What ELEVATE Exhibitors Look For in Attendees

The ELEVATE Expo is designed to foster meaningful conversations with manufacturers and industry experts.

“Each year, I typically walk away with two or three new relationships that develop into significant, tangible partnerships,” says Mike Dzurenko, key account manager for Envu. “In addition, I strengthen countless existing relationships by reconnecting with current customers and colleagues. The value is twofold: building new business while reinforcing the partnerships and connections that drive ongoing success.”

You can take your discussions to the next level by reviewing the tips below from ELEVATE exhibitors themselves.

Bring an Open Mind

If exhibitors could list one trait that sets attendees up for success, it would be coming with an open mind.

“Come in with that open mind,” says Luke Gribble, go-to-market manager for John Deere. “Come in ready to talk because all of our folks are trained to do that as well. We can give you the walkaround of the new product. We can listen to your pain points, whether it’s with a product or something else and help you address the issues if you’re running into anything with our product.”

Todd Zimmerman, SVP of dealer sales, operations and product at Kress, says the best attendee interactions are ones where the person is open to new technology and truly wants to understand.

“Think about how you can improve your business as you talk to potential vendors,” says Aaron Griffith, director of professional dealer sales with Stanley Black & Decker. “There may be a new and more productive way to do different areas of your business.”

Be Willing to Collaborate

Similarly, being willing to collaborate and share feedback with exhibitors is critical. Dzurenko notes that when booth visitors avoid eye contact or only stop to see what giveaways are available, those interactions lack value for both parties. He says building connections requires openness and a willingness to have a conversation, not simply browsing and passing by.

“We are always looking for more feedback from end-users who rely on Toro every day,” says Jackson Gray, product marketing associate at Toro. “It’s incredibly rewarding to learn how our products have helped solve real-world challenges. But just as important are the stories about what’s still missing, what could be better, and where the pain points remain. That kind of insight fuels our innovation pipeline and ensures we’re building solutions that truly move the industry forward.”

Gribble says in one particular instance, they were able to troubleshoot a problem within a couple of hours of meeting a customer on the show floor.

“We have the right people, and we can connect with the right people and solve issues relatively quick,” Gribble says. “We will go out of our way to help you, whether it’s on the spot or connecting with somebody.”

Zimmerman says he likes to hear from attendees what economic factors are impacting their business and Griffith encourages contractors to share about their electrification journey.

“I value hearing feedback about what attendees have learned during their time spent in educational sessions, roundtables and discussions at ELEVATE,” Dzurenko says. “Those insights are what bring the crowds back year after year, and they often spark conversations at our booth that can go beyond products to industry knowledge, best practices and long-term growth.”

Do Your Homework

Just like you wouldn’t show up on a jobsite completely unprepared, it’s important to plan ahead before attending the Expo.

“Attendees should take the time to review the exhibitor list in advance and identify the four or five businesses most relevant to their needs,” Dzurenko says. “Setting these priorities and allocating time in advance ensures you have the time to have those purposeful conversations rather than chance encounters.”

Outline your goals for what you want to learn from different manufacturers and research specific brands in advance so you can have more productive conversations that move past small talk.

“The most valuable conversations happen when they approach with a clear understanding of their company’s challenges, whether operational gaps, service issues or retention concerns — and specific goals they’re hoping to address,” Dzurenko says.

Zimmerman says that typically, when attendees have more knowledge about the Kress Commercial brand, they understand how electrification can help with company growth and profitability.

“It’s a good idea to do enough research on each brand you plan to visit so you can ask intelligent questions, but it’s also important to keep an open mind to brands that you may be less familiar with but have the potential to help your business thrive,” Zimmerman says.

Gray suggests coming with thoughtful questions so they can engage in real-world discussions that go beyond high-level specs or general curiosity.

“These deeper conversations allow us to better understand contractors’ challenges and offer solutions that make a real impact,” Gray says.

Questions to Ask

Gray says curiosity is a great trait for attendees to have, as this leads to productive conversations. Gribble agrees that a willingness to learn and ask questions can make a major difference in your experience on the show floor.

“At first glance, you might not even know that our mower is an autonomous mower, until you engage in that conversation and ask the folks that are working the booth, ‘What is this? How is it different than others?’” Gribble says.

Some of the questions that exhibitors love to hear asked include:

• “How do you see other landscape contractors using this equipment in the field?”
• “When is this going to be available?”
• “Can you help me?”
• “How is your brand the right choice or a better option?”
• “When can I get a demo of this product?”

Gray also likes it when attendees are willing to challenge the norm.

“We understand that in order to develop the next generation of equipment, we must be challenged to think outside of the box,” Gray says. “Attendees who can drive this conversation and ask questions to drive this innovation are crucial to our success.”

Build Post-Event Partnerships

Many of the conversations at the ELEVATE Expo can result in long-term connections. You can achieve this by being timely, responsive and action-oriented.

“A willingness to engage in meaningful conversations beyond the Expo proves that the relationship doesn’t end on the show floor,” Dzurenko says. “Keeping up with the conversation and continuing those discussions are critical to advancing opportunities and building trust.”

One example of this is when two reps from a private equity-backed company approached Envu’s booth with the intentional goal of forming collaborative partnerships to improve their training and identify opportunities for efficiency and cost savings.

“That initial conversation has since developed into a national program, with training classes and strategic initiatives already underway,” Dzurenko says. “Encounters like that, along with reconnecting with long-time customers who choose to come back each year and check in to see what’s new, underscore the value of these events.”

At the end of the day, it all comes down to being outgoing and willing to make new connections.

“The wealth of knowledge at this event from your peers and colleagues in the landscaping industry is endless,” Griffith says. “Ask questions, listen, and help each other out. That is the beauty of this industry, the people!”