My First Experience
Shear horror show! With a last name like “Quicksell” you can imagine the skepticism by some folks.
“Did he change his name to stand out?”
Nope, born and raised with the name…if only I were that clever! One supplier literally made a mockery of my name in front of about twenty people saying, “…this is a reason why our industry has such a bad name, people like this that exploit a name…” As you can imagine, very new to the industry and at my first show, I’m scrambling for my ID just to prove who I am. Thank God I made it through and it was an isolated incident!
Over the years, thirty-six now I believe, I’ve worked out the kinks and I’m happy to share a few tips that will make your tradeshow experience as positive as it can be.
First and foremost, remember your attendance is an investment! It’s an investment in time, money, time away from your business and most importantly your family. Spend it wisely!
Have a Plan
Preplanning is essential. At the shows, the show event planners have done a remarkable job creating app’s that help you with the flow, booth locations, event times, after hour events etc. Take the time to map out your week, you’ll be happy you did. For your preparations have and do the following:
Before you leave for the event, interview your clients about ANY upcoming events they may be having. Let them know you’ll be attending a show where all the new information will be showcased, and you want them to be ’first to market’ with ideas and concepts – then work that event!
Map the flow of the show floor to maximize your time. Keep in mind, depending on the size and the duration of the event, you will likely NOT see everyone – it’s OK!
See all your preferred vendors. This is a great time for you to thank them for their hard work from the previous year. At the same time ask what’s new, what’s on the horizon? Questions are invaluable. More on this a little later.
Look to see if the event has a new product or “idea” pavilion to get a first glimpse of what’s new and what new suppliers may be out on the floor
Don't Miss Out on Education
The education offerings are many, like planning for the “walk” plan your education in advance. Most of the education is FREE with your admission to the show, some paid. Don’t be discouraged paying for some education, mostly the show management is looking to recoup their investment in these paid speakers, and I will tell you, in most cases, the speakers are worth every penny.
Learn as much as possible during the show, remember it’s an investment, take advantage of it. Knowledge isn’t only in the classroom. You can gain a ton of great information from suppliers and other show attendees. I say that with a bit of a caveat…I encourage you to “… ‘ingest’ as much information as possible, but be careful what you ‘digest’…” Not everything you hear should be taken as gospel. For example, I once overheard someone share a comment, “Take whatever business you can, 10% of something is better than 50% of nothing…” Folks, not wise advice. Jot down the things you feel are relevant to you and do some additional research. Ask your mentor about things that seem confusing, then formulate the plan that works for you!
Exhibitors Vs. Attendees
To further maximize your experience be prepared with some excellent questions. Please do not walk into a vendor’s booth, pull up your badge and say, “scan me and send me two catalogs”, remember they too, have invested a ton of money and time as well, give them the opportunity to share their story with you, you may be surprised at what you find.
A few years back, I was the CEO of Headwear USA and we instructed our show staff never to scan someone unless they gave us, at minimum, three minutes to share our story. When most people left our booth they were amazed at the offering’s we had to help increase their sales and profits. Give them time.
Additionally, be respectful of their space. Samples, catalogs, taking photos, always ask permission especially before taking photos or samples from the booth. In some cases, the samples are for display only, and some of the processes may be proprietary – best to ask first, they’ll appreciate it.
Checklist for Success
Here are a few things I would highly recommend you have when attending a show that will help you have a better experience while at the event
How are your inventory levels?
What happens if I’ve placed an order and you run out of stock, how is that handled?
If we have an issue, how is dispute resolution handled?
Would I have a dedicated customer service representative?
What is your policy on samples? Self-Promotions?
Bottom-line, formulate the questions in advance!
Journalize your findings – You’re asking questions, write down the answers. If it was important enough to ask, then write it down. Include the booth number and the person you spoke with and, if possible, get their contact information. If they’ve promised you a sample, write down the item number, and get them to commit when they will be sending it. Write it down. Part of your after show due diligence is to put all of this information in some format so you can manage everything that was promised during the show. Remember, it’s an investment!
Client artwork – “electronic files” – Many suppliers will offer free specs, these are GOLD, take advantage of this opportunity. Have all your top client’s logos on a zip-drive, in folders in various formats so you can immediately give them the format and files of the spec samples you want. Write it down. Often, a “good” supplier is downloading all this information to their factory, during the show – this way, these projects immediately are in the works.
PO, UPS/FedEx Numbers – Be prepared to give up a purchase order number. I would run a series of PO numbers, place them on an EXCEL spreadsheet and assign them to the appropriate vendor if requested. Also, if the supplier is willing to invest in giving you a “free spec or random” sample, be willing to pay for the freight. In some cases, they will have policies and limits – just ask!
Digital Camera/photos, audio and/or video – Make sure your camera, recorder and/or phone is fully charged. I can’t emphasize this enough. Ensure you have a fully charged power-bank or two or extra batteries so you don’t miss any opportunity to record.
Network – Be prepared to be involved and engaged. There are so many knowledgeable people on the floor and at the various events and most are very willing to share…but don’t be just a taker. Give some of your knowledge and insight; reciprocation is KEY.
Make a Positive Impression
A picture is worth a thousand words. Don’t be a Scooper!
After the Show
If you’ve done your preplanning, part of that planning is what to do when you get back. Work the plan. Don’t delay. Set timelines on when these things will get done!
Manage Your Catalogs - If you’ve collected catalogs or sent them back, organize those right away, don’t leave stacks sitting around until June.
Immediately Contact your Clients - Provide an after-show whitepaper, sharing some of your findings along with photos and videos where applicable.
Follow-up with Vendors - Take all of those notes you took during the show, put them in an EXCEL spreadsheet or in your calendar based on the vendor's commitment. If it doesn’t show up when promised, FOLLOW UP. This is for all the specs, random samples, offers, and self-promotions.
Share your Ideas with Your Peer Network - If you’re involved in a peer network, develop a plan to share ideas. Remember you’re NOT going to see everyone, so share and make sure it’s reciprocal!
Final Thoughts
One note of caution: Your reputation is everything. Drunken episodes, loud obnoxious behavior – remember this is a small industry and everyone is watching. Your reputation and integrity is your moniker. I always remind myself of that. When I had staff attending, I was sure to remind them, you represent our company 24/7 while at this show. Please be level-headed, make wise choices and use decorum! This advice will serve you and your team well!
Network, network, network – Get to know people. Perhaps you could even consider volunteering. There are ample opportunities to do something that will get you further engaged. The regional associations are ALWAYS looking for folks that want to participate. I proudly sit on the board of my local regional association, CPPA, and the experience is priceless!
The choice is indeed yours. Do everything you can to protect YOUR investment. It’s your future!
Enjoy the experience, HAVE FUN! I’ll surely see you at one of the upcoming shows in 2019…and hopefully beyond.
Until next month, Continued Good Selling - Cliff
Cliff is the Director of Marketing for iPROMOTEu, additionally and for over 30 years, Cliff has been speaking, training and consulting internationally to associations and national business groups on more effective ways to market themselves, their products and services, as well as motivating their personnel. Recognized by PPAI for his creativity, he has won the prestigious PPAI Pyramid award 27 times and the Printing Industry's PSDA’s Peak Award for creativity 5 times in three years. He has also received PPAI's Ambassador Speaker of the Year Award six consecutive years and was the inaugural recipient of PPAI's Distinguished Service Award. Named one of top six industry speakers and trainers, he also was recognized by PPAI in the book, "PPAI at 100," as having a significant influence in education. He has also been recognized by Counselor Magazine as one of the Top 50 Most Influential People in the Promotional Products Industry. Cliff’s BLOG 30 Seconds to Greatness won the Award for Most Passed Around Content in 2016. In December, Cliff will be launching his third book, 30 Seconds to Greatness along with a workbook. Connect with him on LinkedIn or via email at cquicksell@ipromoteu.com