Trade shows, meetings, agents : How much time (and money) are wasted without a proper study?
- Elodie Colin-Petit
- Jul 28
- 3 min read
Updated: Oct 26
Every year, hundreds of companies spend thousands of euros trying to “test” the French market.They book a stand at a trade show, meet prospects, or appoint a local agent.
And yet, a few months later, the same conclusions come back:
No sales
No real visibility
No actionable data
No clear idea of what went wrong
Why ?
Because they acted without a proper study beforehand.Because they confused action with strategy.
1. Being active doesn’t mean being relevant
Taking part in a trade show, organising meetings, signing with a sales agent...These are activities. But they are not yet strategic choices.
And let’s be honest:
These are costly activities, mobilising your teams, your budgets and your credibility.
They look dynamic on paper but often rely on untested assumptions.
You thought the trade show would bring in leads?But your offer wasn’t clear to French visitors.
You hoped your agent would boost sales?
You met with potential buyers?
But your pricing, positioning and value proposition didn’t land.
Result: you’re perceived as a supplier “testing the waters” — not as a credible new player.
2. The true cost of “field testing without preparation”
A professional trade show in France typically costs:
€5,000 to €15,000 for the booth
€2,000 to €5,000 for travel, accommodation and logistics
several days of your team’s time
and often... zero revenue at the end
And that’s not even counting the hours spent preparing brochures, scheduling meetings, chasing follow-ups.
But the biggest cost is often hidden:
Team frustration
Lost credibility with the wrong buyers or distributors
And the false conclusion that “the French market isn’t interested”.
Whereas the real issue is rarely the market : It’s the lack of strategic groundwork.
3. Market research isn’t a formality, it’s a commercial tool
A market study isn’t a luxury. It’s not a dusty slide deck that no one reads.
It’s a practical, decision-making tool. It helps you answer key questions before you start investing:
Who exactly are we targeting in France?
What are their decision-making criteria?
How do we position ourselves (price, range, value)?
What does the local competition look like and what can we learn?
Which channels should we prioritise and in what sequence?
In other words: are we really ready to convince?
4. What you avoid by studying first
Doing a proper market assessment helps you avoid:
Talking to the wrong people
Using messaging that doesn’t resonate locally
Relying on an agent who isn’t equipped to sell your solution
Burning through budget on activities disconnected from a strategic goal
More importantly, it gives you a clear picture of:
your real potential
your differentiators
what you need to adapt to succeed
5. What now?
If you’ve already tested the French market with little to show for it: Don’t worry, it’s not too late. But now is the time to pause and reassess. Before you spend more on another trade show, another contact, another action. Take two weeks to refocus. That’s exactly what the France Market Snapshot helps you do: Clarify, structure and prioritise so your next step is built on solid ground.
6. Quick sanity check
Ask yourself:
Have we clearly identified our direct competitors in France?
Do we understand what motivates (or blocks) French buyers?
Is our offer understandable, credible and desirable here?
Do we have concrete evidence of interest from the market?
Is our agent or distributor properly equipped to sell?
If you answered “no” to more than two of these : We probably need to talk.
Let’s talk.
I help international B2B suppliers structure their market entry into France — with clarity, realism and impact. No commissions. No shortcuts.Just a clear strategy to help you make better decisions and get real results.
Get in touch if you want to stop wasting time and start building smart.
Because in France, preparation is performance.
If you’re considering the French market, clarity is your best first step.
Discover how Bloom in France helps it customers move from potential to performance.
