The big trade show is coming up. Have you decided which pocket to put your business cards in? How about the left so you can reserve the right pocket for cards you collect. This way you won’t accidentally give somebody else’s away.
That’s just one excruciatingly simple tip that will help what can be a hectic time run a little more smoothly.
Conventions and trade shows are ideal for not only getting information and ideas, but also for meeting potential business contacts. But it’s easy to get overwhelmed at a convention or trade show and forget why you’re there. Therefore, I suggest you prepare yourself by planning what to do before, during and after the convention. To keep things manageable, I recommend the following plan of action:
Before The Show
• Pack all of your promotional material, including business cards and brochures. Remember, a trade show or convention offers a great chance to network. You don’t want to be caught away from home without your marketing materials.
• Decide what connections to make. This means identifying the people and products to see during the show. Perhaps there are industry leaders you want to get to know, a company you are interested in, or a product you are curious about. By figuring out beforehand who and what to seek out, you are less likely to miss a potentially beneficial connection.
• Make contacts ahead of time. If there’s somebody you hope to meet, call that person before you leave for the show and arrange to have lunch or coffee together.
During the Show
• On the back of each business card you collect, jot down the circumstances of your meeting. For instance, “Met at cocktail party Friday night. Spoke about accounting systems. Getting back to me with more information.”
• Wear your name tag on the right where it’s most visible when shaking hands.
• Dress comfortably, yet professionally. Remember, your image reflects on the industry, as well as your individual business.
• Seek out as much information as possible, from as many sources as possible. If you are trying to make a decision between two products, comparison-shop while both vendors are under one roof. Also, look for people who do business with the companies. You’re more likely to get an honest product critique from people you approach, than from people whom the company refers.
After the Show
• Within one week of returning, send personal notes to everyone you met and want to cultivate a business relationship with.
• Hold an informal meeting with your employees. Often we come back from these events with new ideas and renewed vigor. Pass along your ideas as well as your excitement to your workers.
• If you haven’t made your purchasing decisions yet, do so now.
Finally, while your enthusiasm is still high, come up with a game plan for implementing your new ideas over the course of the year.
By taking the time to consider all of the potential opportunities the trade show or convention holds for you, deciding which ones to pursue, and devising ways to meet your goals, your business will feel the positive effects of the show for a long time to come.
