Ask anyone who’s attended an ag trade show before and they’ll tell you two things: there’s a lot to see, and it’s impossible to see it all. Walking into a space packed with cutting-edge farm equipment and experts sharing new advancements can be overwhelming, especially with so many companies vying for your attention.
Tanner Winterhof, co-host of the Farm4Profit podcast, knows the feeling well. Having attended countless industry events himself, he’s seen firsthand how easy it is to get swept up in the spectacle of it all and leave without a clear takeaway. “Walking into a trade show without a plan is like going to an auction without knowing what you’re bidding on. You might end up walking away with something, but it won’t be what you actually needed,” he says.
And he’s right. While there’s no shortage of exclusive deals and hard-won industry wisdom to be found, what you take away from a trade show depends entirely on how you navigate it. That means knowing which booths to prioritize, which panels to attend, and how to avoid the dreaded post-show regret of realizing you never actually got around to visiting the exhibitor you were most excited about.
Whether you’re a seasoned trade show veteran or a first-time attendee with a pocketful of business cards and a vague sense of optimism, consider this your roadmap for making every handshake, every seminar, and every unexpected run-in with an industry leader count.
Plan Your Visit Like a Pro
Walking into an ag trade show without a plan is like stepping into planting season without checking the forecast—it’s a risk that could leave you scrambling. Preparation is everything. Before setting foot on the floor, take a beat to strategize. Who do you need to see? What technologies are shaping the future of your operation? Where are the deals hiding?
Research the Event
Start with the essentials: the exhibitor list, the educational sessions, the floor plan. Are you in the market for precision ag technology? Then highlight the companies pioneering AI-driven planting and harvest tools. Curious about soil health? Flag the booths showcasing cutting-edge seed advancements. The more targeted your approach, the less likely you are to waste time wandering.
Tanner Winterhof emphasizes how the right preparation leads to better results. “A little research beforehand can make all the difference in finding the right people and products that can truly impact your farm,” he says. And he’s right. Know what you need. Know where to find it. And most importantly, know why it matters to your farm.
Set Clear Goals
Before you step foot on the trade show floor, ask yourself: what do I actually need? Are you hunting for the next generation of precision planting equipment? Looking for a way to cut input costs without sacrificing yield? Curious about sustainability practices that actually work? The key is to define your priorities early.
Set specific, measurable goals. Maybe that means talking to three ag tech reps about automation, attending two sustainability panels, or getting behind the wheel of the latest combine harvester for a hands-on demo. Give yourself structure, but stay flexible enough to seize unexpected opportunities.
Schedule Key Meetings in Advance
If there’s one thing that sets trade show pros apart from the casual attendees, it’s this: they don’t leave meetings to chance. They schedule key conversations in advance, because in a sea of experts the best opportunities go to those who plan for them.
Most major ag companies allow you to book time slots with their representatives ahead of the show—and if they do, you should take advantage of it. Instead of fighting for a few minutes of rushed conversation at a crowded booth, you’ll get dedicated time to ask real questions, discuss specific solutions for your farm, and even negotiate potential deals. This approach also saves you from spending the whole event trying to track someone down, only to hear “come back later.”
Make the Most of Your Time on the Show Floor
The second you step onto the trade show floor, the sensory overload hits. Towering machinery gleams under the lights, sales reps wave you over with promises of “industry-changing” innovations, and somewhere in the distance, a giveaway booth is drawing a crowd. It’s all designed to pull you in—and if you’re not careful, it will. The trick? Move with purpose, but stay open to serendipity.
Work the Floor Strategically
Timing is everything. The biggest exhibitors? They’ll be swamped midday. Hit them early, when sales reps are fresh and ready to talk, or swing by late afternoon, when the crowds thin out. That way, you’re not fighting for attention—you’re getting a real conversation. And when you do, make it count. Don’t just collect brochures; ask pointed questions: How does this technology improve efficiency? What’s the ROI? Can I demo it on my farm before committing? The best trade show interactions aren’t passive. They’re conversations that shape the future of your farm.
Attend Educational Sessions and Live Demonstrations
The smartest attendees know that the best insights don’t just come from booths—they come from panels, expert Q&As, and real conversations with the people shaping the future of farming. Don’t just read about it months later—sit in the room where those discussions are happening.
“Ag trade shows are a unique opportunity to learn straight from the experts,” says Tanner Winterhof. “Getting hands-on experience with new technology and hearing from industry leaders can provide insights that online research alone just can’t match.”
Winterhof and the Farm4Profit podcast team will be at major ag trade shows this winter, including the National Farm Machinery Show and Commodity Classic. If you’re looking for insight, connection, or just a solid conversation about where the industry is headed, stop by and say hello.
Follow Up and Implement What You’ve Learned
The lights go down, the booths get packed up, and the trade show floor empties—now it’s time to turn insight into action. Review your notes: What’s worth pursuing? If you’re considering a major equipment purchase, compare what you learned at the show with your existing options. If a panel on farm financing offered a game-changing approach, talk to your lender or accountant about what it would mean for your operation.
Want to stay ahead even after the trade show ends? Tanner Winterhof’s YouTube Channel dives into industry trends, trade show takeaways, and expert insights to help you maximize your investment. Whether this is your first trade show or your fiftieth, the formula for success stays the same: plan ahead, stay engaged, and follow up with purpose.