AI is everywhere. From automated emails to sales chatbots, businesses are being optimised, streamlined, and in many cases, dehumanised.
But here’s what all the hype forgets: your distributors aren’t algorithms. They’re people. And people don’t buy based on spreadsheets alone. They buy based on trust, emotion, and yes, sometimes over a good glass of wine.
As Cyndi Lauper sang in ’83, girls just want to have fun. Well, so do distributors. And if you want to win them over, the trade show floor is still where the magic happens.
While AI can automate a follow-up, it can’t clink glasses, read the room, or build genuine human connections.
In this blog, we unpack why showing up still matters, how trade shows forge bonds that automation can’t, and why being human beats being perfect—every time.
Start with Trust: Why a Dinner Beats 1,000 Emails
Mass outreach might fill your CRM, but it rarely fills your calendar with meaningful conversations. Why? Because it’s generic, shallow, and lacks the single most important ingredient in distributor relationships: emotional connection.
High-quality distributors, especially those with strong networks, aren’t trawling their inboxes hoping for another templated pitch. They’re looking for brands they trust, align with, and actually like.
You might have the best product in the category, but if there’s no shared ambition or cultural fit, the relationship often collapses before it even begins.
In my previous blog, I compared distributor selection to dating. You wouldn’t propose after the first meeting, so why rush into a distribution deal without building rapport? Sometimes, a relaxed dinner and a shared laugh can do more to move a deal forward than any rehearsed sales pitch ever could.
I learned this the hard way in Florence, 2003, at the Pitti Trade Show.
A distributor invited me to dinner at a classic osteria—candles, old wine, even older waiters. After the mains, out came the grappa.
“This,” he said, raising his glass, “is how we finish business in Italy.”
Not wanting to seem green, I knocked it back. Big mistake.
The burn was instant. My eyes watered. I couldn’t speak. He laughed, clapped me on the back, and poured another.
We signed a deal that night. Was it the pricing? The product? Maybe. But I’ve always believed it was that grappa moment—the shared ritual and raw vulnerability—that sealed the trust.
So, my takeaway? Sip the grappa. Respect the culture. And never underestimate the power of shared pain to build partnerships.
And once that connection is sparked, it needs somewhere to grow. That’s where trade shows come in.
Show Up Where It Counts: From Zoom Fatigue to Show Floor Chemistry
In international sales, screen fatigue is real, and so is the emotional disconnect that comes from digital-only engagement.
When manufacturers rely solely on email campaigns or cold outreach, their messages get buried in a sea of pitch decks. The result? Decision fatigue and zero emotional resonance.
Trade shows change that. They bring the energy back into discovery. They give distributors the chance to touch, taste, and test products in a way no Zoom call can replicate. And they allow for off-script conversations that build the one thing AI can’t deliver: chemistry.
Tony’s Chocolonely is a prime example. The Dutch chocolate brand, known for its 100% slave-free mission, has used trade shows to tell its story face-to-face. They showcase their transparent supply chain, engage distributors with purpose-driven messaging, and use these platforms to connect with like-minded partners.
What’s the result?
Between FY 2022–23, Tony’s posted a 23.2% jump in revenue, hitting €150 million. U.S. sales alone doubled, helping drive record growth of 33% in the year ending September 2024. Their visibility and authenticity at trade shows played a pivotal role in accelerating this expansion.
But the value of being present isn’t just emotional – it’s measurable.
Why Trade Shows Pay Off: The ROI of Real Life
Trade shows aren’t cheap. Flights, samples, staffing… there’s real cost involved.
But showing up shouldn’t be seen as a sunk cost; it’s a strategic investment. It tells your distributors you’re serious about building the relationship, not just making the sale. That alone can shortcut months of cold outreach and build trust in days, not quarters.
Compare that to the cost of a misaligned distributor: botched launches, lost inventory, legal disputes, and reputational damage. Suddenly, that plane ticket doesn’t seem so expensive anymore.
Just look at Mondelēz International, the parent company of Oreo and Cadbury. At events like the Sweets and Snacks Expo, they don’t just show products – they create experiences. Their presence is strategic: it lets them interact directly with distributors, gather feedback on new launches, and test-market concepts in real time.
And it paid off. In Q1 2025, Mondelēz reported a 3.1% increase in organic net revenue, with distributor-led growth driving performance in the chocolate category. Their trade show strategy continues to strengthen their foothold in both mature and emerging markets.
Beyond the revenue, trade shows give you something no spreadsheet can: emotional buy-in.
The Power of Presence: AI Can’t Do Aperitivo
AI can send the follow-ups, but it can’t toast a deal with a Negroni.
It can’t share a laugh, read the room, or establish a lasting partnership.
At its core, business is still emotional. Distributors don’t just buy products; they buy into what makes them feel good. That kind of connection isn’t forged through PDFs or CRM workflows. It’s born through spontaneous moments, shared experiences, and the kind of warmth that only exists when people meet in person.
Because when people feel good, they trust. And when they trust, they buy.
So, know when to pitch and when to simply show up and be human, because the relationships you build will carry further than any automated nurture sequence ever could.
Be Human. Be Present. Be Remembered.
In a world obsessed with scale and efficiency, it’s easy to forget that distributors are people first.
They want to be seen, heard, and understood. They want partners they can trust—and have a drink with.
Trade shows may not be the cheapest tool in your marketing stack, but they’re still one of the most effective for building high-value, high-trust partnerships.
So the next time you’re torn between writing that follow-up email or booking that plane ticket, remember:
Distributors just want to have fun.
And when they do, they remember you.
So, whether you’re entering a new market or searching for the right international partner, Mike Todd can help you do it with clarity and confidence.
From sourcing high-performing distributors to auditing your existing network, Mike is your go-to expert for all things distributor-related.
