Lessons in goal-setting from the InstallerSHOW Exhibitor Day

I’ve attended plenty of industry events—sometimes as a speaker, sometimes as an exhibitor, and sometimes just to connect with interesting people. But one of the biggest mistakes I see people make when they head to a conference… They show up without a plan.

At the recent InstallerSHOW Exhibitor Day, I had the pleasure of hosting a lineup of brilliant speakers and panelists, including marketing pros and seasoned exhibitors. One of the most valuable takeaways came from Claire Brumby’s ‘Planning for Success’ session.

She introduced a powerful framework for approaching events: setting A, B, and C goals.

What are ABC goals?

Whether you’re attending an event to exhibit, network, or speak, it’s easy to get caught up in everything else you have going on, meaning you don’t have time to properly plan what you want to get from the event. Setting clear A, B, and C goals ensures you walk away with some wins.

C Goal - The safe win. The minimum level of success — something you know you can achieve.
B Goal - The stretch. Something that pushes you slightly beyond your comfort zone.
A Goal - The big, ambitious, ‘why not?’ goal.

Even if you don’t hit your A goal, you’ve still smashed B and C along the way. That’s progress.

Examples of ABC Goals

If you’re an exhibitor

✅ C goal: Collect 100 leads — doable, you’ve done it before.
💪 B goal: Secure 200 leads and book five follow-up calls with key prospects.
🎯 A goal: Walk away with a major deal or media coverage.

If you’re attending to network

✅ C goal: Have 10 good conversations and swap business cards.
💪 B goal: Set up five follow-up meetings with potential partners.
🎯 A goal: Land a client, job offer, or partnership.

If you’re a speaker

✅ C goal: Deliver a great session and connect on LinkedIn with 10 attendees.
💪 B goal: Get two warm leads for future work.
🎯 A goal: Secure a paid speaking gig or long-term partnership.

Why This Works

Most people set just one goal, and if they don’t hit it, they feel like they’ve failed. The ABC framework gives you momentum. By working toward your A goal, you’ll naturally achieve B and C along the way.

So, before you head into your next event, ask yourself:

👉 What’s my A, B, and C?

If you’re exhibiting or speaking at an event and want to maximise your impact, let’s connect—I’d love to help you make it a success.

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