In today’s competitive marketplace, securing opportunities to engage with potential Buyers through B2B meetings can be a game-changer for suppliers.

Examples of such events that ADS delivers include, Meet the Buyer event at trade shows (Advanced Engineering and Farnborough International Airshow), Supply Chain Development activities with a UK Prime, or a Trade Mission.

ADS uses a relatively standardised process across many of our B2B type events. Registration is completed through a Microsoft Form, and all information provided is then compiled into a standardised one-page profile, making up the supplier capability brochure. The brochure is then shared with all relevant Buyers, to select the suppliers they wish to engage with.

Example of a supplier profile, compiled from the registration form, that makes up the supplier capability brochure.

However, regardless of whether the above registration process is used, a poorly completed supplier application form can mean the difference between being shortlisted or overlooked. To maximise your chances of success, here are some essential do’s and don’ts when completing your application.

✅ The Do’s: How to Strengthen Your Application

  1. Provide Clear and Concise Information
    Buyers have limited time to review applications, so make sure your responses are clear, direct, and well-structured. Depending on the number of registrations and the number of matches against a Buyers capability requirements, each Buyer could have up to 50+ supplier profiles to review. Focus on highlighting your company’s strengths, unique selling points, and past successes without unnecessary detail. Bullet points can help improve readability.
  2. Tailor Your Application to the Event
    Every event or trade mission has specific objectives and differing capability requirements. Customise your responses to align with the event’s theme, the Buyer representatives, and the capability requirements. Generic responses won’t capture attention and will reduce the likelihood of being selected. Avoid using the same application response for multiple events without modification. A one-size-fits-all approach lacks impact and fails to demonstrate why your business is the right fit for the specific opportunity.
  3. Demonstrate Credibility with Evidence and Highlight Your Competitive Edge
    Buyers want assurance that you can deliver on your promises. Where possible, support your claims with case studies, certifications, testimonials, and key achievements. If possible, include statistics or facts that validate your track record. Clearly outline what makes your business stand out. Whether it’s innovation, sustainability, competitive pricing, or superior service, ensure your unique selling proposition (USP) is evident throughout your application.
  4. Proofread Before Submission
    Typos, inconsistent formatting, or missing details can leave a poor impression. Before submitting, review your application for errors, ensure all required fields are completed, and have a colleague double-check for clarity and professionalism.

❌ The Don’ts: Common Mistakes to Avoid

  1. Overloading with Unnecessary Detail
    While providing relevant information is key, excessive detail can dilute your message. Buyers need to quickly grasp who you are and what you company can offer. Keep your responses focused and to the point. For example, including a full company history as part of the company overview section is unnecessary, and will lose the interest of the Buyer, and bears no relevance on the capabilities you have to offer.
  2. Ignoring the Buyers’ Needs
    Your application should not just be about what you do, but how you can solve the Buyers’ challenges. Research potential Buyers attending the event and tailor your messaging to show how your products or services meet their needs. Where applicable, if Buyers have specified capability requirements, review these and do not select capabilities where you have no valid offering against what the Buyer needs.
  3. Using Overly Salesy or Vague Language
    While enthusiasm is great, buzzwords without substance won’t convince Buyers. Avoid vague claims like “best in class” or “world-leading” unless backed by evidence. Be specific about what makes your offering valuable. 

Final Thoughts

A well-crafted supplier application can be your gateway to new business opportunities. By focusing on clarity, relevance, and credibility, you improve your organisations chances of securing valuable meetings with key Buyers, partners and other stakeholders. Take the time to get it right, stand out, and put your best foot forward.

Want to get involved? View all our Meet The Buyer opportunities here.