Over the years, I’ve learned how to create a strategy that maximizes the benefits of ISSA Show North America without falling into the trap of burnout. Here’s my personal playbook for winning the week.

Plan before you arrive

The most important step is preparation. Whether you’re attending solo or with a large team, come with a clear plan. Before the show begins, decide which sessions are essential, which exhibitors you need to meet, and how you’ll divide and conquer if you’re in a group. I like to treat the show as both a classroom and a marketplace—some parts are about learning, others about discovering what’s new, and both deserve your full attention.

If you’re attending with teammates, don’t all sit in the same session. Spread out, take notes, and compare afterwards. That way, you maximize the learning and bring more back home. Don’t forget to schedule exhibitor meetings in advance. Otherwise, the sheer size and pace of the show can be overwhelming. Trust me, this isn’t an event where you want to just “wing it.”

And one practical tip I’ll repeat: Wear good walking shoes. You’ll thank me later.

Bring problems, not solutions

Many attendees show up ready to pitch what they already know or buy what they already want. I do the opposite.

Before the show, I ask our clients what challenges they’re facing and what problems they want solved. Then I bring those challenges with me. That way, the exhibitors, speakers, and colleagues I meet help me find new solutions. It turns the show into a problem-solving workshop instead of a shopping trip.

This approach also strengthens customer relationships. When I tell a client, “I’ll look for solutions to this issue while I’m in Vegas,” it demonstrates that I’m committed to their success.

Focus on innovation and workforce solutions

One of my favorite areas is the Innovation Showcase. Each year, I make it a priority to see the latest ideas and products, particularly those that address long-term industry needs. Robotics and automation continue to grow rapidly, and so does software designed to help us manage and support our workforce. Workforce challenges are not going away, so I look for tools that improve scheduling, safety, and retention.

But it’s not enough to admire a product on the floor. I always ask vendors about the full life cycle: How easy is implementation? What training support do you provide? How do you help validate the return on investment (ROI) over time? The right questions reveal whether a solution is truly sustainable.

Turn knowledge into action

The show features numerous sessions and workshops. I don’t just attend for the sake of attending. Each session I choose is tied directly to an organizational goal or challenge. When I take notes, I keep a separate page for “must implement” items. These are one or two key actions—whether changing the way I talk about an issue, testing a new system, or scheduling a follow-up meeting with a vendor—that I commit to applying when I return home.

Accountability is key. My team and I review our notes together after the show, and each person commits to one follow-up action. It could be staying in touch with a new industry contact or exploring a product in more detail. We even challenge each person to come back with two new “buddies” they’ll stay connected with in the industry.

Network everywhere, not just at events

Networking doesn’t only happen at cocktail hours or receptions. It happens while waiting in line, sitting in a session, or striking up a conversation with the person next to you. I’ve built lasting friendships and professional connections by simply introducing myself after a presentation or while walking the floor.

This industry is filled with generous, open people. Don’t hesitate to start conversations, especially if you’re new or young in the profession. Some of the most valuable insights I’ve gained have come from peers and even competitors willing to share how they’re handling the same workforce challenges I face.

Make it work for companies big and small

One of the beauties of ISSA Show is that it doesn’t matter if you’re a two-person operation or a company bringing 30 people—you can get equal value. Smaller businesses may have to walk more (and yes, wear even better shoes), but they have the same access to suppliers, mentors, and learning opportunities. Programs like Hygieia’s mentorship initiative make it easy for smaller contractors to connect with industry leaders who are willing to guide them.

I know this from personal experience. When I first attended, my company was small, just two of us. Now, I bring dozens of team members, but the value was just as real when we were starting out.

Advice for exhibitors

Exhibitors often focus on pitching their products, but I encourage them to lead with curiosity instead. Don’t ask, “Have you seen my new thing?” Ask, “What challenges are you facing?”

The show is an extraordinary research opportunity. You’ll never have that much access to end users again in such a brief period. Capture what you hear, use technology to analyze it, and bring those insights back to your research and development teams. That’s how you turn conversations into meaningful product advancement.

Beyond Las Vegas into 2026

The trade show is a centerpiece, but ISSA’s work continues year-round. Advocacy is one area in which I’m especially excited. Last year, I attended the ISSA Clean Advocacy Summit for the first time, and it was eye-opening—not only for the progress made on Capitol Hill, but also for the deep networking that took place in that smaller, focused setting. Bringing emerging leaders to that event is a terrific way to introduce them to advocacy in a manageable environment.

I’m also looking forward to continued work on standards, particularly in healthcare, where there’s tremendous opportunity for ISSA to lead. And I’m energized by the launch of VEO (Visión. Empeño. Oportunidad), which recognizes and uplifts our largely Latino workforce. These are the kinds of initiatives that make me proud to serve as ISSA president.

ISSA Show North America is more than just a few busy days in Las Vegas. With the right mindset and preparation, it can be transformative—for you, your business, and the industry as a whole. Plan your priorities, bring your challenges, connect with people everywhere you go, and turn your takeaways into action. If you do, you’ll return home not just with a stack of business cards, but with real solutions, stronger relationships, and fresh energy to move your business forward.

Laurie Sewell is the president of ISSA. With over 30 years of industry experience, she is CEO and president of Servicon Systems Inc., a leading provider of environmentally sustainable cleaning and maintenance services.

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