fair will take place.

3. Don’t make a last minute hotel booking. During big trade fairs, hotels near the exhibition centers may be sold out two months before the show.

4. Don’t use too many words on your booth posters. Normally, your company and your product name translated into Russian will be sufficient. Your country and website are optional.

5. Don’t forget to carefully check the accuracy of the information printed on your business cards and posters. Even a small misprint in your email or website could cause you to lose a potential client.

6. Don’t just sit behind the table and wait for attendees to come to you. Stand up and greet people, invite them to stop by and have a look at your products.

7. Don’t ask people: “How may I help you?” Briefly introduce your product and tell them about its unique value. Make people feel motivated to know more about your company.

8. Don’t give away your catalogues or other exhibition materials unless you get the potential client’s contact information in exchange.

9. Don’t spend too much time with one lead unless you know that he is very seriously interested. If you do, you might miss other good opportunities.

10. Don’t come late to meetings with a client. In general, Russian people are punctual, especially those who are serious about business.

11. Don’t state a price unless you are sure that the price you are quoting is well thought-out. If your price is too high, it may scare away a client. And if you dramatically reduce the price later on, he might think you are going to compromise on the quality.

12. Don’t miss the chance to talk with other exhibitors. They may become your clients, or they might provide you with important information. Don’t postpone visiting them until the last day. The key people may only be at the trade show during the first two exhibition days.

13. Don’t forget to prepare small gifts for your key clients.

14. Don’t come late to the show and don’t leave before it ends. If you do, it will seem that you don’t take your business seriously.

15. Don’t leave your notebook with lead contact information unattended. In addition, taking a picture of each page of your notebook will ensure that this information is kept safe.

16. Don’t put off sending thank-you emails to your leads. Ideally, they should be sent within 48 hours.

17. Don’t think that just being present at the trade fair will bring you a huge result.

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