The 2005 trade show season is quickly approaching, so now’s the time to start planning which shows to attend, as well as your activities when you get there. Since many positive things take place at shows, you need to allow ample time for show preparation.  By doing your homework, you will increase your chances of significantly improving the coming year’s bottom line.  

Shows primarily exist for two reasons: (1) distributors want to get information about products and services; and (2) suppliers need to identify and attract new customers. Networking, education and opportunities to build stronger relationships with whom you do business are also important objectives, but most people attend shows to meet new people and see new products.

Pre-Planning is Key

Before leaving your office, visit a show’s website to find out the names of the suppliers who will be exhibiting there. Spend some time looking at the sites of suppliers with whom you are not familiar. You might discover some real treasures!

Try to arrive the day before a show, so that you can obtain the show directory in advance. Study it the night before the show, making notes on the booth numbers and locations of the suppliers you would like to visit.

Have a Plan of Attack.

Working a trade show properly is similar to executing a military campaign. You have a limited amount of time to cover vast amounts of ground in an environment fraught with distractions. But unlike a military campaign, you don’t have the advantage of motorized vehicles to carry you over large amounts of territory. At a trade show, you can only move as fast as your two feet will carry you.

Remember the following things when planning your trade show movements:

1. Wear comfortable footwear—It’s essential that you wear shoes that are sufficiently broken in and provide proper support for your feet, legs and back.
2. Never carry a briefcase—By toting around a large bag or case, you are asking   for back trouble by the end of the first day.  Since most shows are multi-day affairs, do not risk having a bad back during the subsequent days of a show. 
3. Carry a small notebook—Use it for making notes about suppliers and products that interest you. Resist the urge to pick up fliers and catalogs—both of which can be mailed to you.
4. Leave the wheeled cart at home unless you are disabled—Many distributors are obsessed with dragging carts around during shows. Anyone doing this is not working a show correctly, because carts restrict efficient movement.
5. Be curious—Ask suppliers to show you specifically how their products can help you make money.

Work Smart!

The actions you take when you enter a show floor determine how the day will turn out for you.  Focus your first activities on making sure you have your goals for the day in order.  Avoid time-wasting temptations such as seeking out old friends to chat with. Instead, set your sights on finding suppliers you feel offer the best chance of showing you how to make money. Don’t waste your time renewing old acquaintances until after you complete your circle of visits with suppliers that you feel offer unique moneymaking ideas. 

Upon entering a show floor, do the following things:

• Make tracks in the opposite direction of most attendees by heading to the back of the show floor. 

• Don’t get derailed by suppliers who just want to scan your badge.

• Tell people you meet along the way that you will need to catch up with them later.

Look for Money-Making Opportunities

When you enter the booths of suppliers you feel offer you a chance at real profit, take the time to look over their products. After you have taken an inventory of their offerings, ask someone in the booth to tell you what makes their products unique or special. If they provide you with a good answer, continue to talk with them, exploring all the options they offer. If the person in the booth seems disinterested, or wants to only talk about price, kindly excuse yourself and move on. Suppliers who only talk about price probably offer something you can get in many other places. It’s better to spend time with suppliers who offer quality products and are willing to share ways with which to sell them.

Be alert to suppliers who do the following things at shows:

Sit down in their booths—shows are for selling, not sitting.

Talk to their friends instead of to you—they are probably not interested in you.

Only want to scan your badge—they must not know much about their products.

Hand you a catalog when you walk by—there is more to selling than just giving out catalogs.

Don't ask you questions—if they know nothing about you, how can they help you?

Focus your attention on suppliers who offer you reasons to buy from them. Let them show you ways to make good money in this industry.  Suppliers who only buy booths at shows to go through the motions should be avoided.  All they are doing is taking up your valuable show time. When combining planning and time spent with suppliers who offer you useful knowledge, attendance at trade shows can give you a leg up in the industry. Make sure you are using shows to your best advantage.