Contractor’s Corner: Optimizing your trade show investment – January 2025

By Dave Stafford

At the end of the year, you are either kicking up your heels or licking your wounds and planning for the next year. Prominent in the next-year plans for many companies are trade shows, either as an attendee, speaker, exhibitor or some combination thereof. The payoff you get for these events is, like with so many things in life, commensurate with what you put into them. You can either spend a lot of money and waste it or invest it with a chance to make outsized returns. Some will say the outcome is a matter of happenstance or luck; however, most would agree that research and careful planning will load the odds in your favor for real payback on your investment.

ATTENDING
• Consider why you are attending: Planning your attendance begins with considering why you are attending in the first place. Is it to broaden your knowledge on new products and equipment that will increase your productivity? Of course, that is the stated goal of most, particularly those looking for new items, installation techniques or concepts for their business. However, there is so much to see that it can be overwhelming, and looking at everything is like drinking from a fire hose. Make a list and rank each category by its importance to you; treat this as a search for value among the many offerings.

• Put your best face forward: Wear comfortable shoes and dress as a professional, at least as well as those who are exhibiting. You are being evaluated, too.

• Plan ahead: Get an exhibitor listing and floor layouts and schedule your walk through the show. Prioritize the segments most valuable to you and check off each area as you do your visit. Make notes on where or when you might need to return to an exhibit. Walk through each area quickly, making mental notes on things that are of interest but keep your eyes moving. Do not engage; this is the cursory survey. If you’re not careful, each vendor will try to engage you in a conversation, wasting your time and theirs. When you find a product or service that interests you, come back later or make an appointment.

Do not become a bag lady/man by loading up on free samples. First, you’ll have to carry it around, and, second, it marks you as a less serious attendee. Take plenty of business cards but be frugal in giving them out.

• Set appointments: When possible, set an appointment in advance with key decision-makers to meet them at the show. This is a great venue for establishing a personal connection with regional (and above) personnel for your company. “Jack, I’m impressed, what would it take to get set up with you? Will you help me?” If you’ve been getting a cold shoulder from your local rep, this may turn the key. If that is not possible, ask one of the personnel manning the booth for an introduction to the regional manager or vice president for your area. You may be able to make a deal or set the stage for later meetings to plead your case.

You may be invited to stop by a hospitality booth or an after-show-hours event. If you are interested in their products, attend if time permits; these may be by invitation only. In a more relaxed setting and over a drink or two, you may be able to get past their natural reserve to establish common ground. “Hey, Joe, what do I have to do to get set up with you guys? Can you clear the way for me by putting in a good word? How many dealers do you have in my area?” Limit your time with mill personnel in this venue; don’t monopolize them. Spend two or three minutes maximum, then set an appointment for later.

Talk is cheap, so look for a commitment to follow up with each other. It may be possible to nail down some aspects of your quest at the show. The important deals move from concept to reality after the show, when both have had time to reflect on the value to each other.

• After the show: While everything is still fresh, make time for follow ups. This can consist of a thank-you letter or note to those who were helpful or promised further information. An email is tempting, but a handwritten note will stand out. A phone call expressing your appreciation is a great idea, too. Anything you do will underline your interest in their company and foster business together. Give mill management time to digest the show results and follow up with someone in your area.

Set an appointment to meet with your local rep to make sure you have samples and understand the nuances of doing business in your geographic area. Push your advantage now by asking for a presentation to your sales team. Do not allow the post-show euphoria to wane. Create a sense of urgency that you’re anxious to get started promoting their products. Let them know by your actions that their exhibiting was worthwhile.

• Establish terms: This is also the time to push for getting your account open with a decent credit line and terms. Talk with their credit manager and get some idea of the credit line amount and terms, then find out what information you’ll need to provide. What amount of business, at the mill cost basis, will you be likely to generate over the next 12 months? Discuss the plans you have for promotion; all of this will help justify the amount of credit to be extended. What credit limit are you hoping for, and is it consistent with your expected volume? Shut up and let them tell you what amount they have in mind; remember, this is a negotiation. What are the parameters for a credit line increase? How will he handle that big order you hope to land if it were to exceed your credit line? You might as well find out now rather than when you need it the most. What sources will you use for references-your local bank, a long-term supplier, perhaps even a client that would be willing to take a phone call?

SPEAKING ENGAGEMENTS
Attendance as a featured speaker may be an opportunity to share your business acumen, especially in specific areas. This is a chance to showcase your expertise and publicize your company’s offerings. It also adds credibility to your professional resume. Yes, it is a lot of work to properly prepare a presentation, taking time away from other areas of your business. However, such a presentation might be adapted for use with clients or other trade shows. I’ve done presentations on topics ranging from vertical lift to specialty poured floors to collection of accounts receivables to the value of certifications to types of government contracts to an overview of our company’s unique offerings.

• Stay true to you: Regardless of the topic, stay within your core capabilities; this is not the time for leaps into new, untried areas. You will be caught out by audience questions. Tailor the presentations to what your audience would most like to know. Add some humor; don’t put people to sleep.

• Employ technology: Use plenty of visuals such as Microsoft PowerPoint but have a backup plan in case of equipment failure or data loss. Colors, pictures, graphics and animation should be used in the context of your presentation theme rather than decoration. Screen slides may be used for a cue and reinforcement but not as a complete script. My general guideline is 25 to 35 slides for a 30-minute presentation. Fewer than this allows for boredom; more fosters whiplash. There is no substitute for knowing your material. An experienced speaker said, “Give them an overview of what you’ll be presenting, make the presentation entertaining and then tell them what you told them; above all, ‘Don’t stay on too long.’”

EXHIBITING
Becoming an exhibitor is always an expensive, time-consuming venture well beyond what you’d expect. There’s usually a fee to have booth space; that space is restricted in size and may require certain set-up and take-down provisions. Then, there’s the booth itself. Will you design your own or have one custom built? If you’re serious, then spend the money for a professional to design and build a booth if you are going to do a series of trade shows. Attendees will judge you by the booth quality, design and personnel.

• Start small: When starting down this road, make your mistakes in a small regional setting that limits your expense and exposure. I’ve done it both ways, with hilarious missteps including tables collapsing, lighting malfunctions, missing key booth components and personnel showing up drunk.

• Practice: Train your personnel to effectively work the booth. Start with a smile. Engage in just enough small talk (the elevator speech) to make a good impression, showcase your company and get their contact info for a follow up. After a warmup question or two (“How do you like this year’s show? Finding plenty of exciting things?”), ask leading questions: Do you expect to be involved in a major renovation during 2025? Would that be the first or third quarter of the year? Are you part of the team that will make those design decisions? Have you established a budget yet? In what type of flooring might you be the most interested? We often provide budgeting information on flooring products and services based on your parameters. We can also schedule a walk-through and feedback on your choices.

Resist giving out samples or brochures if you are not giving business cards. Try not to be rude but practice cutting conversations short when it’s obvious that the attendee is not a decision-maker, has no budget or is only interested in visiting. If they are a viable contact, suggest making an appointment for an indepth discussion with you or your manager. Move them along. Give others a chance to ask their questions. If deftly handled, no one will be offended, and you’ll dramatically increase your win rate. Nothing is better than practice sessions and scripts on how to deal with attendees.

• Seal the deal: Finally, a nice email, note or brochure should be sent to those who have stopped by your booth. Of course, if there is a hot lead, make an appointment. One such contact resulted in a carpet tile job in an occupied office space. The facility manager had been looking for a way to complete the project without total disruption. We had the solution and made enough profit to cover our show expenses several times over.

Copyright 2025 Floor Focus