Dan Gilmore and I attend various industry related trade shows throughout the year. We have been doing this on a regular basis for many years and thought we would share a few tips that might help you have a productive experience.

The first thing is to understand that you will probably not be able to “take it all in”. We’re not saying it’s impossible – just not likely. At NA2010 there will be over 400 material handling and logistics solution providers showcasing their products and services. If you averaged only 5 minutes at each booth, it would take over 40 hours to get through and that does not include time spent in seminars or workshops, not to mention break periods.

The objective is to make the most of the limited time you have available. It’s a really good idea to take advantage of the shows website to pre-plan what key exhibitors you want to see, educational sessions you want to attend, and know where they are all located.

The following thoughts and suggestions may help you focus on the key elements that are important in planning your participation at NA2010 or whatever your next trade show is.

Maximizing Your Trade Show Time and Investment

Post recession attendance at trade shows is down. However, this may actually be a good thing because the percentage of “serious buyers” compared to the “just curious” attendees has actually increased.

While attending ProMat 2009, we observed that many attendees were looking at the show directory and booth layout diagram, and checking off their priority list on the way to the next stop. It was obvious – they had a plan.

Such preparation enabled these attendees to make effective use of their time and monetary investment while attending the show. With a well defined plan, such as suggested below, you too can maximize your show productivity.

• Prepare a list of “must–see” exhibitors based on your interests and future projects.

Note:

Dan Gilmore and I did this for ProMat 2009 because of the relativity short time we had available to attend the show (1½ days) and the amount of exhibitors we wanted to cover. Using the show directory and a spreadsheet, we listed our “what’s-interesting” exhibitors and mapped out a logical path thru the exhibition hall. We stayed focused and on-course. It worked great!

• Make breakfast, lunch, and dinner appointments well in advance of the show with prospective suppliers, industry experts, and peers to capitalize on your limited time at the show. These professional contacts can significantly enhance your show experience.
• Schedule any seminars, workshops, and presentations you want to attend in the afternoon whenever possible. The morning hours on the show floor are generally less crowded and booth personnel more readily available.
• Give some thought to allocating time to tour sites in the surrounding area where MH equipment and/or systems that you are interested in have been deployed. Consider a side trip while in route to or from the show.

Be Prepared With The Right Questions

When you enter an exhibitor’s booth someone will shake your hand and ask if you have any questions. What happens next will determine how productive your next 5 to 15 minutes will be.

Typically, busy booth personnel are trained to quickly assess your interest and categorize you as “just curious” or “serious buyer”. If you fall into the just curious category you will receive the abbreviated sales pitch; test to see what your interest level is (if any), scan your show badge, make a few notes on the print out, and be sent on your way with a smile and some giveaway; a kiss (the silver wrapper kind) is good, but the flash drives are more useful – after you delete the promos.

However, by being ready with some general questions, and then with more specific follow up questions, you will be categorized as a serious buyer and enhance your opportunity to learn something useful. For example, obtaining answers to the following general questions will help you to quickly determine the potential this piece of equipment or system solution may have in your operation.

• Is this a new product/solution or a revision of an existing one?
• If this is an upgrade – what are the specific improvements?
• Do you have any customers using this yet? If yes, what applications?
• What do you see as the key advantages of your product/solution?
• What is the range of costs customers will likely see?

Note: Here you’re looking for a dollar range not ROI or “it depends”.

• How long to deploy?

You may have to give up some info relative to your operation in order to obtain the specific info you are looking for. However, try to avoid lengthy, detailed descriptions – your time is too important to spend on details.

Good Idea: Consider using a small digital voice recorder for taking notes.

Depending on how you feel about what you just learned, you may want to request a follow up sales call or just move on. Either way, you stayed focused, controlled the interview, and acquired the information you need for future reference.

Your Expectations Should Be High

As Dan and I worked our way through ProMat 2009 and stopped to talk to attendees, we found that their biggest dislike is lack of product knowledge in booth personnel. We also experienced some of that - having to wait for the “expert” to become available. A few times we decided not to wait.

Some attendees said they were irritated by aggressive, high-pressure sales presentations, "products with no shortcomings or limitations", lengthy sales talks that never really get to the point, and in some cases even being ignored by booth personnel who seem to be running a little low on energy and enthusiasm.

Interestingly, some attendees avoided exhibits featuring non-business related entertainment acts, professional models, and/or ornately designed booths. They considered them to be entertainment, and a waste of time in today's fast-paced business environment. As an attendee, you should expect concise information with few distractions.

No doubt the characteristics most prized in an exhibitor's booth is knowledgeable personnel. Serious and focused attendees want to interact with people who offer in-depth product, process, and application knowledge, and can quickly relate how that translates into a benefit. In essence, attendees most value exhibitors who can provide concise, accurate, application and process oriented information.

Final Thoughts

Last but not least, the information you gain by attending workshops and networking with your peers is invaluable. By simply asking, "How did you solve this or that problem?" you will gain another perspective that may be very different from the “show” perspective. In this case you are learning from the firsthand unbiased experience of a peer who has gone down this path before. It just could be your most valuable takeaway.

Agree or disagree with Holste's perspective? What would you add? Let us know your thoughts for publication in the SCDigest newsletter Feedback section, and on the website. Upon request, comments will be posted with the respondent's name or company withheld.

You can also contact Holste directly to discuss your material handling or distribution challenges at the Feedback button below.