International Trade

Putting On A Good Show

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...to help in this respect.’

Interestingly, Susan said that there is a homogenising effect taking place in the character of trade shows. ‘In the US, the trade shows used to be a way for people to catch up, like an old school network, while in Europe trade shows have always been a selling environment – especially in Germany, where shows are organised around buying cycles. But in the US, certainly, the European model is increasingly being adopted and shows are regarded as a serious business opportunity. The key is finding the right people to speak to while you’re there.

‘And remember that first impressions count, and you don’t get a second chance to make a first impression. People say you should not judge a book by its cover but it’s part of human nature. If you don’t look the part, then trust becomes an issue and business is all about trust.’ The trend in the US is gradually moving from casual to formal with regards to exhibitions, but Susan says that, as a visitor, the emphasis should be on being smart. ‘I always tell exhibitors, you dress one notch better than your attendees.’

Post-show activity is also vital. ‘It is crucial you follow up on leads and report appropriately to your co-workers. But this, too, should be part of pre-show planning.’ So remember, if you don’t want to find yourself in the ‘trade zone limbo’, prepare, prepare, prepare.

Susan’s top show tips are as follows:

- know what you want to achieve by visiting the show, and, if you’re an employee, understand what your boss wants you to achieve
- decide which exhibitors you want to visit, and then organise your list into two parts: ‘must see’ and ‘want to see’
- get a map of where stands are located... continued on page four >

 

 

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