Masonry Magazine February 1996 Page. 13
Stop, look around, introduce yourself, and then move directly to the business at hand.
Look for the quick message
When you approach a booth, look and listen for the "quick message"-the exhibitor's key points. The signs, posters or demonstrations around the booth often display this message at a glance.
Overlook the clutter and hype
Trade show exhibits are designed to whet your appetite for what's being offered there-and that's good. But don't spend so much time around the signs, the giveaways and the show-and-tell demonstrations that you neglect what you're really after.
Bring your specs
Bring along specifications for equipment or products you'll need in the months and years ahead. Refer to them when talking with exhibitors, and don't hesitate to pass copies along to exhibitors who may help fill your needs later on.
Ask for help
Pose questions and problems-perhaps from a ready-made list to exhibitors. Specifically ask for help with problems you're having on the job. They frequently know what's happening in your industry, and can offer you valuable solutions, insights and recommendations.
Ask for high-value materials
What relevant brochures, magazine reprints and case studies can exhibitors give you? If an exhibitor doesn't have what you're looking for, ask him to place your name on a followup list.
Ask about demonstrations
Some exhibitors offer demonstrations during the convention, or throughout the year. Ask for a schedule of events, and note topics, dates and times that are right for you.
Learn about the competition
Chat with the exhibitors about the competition. You might discover clues about their recent successes and problems.
Let them sell you
When you visit a busy trade show booth, you often have the opportunity to see the representatives of various firms in action-giving information, answering questions, attempting sales, managing the booth-in short, juggling a myriad of duties. It's a great time to test the capabilities of exhibitors, the quality of their products, and their ability to serve you.
Kick the tires
Participate in demonstrations. Try your hand at surveys, exercises or evaluations offered by exhibitors. Do you have a product or service suggestion for an exhibitor? Don't hesitate to throw in your two cents before you leave.
Offer advice
Have you used an exhibitor's products in the past? If so, can you offer examples of effective and ineffective performance? Offer your insights. Exhibitors take these suggestions very seriously, and often forward them to their home offices.
Become a customer
If you're pretty sure you're going to be doing business with an exhibitor, give him whatever information he needs to begin a successful sales relationship right then and there. This information might include company background, credit references, equipment and products used now, quantity information and purchasing resources available.
Evaluate
Make a brief handwritten note after you leave each exhibit. Jot down the key points you've learned, product problems you've encountered, or issues you'd like to raise in a return conversation with the exhibitor.
Develop company contacts
Exhibitors often know the companies they represent inside and out. They may be able and willing to furnish you with the names and telephone extensions of key training, accounting and technical people in the company. If you're conscientious in gathering this information, you can often leave the convention hall with a treasure trove of new contacts.
Organize information
Carry a portfolio or bag with pockets so that you can sort and file printed material as you receive it. If you indiscriminately dump everything handed to you in an oversized bag, changes are that most of the material will eventually land in a junk pile.
Talk to other visitors
You can often learn about their needs and problems, and pick up valuable tips from them. Better yet, you can build new professional acquaintances that can make your job easier over time.
Boost your energy
To revitalize-Continued on Page 55
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MASONRY JANUARY/FEBRUARY, 1996 13