In a way, an industry trade show is like a great restaurant buffet. Many dishes tempt you. Should you sample a whole bunch of things? Or choose carefully and build a meal around one soup, salad, main course and dessert?
At a buffet, that comes down to personal choice — whatever works for you is fine, so long as you don’t overdo it. At a trade show, though, you’re better off staying focused. Do a few things, and do them well. You’ll end up making better buying decisions and retaining more of what you learn.
Too much to see?
Major industry shows — the Pumper & Cleaner Expo or others — come around just once a year. Naturally you want to pack as much as you can into the few days you have. So, some attendees make what might be called a “kitchen sink plan.”
They’re going to take in a dozen seminars, kick the tires on new vehicles, make deals for a year’s worth of accessories and supplies, evaluate three tools or technologies for expansion of services, buy replacements for several aging pieces of equipment, and so on to infinity.
All that is fine, but are there enough hours in the day? And is there enough charge in your personal battery to get it all done? If you try to do too much, you may go home worn down, financially tapped out, with a case of buyer’s remorse, and a vague feeling you just scratched the surface in certain areas.
A trade show may be the ideal place to learn, shop, and make buying decisions. But it’s not the only place — you don’t have to transact all your business there. So consider focusing your energy in a few key areas.
Making your plan
Come to the show prepared. Determine up front your greatest business needs. Then decide which ones you can best address at the trade show, and which ones you can deal with some other way. Write out a list of, say, three main show objectives — things you want to accomplish no matter what. Make the objectives clear and specific. A few examples of such objectives:
• Investigate solutions to improve financial management and office productivity.
• Select a vendor for a new inspection camera van
• Earn sufficient CEUs for license renewal.
• Negotiate the best price for replacement of six cable machines.
Now, take each objective and list under it a set of specific tasks. For instance, the list for the “financial management and office productivity” objective might include:
• Attend Leaders Resource Network business planning seminar track.
• Attend seminar on employee training.
• Visit vendors of productivity software (list them by name and booth number).
• Ask other attendees for their advice on financial and productivity solutions.
Getting it done
With a limited list of specific trade show tasks, you’ll be sure to give your highest-priority business needs the attention they deserve. Most likely, you’ll also have some time just to browse the show floor and find out what’s new, and time to socialize and share issues with others in your profession.
If you have many high priorities — if you can’t seem to get your list of objectives and tasks down to a manageable size — consider taking a team member or two along to the show. Pick a couple of your most valued employees. They’ll see the trip as a reflection of your respect for them and as a way to advance their careers.
Whether you attend alone or with your team, a good plan will help ensure that you come back from the show prepared to make positive changes in your business — smoothly, promptly, and cost-effectively.
You’ll be glad you saved the “bit of this, bit of that” approach for the restaurant buffet line.
