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Trade Shows
Why Now
Is the Best Time
to Attend a Trade Show
By Christine Corelli
The "Sales-Service Excellence" Expert
Attending your industry trade show--especially during this shaky
economy-could be the best business move you will ever make. To keep
going in business without losing your footing, you need to have
complete, up-to-date information about what is happening in your
marketplace. In addition, you need to make connections and meet
with people face-to face to really determine what is going on in
your industry.
Your industry trade show is by far the best vehicle
to get the latest feedback, disseminate the most current information,
and stimulate ideas that will help you to help your company to move
in the right direction. With these new ideas, you will be better
equipped to make educated decisions on moving your retail business
forward.
Now more than ever, you and your team need to get
charged up to tackle the challenging situation at hand. If you fail
to attend you may only focus on the negative news you hear each
and every day. Prospects will look very dim. Your trade show is
the only real venue you have to tap into what the situation really
is. Even more, it allows you and your team to network and initiative
new business relationships while cementing and enhancing existing
relationships-actually in often the most cost effective way.
More Reasons You Should Attend
Trade Shows Stimulate Creativity. Another
good reason to attend the show is that, as with every other business
professional today, you are under pressure and are worried about
our volatile economy. Feeling overwhelmed, you would benefit from
getting into an environment that stimulates creativity. Attending
your trade show will put you in that energizing environment and
provide the inspiration to help you to take a more creative approach
to your job.
Visibility is as Important as Ability. Even
more important, if you have consistently attended your industry
trade show in the past and suddenly stop, your absence may cause
your colleagues, suppliers, and worse - your competitors to think
your company may be failing. You may also miss out on opportunities
to purchase the best retail solutions and be in on a great idea
to help your business.
Tips to the Trade
The following are a few tips that can help you achieve the most
when attending a show:
• Register in advance. Pre registration is always a smart
move.You can often obtain an “early-bird” rate and be able to avoid
standing in long registration lines. In addition, you will receive
information on the show before you leave home.
• Maximize your time. Prepare in advance. Time is at a premium
at a trade show. Review the list of exhibitors and what products
or services they offer. Decide what exhibits you want to be sure
to see. Make a game plan for exhibit “must-see’s” and book appointments
in advance. Then, make a list alphabetically, so that you can look
them up quickly and write the booth numbers down. Then, write them
in sequence of the aisles where they will be located. There will
likely be exhibitors who are offering new products and services
that may benefit your business. Be sure to be “in the know” and
visit these vendors. Create an “A” list of vendors, attendees, suppliers,
or colleagues you want to be sure to see at the show. Make appointments
with them in advance. Make plans to meet them somewhere near the
entrance of the show or anywhere that it will be easy you to find
each other. Take their cell phone number with you so that you can
confirm the appointment when you arrive.
• Walk with a purpose. Take the time to walk the show thoroughly
and completely so you will get the biggest bang for your buck. Carry
a small note pad and take as many notes as possible. Record information
and ideas you want to implement after the show.
• Keep those business cards in your pocket. Exhibitors will
be able to record your contact information if requested, but be
sure to carry business cards in your right pocket. If you pick up
someone’s card, be sure to write notes on the back. Otherwise, when
you look at it after the show, you may not remember why you have
this person’s card.
• Look for “Show Specials.” Some exhibitors will offer special
pricing or value-added packages if you place your order at the show.
Some may extend the offer thirty days. Be sure you are aware of
these opportunities; take advantage of those that make sense for
you and your company.
• Knowledge is power. Gather as much information as you
can. Find out what new solutions are available to you that can help
you to expand your retail business and increase the 2 “P’s”--productivity
and profitability. During the show, talk to show managers and industry
experts to obtain their perspective on what is occurring in the
industry.
• Take advantage of educational sessions. Education offers
excellent educational sessions that you should make every effort
to attend. Ask questions and learn from industry experts. You just
might discover one small thing that can make a big difference between
success and failure of your business.
• Arrange an Idea-Exchange. Consider arranging a meeting
in a suite with other retail solutions professionals to ask what
they are doing in their organizations and what they see for the
future. Think of it as an idea exchange.
• Work a room wisely. Lunches, receptions, hospitality
rooms, and similar events are not just for eating, drinking, and
making merry. They also provide the best possible networking opportunities.
RetailNOW has exceptional networking events you can’t afford to
miss. Be the first person to enter the room and the last to leave
it. Doing so will dramatically increase your opportunities to meet
and greet others. Position yourself at the “Center of Influence,"
(the center of the room and not near the food and beverage areas).
This way, you can see who is coming through the door and keep your
eye out for those VIP's you have wanted to meet.
• Form strategic alliances. Another tip of the trade and
most definitely a good reason to attend the show is you may find
an opportunity to form a strategic alliance with another organization.
Many are formed at trade shows. Begin sowing the seeds for collaboration.
Alliances can make a big difference in the overall health of your
retail organization.
• Leverage vendor expertise. While at the show, talk with
your vendors. Ask for their advice on what other retail solutions
professionals are doing and what action you should be taking to
not simply survive, but prosper in this economy.
• Take action. Going back to “business as usual” won’t
cut it. After the show, your feet will be aching, but your mind
will be creatively charged. Now’s the time to make smart decisions!
Prioritize three actions you will take immediately after the show.
Then, identify five critical success factors for your business and
what actions you will need to take to achieve your goals. In today’s
world, execution must be a strong part of your competitive strategy.
Put your ideas in writing and share them with your team.
• Get the industry advantage. If there was ever a time to
get going and start doing, it’s now. Don’t miss RetailNOW, where
the industry meets. It will give you and your company that boost
you’ve been looking for.
© Copyright 2009, Christine Corelli & Associates,
Inc. Offering Keynotes, Seminars, and Consulting on Topics for "Sales-Service
Excellence." She has worked with numerous retail organizations and
is a popular speaker at retail industry conferences. To learn more,
call (847) 581-9968, or visit www.christinespeaks.com
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Christine is best known as The
"Sales-Service Excellence" Expert,
and the author of the popular books,
Wake Up and Smell
the Competition and The
ART of Influencing Customers to BUY From YOU.
As a keynote speaker, conference speaker, and sales trainer
she is superlative in her field. Her
impressive client list includes Fortune 100 corporations,
prominent national associations and
literally hundreds of mid-sized and small businesses.
To learn more about Christine's books, keynotes, seminars
or consulting, please contact:
Gene Leigh, Director of Marketing: gene@christinespeaks.com
or call us toll-free:
(800) 417-9968 or (847) 581-9968
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CHRISTINE CORELLI & ASSOCIATES, INC.
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