Yes, it’s that time again, the tradeshow season is upon us!
What are you doing to prepare? Preparing for yourself or your business? What about your clients?
Over my nearly 40 years in this industry, and the countless individuals I have both interacted with and coached, I’m still astonished at how few people take a proactive approach to their business.
For those of you that can honestly say, “I am VERY proactive, all the time”, you can stop reading and go about your day. For the others, take a moment to hear me out.
The vast majority of folks ARE REACTIVE!
We do little (if any) engagement and generally, we passively wait, passively listen, passively wanting that phone to ring…WHY?
My experience has shown the ‘why’ list is long...
- I’m busy
- Too much stuff on my plate
- This time of year is notoriously slow
- I know, I know…I’ll get to it
- Etc., etc., etc.
The late, great vaudevillian Milton Berle once was quoted “If opportunity doesn’t knock…build a door.”
Where’s your door? What makes you stand out? What makes you different?
- What “PROACTIVE” approaches are you taking with your clients?
- What strategies have you implemented that will make your January record breaking?
- In 2019, what will set you apart from the masses?
Here are two simple things you can “proactively do” that will be game changers and create a “GAP” between you and your competition.
First, today, not tomorrow or next week, create a personal communication message to all your A, B, and C level clients.
Let them know you will be attending some of the world’s largest tradeshows in the month of January and you want to be their eyes and ears at those events. Ask them what they want you to look for? This is where all the latest, and greatest are showcased, from awards to apparel, tech products to packaging, the list is endless.
Proactively make a list of every client. Note what they're looking for, map out your preferred vendors and WORK THE SHOW! During the show, funnel information back to your clients, or if you can’t, ensure you have a follow-up strategy when you return so you have ALL the information requested, disseminated out within a week after your return – NO LATER.
Secondly, and this is more long-term, create an Event & Promotions Calendar, like the one shown here. Make sure it’s not dated, This way you can’t make an excuse like, “Oh, it’s March, it’s too late to send it now…” SEND IT! Send it with a cover letter…this is my approach…
“Dear Client – at <Cliff Quicksell Associates> we take a proactive approach with our clients, we realize that many times, what we offer is an after-thought, we want to change that mindset, doing so has multiple benefits.
1. Less pressure, no scurrying around last minute.
2. No unnecessary “rush” charges.
3. Less likelihood of a vendor being out of a product.
4. Ability to pivot and NOT miss deadlines.
5. No crazy expedited freight charges.
These are just a few examples. We also realize by engaging with us at this level we are NEVER guaranteed the business, we MUST earn that every day. However, our hope is you see this as a positive way in helping to make your job easier and more stress-free. Let’s get together and map out your coming year so we can proactively work behind the scenes to make your <2019> marketing efforts as successful as possible.
Sincerely,
Cliff Quicksell, MAS+
President
Cliff Quicksell Associates”
It doesn’t matter when you send it to your clients, this approach is amazingly effective. Clients begin to look at you in a different light. You will have all your top client’s events and calendars, you can proactively meld those into your calendar, doing the research, developing programs, finding products and then scheduling appointments months in advance, thereby helping your clients by staying on top of the events.
This approach is truly tried and true, unfortunately only 3% of the folks that are reading this will do anything with the idea…I would say, “choose wisely!”
For those of you who embrace this concept, best of luck. For the others, I would encourage you to reconsider, the benefits are most rewarding.
Until next month, the operative word for 2019 is “PROACTIVE!” Continued good selling and Happy New Year! Best CQ
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