Trade Shows: Why You Should Attend
In my book, shows are one of the best tools for selling. When I started in this industry with Alexandria Moulding 34 years ago, I didn’t know anybody. Knocking on doors day-in and day-out took a lot of time. The first show I attended was amazing! I actually met people on whose doors I had been knocking for months; there they were, walking down the aisle towards me and my booth. In the three days of that show, I met many dealers, got lots of leads and decided that  shows were the greatest thing since sliced bread! It didn’t take me long to realize that shows are the way to meet and socialize with hundreds of dealers in a very short time. During my 34 years, I have attended many shows and I always like the results – from getting appointments with current customers to acquiring new ones. (Pictured: Lynn Edey in his natural habitat, at a trade show, giving an interview.) I am going to list some advantages for dealers and vendors – reasons why you should attend the shows. Whether it is a regional show (LBMAO, ABSDA, WRLA, etc.), a Buying Group show or even a Contractor Night, they are all important. First, I’m going to list the reasons for dealers to attend, as they are why we do the shows: • Meeting reps, owners and/or sales managers from companies that you do business with; • Checking out new companies that you would like to do business with; • Finding new companies that may not have representation in the field yet; • A chance to solve issues as the right people are there; • An opportunity to see how a product works (new this year at the Canadian Home Improvement Show – product demos). Product knowledge will help to make you money. • Some shows have seminars; • Regional shows also have different vendors than the Buying Group shows; • Most shows have social events – a chance to mingle with vendors and your fellow dealers. • There are many draws held, for prizes and even money; • And, naturally, all shows today have some kind of show buying specials, with great deals and discounts that are only available at the show. This brings cash back to your businesses. Go to the show and be a winner! Some vendors say that they will give you the show special regardless but you will miss out on all the other deals if you don’t attend. As I said, there are many reasons why dealers should be at all the shows. Here is an example of how much you could save: Let’s say you spend $50,000 on products that you could purchase at the show. Most vendors offer specials of 5 to 10% off with terms of up to 60 days. If you prepared your orders for the next 6 to 8 weeks ($75,000 to $100,000) and presented them at the show, with an average discount of 7% and 60-day terms, you could receive discounts of $5,000 to $7,000. That’s not counting the chances to win cash and prizes. If you spent $1,000 at the casino, in most cases you would get no return. Now my list of reasons why Vendors should be at a show: • One thing that you have to realize is that when you are at a show, your booth is your office. Think about it: instead of trying to get into your customers’ and potential customers’ offices, they are coming to yours. You now have their full and complete attention, with no interruptions, and you can show them your product lines on a one-to-one basis. • You can introduce new products to your customers (new this year at the Canadian Home Improvement Show – product demos); • A great way to build relationships; • The chance to solve issues with dealers one-on-one; • To offer great deals and get orders from your customers; • The cost of a booth is very reasonable considering how many dealers you see in a short time. As Director of Sales, Canada, I can’t get to every dealer so I look forward to seeing a lot of my customers under one roof. As I said before, your booth is your office and the dealers are coming to see you – it’s one of the most successful ways to get to know your customers as well as your fellow vendors. This type of show is a great way to find out what is going on in the industry and what our people are doing. When meeting a dealer or vendor at a show, you are shaking his/her hand and looking them right in the eye! You can’t get better communication than that (not even with email). It is the most successful way of doing business and always will be. If anyone should have any questions regarding trade shows, please feel free to contact me at any time on my cell (416) 726-3514 or e-mail me at ledey@alexmo.com. |
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