Suppliers

Trade Shows and Networking Events

by Bridget Opfer, Contractors Inc

One of the primary ways to connect with potential new and current customers is through trade show and networking events. Here are some overall best practices to ensure a successful event:

• Support the theme.

• Draw attention.

• Make it FUN!

• Have games, pictures.

• Use social media – Facebook, LinkedIn, Instagram – to promote.

• Remind customers before the show through social media, email, phone calls.

• Make sure to thank the customers for coming by and send a thank you note to any new person you meet.

Most of the business development work at an event happens before it starts.

• If possible, get a list of attendees before the show.

• Set targets from the list of attendees or industry info for your area. Send an email blast to attendees to hype your booth. Include your booth number and any prize or game you may be playing.

• Reach out to key targets prior to the show and set up one-on-one time to talk if possible.

• Post to your Facebook page on the day of the show, showing the booth setup. Include a reminder of your booth number. Shows usually have a theme. Embrace it!

• Participate in the theme if possible.

• Draw attention with theme and giveaways – $5 to $25 cash giveaways are always a hit. But remember to get something for giving – ask “Is there any work you need bid at your property?”

• Good client interaction is guaranteed with theme support and game inclusion. In most associations there are also awards for booth theme participation.

Getting recognized with an award is free advertisement and easy PR.

• Use a theme-related promo and high interest grabs that will stick around your target’s office or home.

Important things to keep in mind during the show:

• Note follow-ups and interest during the show. You should always have a notepad with you.

• If you have a prize for collecting business cards, write on the target’s card a follow-up need note. Take a picture of their card and email to yourself during show with note. An iPad and salesforce can also be options if you have the personnel and time during the show.

• Send individual thank you emails to attendees, even ones you know didn’t stop at your booth.

• Remind to call on your services. Follow up with a phone call, visit, email to targets with interests. Also, follow up with targets you may not have been able to see at the show.

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Questions you can ask at trade show and networking events

As with all questions at events, find the appropriate time. Sometimes it is better to build rapport with personal banter. Then, ask a question here and there.

• Why do you work with our company? (if they are already a customer)

• Who else do you work with, and why?

• What can we do better?

• Is there anything any of our competitors do better?

• What is your total annual budget?

• How does your budget breakout capital spend vs. day-to-day maintenance vs. service?

• How many other (positions) like yours are there in the company?

• Who else should we talk with?

• Could you please facilitate an introduction?

• How long have you been with (company)?

• What do you like to do when you’re not at work?

• In what regions/states/cities do you focus the most?

• What regions/states/cities do you see as the biggest opportunities?

• What is your company’s decision-making process? Who is involved? What factors are considered?

• What are the biggest hurdles you anticipate coming in the near-term?

After the event, be sure to post photos on LinkedIn and Facebook. Be sure to tag the organization that hosted the event. Some important things to remember while at all trade shows and networking events:

• Follow up on leads.

• Make new connections!

• Qualify new customers. Ask questions such as who they work with in the industry, how they know you, why they want to work with you. Find out if you have connections in common. What ownership groups do they work for?

• Work the transitions from old management to new management opportunities. Dig into the new management opportunity, including asset and ownership knowledge and connections.

• Talk to customers you are trying to keep in good standing. Being “top of mind” in this business is key.

You can casually “check in” with them to see how things are going. Take the opportunity to ask about new opportunities: “Is there anything you need us to take a look at?” or “Do you have any projects coming up?”

• Actively pursue new opportunities – companies you have not worked with, markets you have not pursued, evaluate the market, new industry options.