Relationships are king in European business. Authentic relationships. Authentic relationships built face-to-face (or mask-to-mask) over drinks and shared stories. They’ll learn about the nooks and crannies of your business before considering making any moves.

What does this mean for your European Expo Booth?

Be a DESTINATION. Want to go the extra mile? The most successful European booths entertain their visitors. I’ve see examples from full bands, to DJs to live art to acrobatics. Maybe there is a way to relate it to your products. Maybe it’s just a way to bond over a shared experience with a potential customer. Either way, you are establishing your prescence—laying the groundwork for success Euro style.

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