Trade Show Talk That Doesn’t Suck
Four questions that cut through the noise and start real dialogue
Ditch the dead questions: Why “How’s the show going?” is a waste of oxygen
I just got back from Automate 2025, a great show with some great people. But after day 2, I found myself tired of answering the same questions.
“How’s the show going?”
“What are you seeing in the market?”
“How’s the job going?”
“What do you see in the future?”
After 10 or so booths, I found myself giving the same robotic answer, and I felt disconnected from the people that I respect and care (quite a lot) about.
These aren’t conversation starters, they’re conversation killers. They lead nowhere, tell you nothing, and waste the rare chance to learn from the person in front of you. If you want real insight about operations, pain points, or strategic shifts, ask sharper questions.
Here are 4 that move the needle…
1. “How do you see AI affecting your business and technology in the next 12–24 months?”
Why it works: This makes people pick a lane. It reveals whether they’re applying AI practically, still experimenting, or just using it in PowerPoint decks. It separates the bullshitters from the visionaries.
Follow-up: “Is the value showing up in engineering, service, or somewhere else?” or “What’s been more smoke than fire so far?”
2. “What’s the biggest bottleneck your customers are asking you to fix right now?”
Why it works: This zeroes in on actual customer demand. It tells you where the market is hurting, not what the PR says. It also keys you into the pain points of customers. Even if you are not in the same markets or industries, it is very telling of manufacturers’ worries.
Follow-up: “Is that pressure showing up in specs, RFQs, or pricing?” or “Are you having to rethink your solutions to respond?”
3. “What’s the one process in your company you’d automate tomorrow if cost and complexity weren’t an issue?”
Why it works: This cuts past product fluff and goes straight to operational pain. It opens the door to a conversation about inefficiencies, legacy systems, or gaps in labor. So many companies have great ideas on how to make themselves more efficient or streamlined, but lack the confidence (or willingness to spend) to achieve these goals. Talking about them might help you to make those hard decisions.
Follow-up: “Is anyone actually solving that well right now?” or “Have you tried and failed to fix it already?”
4. “What’s a trend everyone’s hyped about that you think is total BS?”
Why it works: It triggers honest answers and real opinions. This often leads to deeper discussions about how companies really make decisions. It also usually triggers some deep-seated, strong opinions about certain topics (cough, humanoids, cough).
Follow-up: “What should people be paying more attention to instead?” or “Has your team had to push back against this (cobot) hype internally?”
Conclusion
Trade shows are too valuable to waste time on surface-level chatter. If you’re investing time, money, and attention to be in the room, make the most of it. Ask questions that spark real thinking, expose strategy, or reveal pain points. Whether you’re selling, hiring, or just networking, better conversations start with better questions. Skip the fluff because in this industry, information is key and worth more than simple pleasantries.
The Automation Navigator is brought to you by Automation AMA, a company founded and run by an industry leader in assembly, robotics and packaging. Automation AMA offers a variety of services to help you on your automation journey or to help fine tune your engineering, sales, operations and business development departments. Learn more at www.automationAMA.com or shoot me an introductory email.
Great take, Sean! Sorry I didn't run into you at the show. I was there two full days but couldn't see everyone. I will bite: I am embracing AI and actually have started a new business venture to take advantage of AI. We will be providing a low cost subscription service that will troubleshoot automation and robot equipment problems. It will serve as an expert resource alongside a customer's factory techs. It is in development now and we will have a prototype to market by the fall. Message me if interested.