* End user shows can substantially improve your standing with clients.
* End user shows can strengthen relationships with your clients.
* End user shows can bring you business you might never have gotten.
In a recent conversation with a lifelong friend and a distributor, we talked about an upcoming end-user show. He was skeptical, at best, about inviting anyone to attend the show with him. He is a million-dollar producer and a veteran of over 40 years in the industry. Granted I come from the supplier perspective, but I had both run and exhibited in hundreds of end-user shows in my career.
There was a time, in the dark ages, before the internet, when some distributors would pretend, they were the actual manufacturers of what they sold. Few, if any, customers bought that, but it allowed for chest beating by insecure distributors. That was then, this is now. End user shows, often provided by regional associations, are a value-added service that distributors should harness.
Every supplier on the floor is to be trusted. One false move and they will be barred for life. The protection of the identity of end users on the floor is usually as strong as the witness protection program, so please get over any paranoia and mistrust.
When a buyer enters a show floor it can be a bit overwhelming. The number of booths or tables can be overwhelming. The number of willing sales associates willing to consult with a potential buyer is significant. Booth by booth, some of the best ideas, many you may never have thought of, are articulated. The professionalism of the suppliers you guide your client to makes you shine. If they do good, you do good.
Introduce your client to your supplier. Allow them to engage after you have set the table telling the supplier about them. Let the supplier get to know the end user’s business and a general statement about what their interest(s) may be… example: internal, external, employee, customer, etc. Then let the dialog begin as you take notes, lots of notes. Jump in only when you have something significant to add. Set your ego aside and let your supplier partner do their thing on your behalf.
As you proceed down the aisles, never miss a moment to let your client know that these are the manufacturers you are bringing to them, and they will never be able to access the suppliers without you. They cannot be delivered by Amazon, or even by the bulk merchandisers of stuff. These are five-star suppliers, vetted and compliant with every law and requirement. They have the decoration capability to brand well, and they, along with you, guarantee satisfaction.
When the end user’s eyes are open to the scope of experts and quality behind you, they will have a more positive image of what you bring them.
You know how hard it is to please a buyer who is looking. My least favorite comment from any customer is… I’ll know what I like when I see it. Well, welcome to the chocolate factory. You are bound to see innovative ideas, proven ideas, and hidden ideas. You know you can show it all, bring it all to the table so, arm and arm with your client, you are in the greatest and most tactical shopping center you can prowl.
There is much more that you can do. One Philadelphia area distributor attributed over $250,000 in annual sales to the discoveries his clients made at end-user shows. If you are still a cynic, give it a try with one, two or three clients. You will then have proof of concept, my concept that end user shows work well.
Finally, don’t just invite a client to a show. Invite a client to an event. You will be surprised how many clients look forward to an opportunity to get out of the office. Take them to breakfast, lunch, and a closing meeting or drink to depose them and see what you have to do for follow-up.
Be a smart marketer, get your own proof of concept.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.