Making the Most of a Trade Show

Have you ever been an attendee at a conference and gone to the exhibit area? You know, where all those trade show booths are and the vendors are standing behind them, ready to espouse their company's benefits to you?

I have been to many; and have been on both sides. I have been an attendee many times and even more so, a vendor.

What baffles me is that when I am an attendee and walk the exhibit booth isles, I see much aloofness. Many of the vendors don’t even look up because they are talking to their co-worker, checking their Blackberry and/or gazing deeply into their laptop monitor.

I am quite sure that this is not what their boss envisioned when he/she paid thousands of dollars for the company to be there.

What do these vendors expect? That potential customer will make a bee-line for their booth? Good luck with that....

No, an exhibit hall vendor must be very proactive in getting the attention of all the prospects walking by. Odd are, they don’t know much about your company and if you give a smile and good morning, they will do the same to you. Then a simple, "Have you heard of what our company can do for you?" will probably buy you at least a minute to reel them in a bit more.

The sales staff at Next Step Magazine and I were just in Seattle for a NACAC (National Association for College Admission Counseling) conference of college admissions and school counselor professionals. There were literally thousands of people there.

I have to say, I was very proud of my co-workers. We worked it hard. Nobody got by our booth without a hello and a smile. Hey, sometimes we were ignored but most of the time people would stop by and chat for a while. Then we were able to see how Next Step could help them with their job. We sucked the juice out of that conference and made hundreds of great new contacts. Plus connected with some old ones too!

I walked around a bit to see what the other exhibitors were up to. It never fails to amaze me, but most of the exhibitors barely looked up as I walked past them. I blame them for laziness but also their boss for not being clear about the expectations of a trade show.

Here are some good trade show tips that I found to get the most out a trade show:

Don't sit - The tradeshow environment is a tough one. I know that. By the end of the day your entire body feels weak and numbed. I also know that the next day you’d rather have your legs amputated than stand on them, but buck up! When you’re sitting, you look lazy and less approachable. In that state, lead-generating opportunities will pass you by like grandma getting passed on the highway.

Talking with other booth staff - Remember, this is not the break room and you’re not at the show to talk with “Joe." Save the conversation for the hotel later. Otherwise, if you’re in the middle of chumming it up, show attendees will not even try to interrupt your conversation to ask for information. The same goes for the cell phone as well; if you need to take a call, excuse yourself from the booth.

80/20 - Remember the 80/20 rule – listen 80% of the time and talk 20%. Many people, when put in the show situation, tend to “throw-up” on the attendees. You’ve seen it, I’ve done it. It’s just wrong. For example, the attendee asks a question, “Does your product do this?” Then you reply, “The product does this and that and my company was founded in 1912 by a farmer and a goose. I started working with the company when Carter was president. Boy, it was a hot summer.” You did nothing but point out that you’re uncomfortable being there. Listen to the customer. Process what they want to know, then respond with pertinent information. Wait, then ask if your response adequately answered their question. If you’re nervous, take a breath or two before speaking. You’ll be glad you did.

Train your trade show team - Trade shows are unlike other sales environments. Limited time and attention of attendees requires quick qualifying, and lead generating tactics. Make sure your staff is prepared and has a clear goal for each day.

Call them while they're hot - Sales staff frequently make the mistake of contacting trade show leads, months after the show. Make sure your sales staff has extra time and incentive to follow-up with all leads within weeks of your trade show exhibit.

Booth Love - Effectively utilize display accessories, banners, graphics, lighting, booth design, and materials to heighten visibility and drive sales.

The bottom line - For a successful trade show, make sure you are as approachable and professional as possible. Remember that at any given moment, you will be on center stage. The customer is looking at your booth and asking themselves, “Do I need what they have?” Then they’ll look at you and decide, “Do I want to work with them?” That is not a good time to pick your nose.

You only get one chance to make a first impression. At a trade show, you are making that impression on someone at every moment. How will you and your company be remembered?

Woodstock for Entrepreneurs

I just went to the Inc. 5000 Conference in Washington, D.C. and it was an amazing experience! It was loaded with A+ speakers; most of whom have the top business books out today. I even got to have dinner with Ari Weinzweig, co-founder of Zingerman's Deli and Zingerman's Community of Businesses. He is a business mentor of mine and has become a friend. I love his personality, business model and willingness to share his brain!

I ran into Joe Mansueto, who owns Inc. Magazine and told him how incredible the conference was. He said they were trying to create an experience that could be described as Woodstock for Entrepreneurs. I think they did it! And they didn't even need all the drugs. The speakers were the drugs!

Motivaitonal conferences are great for many reasons. You get pumped up, you meet incredible people and of course to learn many things.

Below are some of the people that gave presentations. I suggest you read their books and/or check out their Web sites...

Jim Collins, author of Good to Great. www.jimcollins.com

Norm Brodsky, co-author of a new book called The Knack. http://www.inc.com/magazine/columns/streetsmarts/

Bo Burlingham, author of Small Giants, co-author of The Knack, editor at large of Inc. Magazine, more... www.smallgiantsbook.com

Seth Godin, author of numrous books including Purple Cow, Permission Marketing. www.sethgodin.com

Keith McFarland, author of The Breakthrough Company, www.breakthroughcompany.com

Ari Weinzweig, co-founder and CEO of Zingerman's Commununity of Businesses. www.zingermans.com

There were many more amazing speakers. For a complete list, go to:
www.inc500conference.com

Mr. Obama, If You Want My Vote ...

This is the most exciting presidential campaign I can remember in my 39 years. The possibility of having an African-American man for President or a woman for Vice President speaks volumes for our great country. The USA is still truly the land of opportunity.

Both candidates came from modest means and are now poised to run our country. I think the Founding Fathers would be proud.

I consider myself an independent (I voted for Bush and I also voted for Spitzer. Ooops!). Call me a liberal Republican or a conservative Democrat, I have always voted for the person, not the party. I agree with the Democrats that we should have heart and help people in need. Obviously, I am also a big fan of education. I am on the side of Republicans when it comes to the people making things happen -- not the big government.

Until about a month ago, I was seriously vacillating about whom to vote for. I feel as though Obama and McCain are both good men of integrity and values. I'd have a beer with both of them! This is refreshing because four years ago, I wasn't jazzed about either candidate. Kerry put me to sleep, and I wanted to give Bush grammar lessons. Flippant response I know, but it concisely sums up my feeling towards the two men.

Obama and McCain also both have impressive stories. Obama's rise from nowhere illustrates that the American Dream is still alive. McCain's impressive record serving America in war, politics, and as a POW makes him a true American hero in my book. I think they both have good intentions for America and good hearts.

But as a small business owner, Obama just lost my vote. His tax plan is an assault on all S Corporations and sole proprietorships (most small businesses have one of these structures). His plan to raise taxes on households making more than $250,000 will increase taxes on most small-business profits in America. This is money that could be reinvested for company growth or raises.

To understand my point, you have to understand how an S corporation works. If an S corporation makes a profit of $300,000, the owner gets taxed on $300,000 regardless of whether the owner takes all of that money out of the company. So let's say the profits were $300,000, and I only take $100,000 out of the company this year. I still get taxed on $300,000! Even though it looks like I personally made some major dough this year, that's only one-third true.

Currently S corporations face a top tax rate of 35 percent. Under Obama's plan, the rate would increase to almost 40 percent. And it might not stop there. Many Democrats in Congress have proposed making all small businesses pay a 50-plus percent tax rate. This would kill the entrepreneurial spirit in America, in my opinion.

I realize that I am choosing to look through the lens of small business to make my point. That’s because it affects me personally (actually, everyone because of the damage it can do to the economy - can it get any worse?). I also realize that there are many more issues to look at, like the world liking us again (Obama wins here), national security (McCain), the economy (tough one since neither one has had to personally worry about payroll) and many more.

But I chose the lens of small businesses because we are one of the last unique competitive advantages America has. We are currently the back-bone of America. Take us out, and there goes the rest of what's left of our economy.

I worked very hard starting my business and consider the opportunity for me to do so, a part of the American dream. It wasn't handed to me. I came from modest middle class means and I have worked hard to create my success. My company, Next Step Publishing, now supports many families with a decent sized payroll.

I think it's a mistake to blame "the rich" because often it's not a rich person; it's just a small business owner trying hard to make a go of it and support some families and communities along the way. We don't need another wrench thrown on our spokes.

My business may lose $8K to $12K next year over Obama’s plan. This is not a huge amount and is not really going to impact my lifestyle or my decisions. But multiply me by 25 million small business owners in American and now you’re not talking chump change. So now it becomes over principle. Would that money be better going to government or staying in the hands of small business owners who will reinvest it in the economy somehow. And couldn’t we find this savings elsewhere? Perhaps with cutting pork and unnecessary earmarks?

Mr. Obama, tear down this tax hike. (Then, I'll consider voting for you.)

Dave's New Weight Loss Plan

Great entrepreneurship begins with a healthy body. Today, it all starts for me.

Everyone who knows me is chuckling right now because they have heard me declare my intentions to lose weight and get really healthy for years now. It usually happens on Mondays (wait, today is Monday!). I have had many different plans (schemes) to get healthy and lose weight and unfortunately my family and the patient folks at Next Step Magazine have had to endure my talking of these plans that go nowhere.

One of my favorite plans is when I went to Wegmans one day and bought a ton of different frozen vegetable combinations. I put them in the freezer at work and was going to defrost one a day for lunch. Sounds like a healthy lunch, right?

Well that was three years ago. Anyone for some frozen brussel sprouts? I think I may still have some….

Anyway, I am ready to start anew and have created a realistic plan (I hope) to conquer my health goals. This time I am serious. STOP THE INSANITY!

It’s not that I am massively overweight. If I lost 20 pounds, that would do the trick. I would be in the “zone.” My cholesterol would go down to a healthy level (so my doctor tells me) and I would have the energy I need to run a small business while raising a young family.

I figured I would create a vision of what it looks like when I have reached success. Then I thought I should create a strategic plan on how I’ll actually get there. To make me more accountable, I have posted the plan below. If you see me cheating, please whack me on the side of the head as hard as you can. The toughest part of this plan for me is giving up the glass of red wine with dinner every night. This has been a staple for me for years. Do they make a patch for this?

Anyway, here is the plan. If you have any suggestions, please feel free get in touch at David@nextstepmag.com.

Dave’s weight loss plan

Vision:
I am fit, trim and feeling massively energetic. My blood pressure and cholesterol are at healthy levels and I weigh 180 pounds or less.

Current:
9/8/08 = 203 pounds

Goals:
10/1 = 195
11/1 = 190
12/1 = 185
1/1/09 = 180

Strategic Plan

Exercise:
One hour a day, six days a week. Work-out video/treadmill/elliptical.

Breakfast choices:
Oatmeal
Wheat toast – dry
Egg whites
Fruit

Lunch choices:
Salad
Fish (baked or grilled)
Sandwich – wheat bread, low fat protein, no cheese
Fruit

Dinners:
Cut down on pasta serving size
Low fat proteins
Salad
WATCH PORTIONS

Other:
• 10am and 3pm snacks – almonds/walnuts, ½ Clif Bar
• No eating after 7pm
• No desserts
• No wine with dinner every night. (This saves 100 calories per night. 700 per week!)

Inc. 5000 Company!

For the second year in a row, Next Step Publishing has been named an Inc. Magazine 5000 company! That means were one of the 5000 fastest growing private companies in the U.S.

I am proud to be on this list and give the credit to our employees who take their responsibility very seriously. They each take ownership of playing their role in helping students with their future.

Our customers and readers also deserve credit for without their support, we would not be around to celebrate!