I can always tell when a show is just around the corner, because I receive a slew of emails and telephones calls from attendees looking for advice regarding what to see, with whom to speak, and so on.
My response generally goes something like this:
DON’T
· Just show up and wander the aisles.
· Go ill prepared as to the reasons you are attending the show.
· Show up without a plan. Make a plan, map it and work it.
PRE-SHOW DO’s
· Set objectives for the show.
· Compile a list of questions for which you are seeking answers.
· Define problems that require solutions.
· Identify products and services you want information on or about.
· Have your company’s “elevator speech” down to a few minutes in length. Be prepared to tell vendors who you are, what you need, when you need it by, and how much you have to spend.
· Map your course to see companies of interest – don’t waste time back tracking, and stick to a time schedule if possible.
SHOW DO’s
· Be candid, and as open and honest as possible with vendors, but remember you do not have NDA’s in place.
· Know how you’ll be handling the next steps in the event potential partners peak your interest.
· Make a grid to track and help narrow down potential partners you’d like to have a more in depth discussion with, and why.
· Leave time to view new products and innovations.
· Sign up for paid and nonpaid educational presentations that fit your overall game plan.
· Meet key players in groups you may work with: face-time is irreplaceable in evaluating a relationship
· Collect cards and take notes. Have brochures and follow up packages sent to you. Travel light.
· Be sure to get answers for the questions you went to get answers for.
· Speak with experts in the booth. Salesmen may know a lot; but if you need to speak with the engineer, developers, or others, ask if they are in the booth. Bring key players into your discussion early – you can’t afford to be in one booth for hours, and vendors can’t afford it either.
· Network. Take advantage of the numerous opportunities to speak with vendors, peers, experts and consultants. You’ll collect more “free” information in a relatively short period of time, over any other information gathering process. Don’t be shy…jump in with why you are there and what you are looking for. A vendor will either step up or step away. Keep it simple.
POST SHOW DO’S
· You’ll get calls. Be ready for them. One-touch the follow up if possible. Review your notes. If the answer is no, tell the vendor so, and why. If you’ve chosen another vendor say so. If you need additional information ask for it.
· Pick up the phone. Remember, they’ll keep calling until you tell them otherwise.
· You went to the show for a reason. Most likely your job is to source or influence the best solution for your company. The clearer you define your needs pre-show the easier the entire post-show process will be.
If anyone is willing to share, I’d love to hear of other tips and hints for attendees.
I hope this helps. I’ll see you in San Francisco at the end of April at the 2011 CETW. Cheers!
