Turn Trade Fair Conversations Into Qualified Leads & European Distributors
Your European sales representative at Messe Düsseldorf, Koelnmesse and Messe Essen.
About
Joan Juwel is a Düsseldorf-based B2B sales consultant and founder of NeverMind B2B, with over 10 years of experience supporting international companies at trade fairs, conferences and B2B events across Europe and the USA.
For international brands exhibiting in Germany without a European office — NeverMind B2B is your boots on the ground. No need to fly your whole sales team to Düsseldorf.
Unlike general stand staff, Joan brings 10+ years of B2B sales experience to every conversation — qualifying leads, engaging distributors and representing your brand at decision-maker level.
Her background spans technology, innovation, life sciences and conference industries — previously at we.CONECT Global Leaders, VDI Wissensforum, Marcus Evans and Oxford Global Resources.
Based in Düsseldorf, Nordrhein-Westfalen — covering Messe Düsseldorf, Koelnmesse and Messe Essen.
The B2B Sales Challenges We Solve
Need to Test New Markets
Hire a full-time rep before proving market fit? Too risky. We de-risk expansion with short-term projects.
Scaling Too Slowly
Your team is maxed out, but hiring takes months. We ramp up immediately for seasonal pushes or launches.
Team Coverage Gaps
Maternity leave? Key role unfilled? Don't let sales momentum die while you hire.
Pipeline Has Gone Cold
Leads aren't converting. Someone needs to hunt, nurture, and close—but you don't have bandwidth.
We Step In. We Execute. We Deliver.
From cold outreach to closed deals—we handle the full B2B sales cycle on a project basis (3-6 months). No long-term commitments. Just results.
B2B Trade Fair & Conference Representation
Local representation in Düsseldorf, NRW and across Germany for international exhibitors and conference sponsors with no European office.
Ideal for Australian, US, UK and Israeli companies exhibiting at German trade fairs who need a trusted European representative without the cost of a full-time hire.
What you get: Qualified leads, booked distributor conversations, and structured follow-up ready to convert into deals.
- Pre-event outreach to targeted buyers, distributors and partners
- Bilingual booth and floor representation — English/German
- Lead capture, CRM management and post-event follow-up
- Distributor and importer introductions
- Post-event reporting and contact tracking
- Ongoing European market liaison (retainer available)
B2B Sales Support — Project-Based Engagements
- Cold outreach campaigns (email + LinkedIn)
- Prospect research & list building
- Initial qualification & discovery calls
- Meeting booking for your sales team
- CRM management & pipeline tracking
- Weekly performance reports
- 3-6 month project-based engagement
- Everything in Pipeline Builder, plus:
- Lead nurturing & relationship management
- Product demos & presentations
- Proposal creation & negotiations
- Contract closing & deal management
- Account expansion opportunities
- Strategic sales planning & reporting
- Performance-based compensation options
- Delegate sales & registration drives
- Sponsor & exhibitor acquisition
- Post-event lead nurturing & conversion
- Partnership development & management
- Multi-touch campaign strategies
- Event season ramp-up support (Q3-Q4)
- 10+ years conference industry expertise
- Proven track record (€220K+ annual sales)
Custom Engagements Available
Need something specific? We create tailored 3-6 month engagements for SaaS, life sciences, manufacturing, B2B services, and more. Every project is customized to your needs.
Limited availability during major trade fair seasons.
Case Studies
SupaBord — Eisenwarenmesse 2026, Cologne (Koelnmesse)
Australian floor protection manufacturer.
Generated strong distributor interest and post-event follow-ups across multiple European, Middle Eastern and Asian markets — leading to direct client referrals.
Nuvé Vodka — ProWein 2026, Düsseldorf (Messe Düsseldorf)
Australian super-premium vodka. First-time exhibitor at the European market.
Engaged high-value distributor conversations across 14 countries spanning Europe, Africa and Asia during first European fair appearance. Referred by client for additional projects and international brand support.
Results That Speak
10+
Years of B2B sales experience across trade fairs, conferences and summits in Europe and the USA
100%
Client referral rate — every NeverMind B2B client has referred or recommended us
How It Works
Get in Touch
Tell us which event you're exhibiting at and what support you need. We'll respond within 24 hours.
We Agree Scope & Terms
Pre-event outreach, booth representation, lead capture — or a full package. Everything confirmed in writing before we begin.
We Go to Work
We handle outreach, show up at your stand, capture and qualify every lead, and hand you a full post-event report.
You Follow Up & Close
You get a warm, organised list of contacts ready for follow-up. We're available for ongoing European market liaison if needed.
Testimonials
Trade Fairs & Events We Cover
Based in Düsseldorf, Nordrhein-Westfalen, we provide local B2B support at:
Messe Düsseldorf
- ProWein — Wine & Spirits
- MEDICA / COMPAMED — Medical & Health Tech
- BEAUTY Düsseldorf — Cosmetics & Wellness
- Interpack — Packaging
- Tube & Wire — Industrial
- XPONENTIAL Europe — Autonomy & Robotics
- REHACARE — Rehabilitation & Care
- ALUMINIUM, Glasstec and more
Messe Köln (Koelnmesse), Cologne
- Anuga — Food & Beverage
- DMEXCO — Digital Marketing
- IDS — International Dental Show
- And more
Messe Essen
- Security Essen
- Spiel Essen
- METPACK and more
Why Companies Choose Project-Based Sales Support
Hiring Full-Time
- 3-6 months to hire and onboard
- €60-80K annual commitment + benefits
- Risk if market fit isn't proven
- No immediate impact on pipeline
- Limited to one person's network
- Difficult to scale up or down quickly
Project-Based Support
- Start in 1-2 weeks, immediate execution
- 3-6 month engagements, no long-term risk
- 10+ years proven B2B sales experience
- Instant pipeline activity and results
- Flexible: scale up, down, or extend
- Test markets before full-time hiring
Perfect For
SaaS & Technology
- Market expansion testing
- Product launch sales support
- Complex B2B sales cycles
- DACH region entry strategy
Conferences & Events
- Delegate & sponsor acquisition
- Seasonal ramp-up (Q3-Q4)
- Post-event lead conversion
- Partnership development
Life Sciences & Pharma
- Technical product sales
- Complex stakeholder management
- Long procurement cycles
- Relationship-driven approach
B2B Services
- Consulting & professional services
- Agencies & service providers
- High-value B2B contracts
- Enterprise sales support