I was reminded today of how long it takes to establish a relationship.
A colleague in Tucson, Fred Narcaroti, and I spent some time talking about how to build business. Fred pointed out that it takes a minimum of three contacts for a person to know you well enough to ask you about your business, let along award you business (a contract). When you apply this to trade shows and the world of face-to-face selling, you have to agree: a trade show is a step in the process of changing suspects into prospects and then into clients.
On the trade show floor, you most likely are meeting your contact for the first time. It could be the very first contact or could be the first face-to-face talk. It might could be the time you meet to close a deal. The point is, it is a step in a process. Whether it's three times, as Fred suggests, or 6 or 9 times, you have to make the connection on more than a "hi-how-are-you-can-I-sell-you-something" basis. As we've discussed earlier in this space, people do business with people who they like. And it akes time to get to know someone.
Lesson Learned: take the time to get to know your prospects and be patient.
TTSG
Showing posts with label relationships. Show all posts
Showing posts with label relationships. Show all posts
Tuesday, December 23, 2008
Friday, December 19, 2008
Trade shows, networking and LinkedIn
What do these three things have in common? They are all about making positive, direct contact with people.
While I am, and probably always will be, the advocate for face-to-face contact (the first two), the third item is growing in both popularity and effectiveness. But I have learned, as with the other two, these methods work best when they are a part of a larger campaign.
Let's skip right to LinkedIn: I learned a valuable lesson just yesterday on it's power and usefulness. For those of you not familiar, it is, in quick summary, the social media choice for B2B types, a Facebook for business people. Within in it, you post a profile and make connections. With those connections you can ask for and make recommendations and introductions. And here is where it gets complicated for some.
Making a recommendation or introduction is a priviledge. As a connection pointed out to me, we are the guardians of our relationships and play a role of "trusted advisor". In other words, don't go willy-nilly connecting or recommending people you just met. This isn't an electronic bar scene where one is out to score, but rather an extension of the trade show floor where you either start a conversation (or relationship) or take another step in the process. Don't abuse what you have been trusted with.
Lesson Learned: place value on the relationships you have and are developing and respect, not abuse, those that have entrusted you.
TTSG
While I am, and probably always will be, the advocate for face-to-face contact (the first two), the third item is growing in both popularity and effectiveness. But I have learned, as with the other two, these methods work best when they are a part of a larger campaign.
Let's skip right to LinkedIn: I learned a valuable lesson just yesterday on it's power and usefulness. For those of you not familiar, it is, in quick summary, the social media choice for B2B types, a Facebook for business people. Within in it, you post a profile and make connections. With those connections you can ask for and make recommendations and introductions. And here is where it gets complicated for some.
Making a recommendation or introduction is a priviledge. As a connection pointed out to me, we are the guardians of our relationships and play a role of "trusted advisor". In other words, don't go willy-nilly connecting or recommending people you just met. This isn't an electronic bar scene where one is out to score, but rather an extension of the trade show floor where you either start a conversation (or relationship) or take another step in the process. Don't abuse what you have been trusted with.
Lesson Learned: place value on the relationships you have and are developing and respect, not abuse, those that have entrusted you.
TTSG
Friday, March 14, 2008
Leaving the Exhibitor's Show
This was a great time spent. Spent with colleagues, friends and acquaintances talking and learning about an industry and work we believe in, love and respect.
It gave me the opportunity to reconnect. Thanks, Joel, Steve, Skip, Jeff and others for taking the time to converse. Renewing friendships and connections are incredibly important in this industry, as it is elsewhere.
It gave me the opportunity to learn. Thanks Katharine, Ed, Corbin, Jim, Scott and the others for reinforcing that I need to understand my business (and that of my clients) before I can craft messages and delivering and measuring credible results. I'm glad to see the concepts of brand, measurement, messaging, engagement beside the industry buzzwords of logistics, I&D, drayage, design and fabrication. While they have always been there for many, it wasn't always the case in days gone by. At least not at the pervasive level I saw here.
It gave me the chance to meet new people. Thanks, Donna, Karen, Luise, Lauren, Kim and the others I met in classes and at parties and receptions. Thanks for talking with me and I hope our paths cross many times in the future.
It gave me the chance to renew and recharge. I learned again the passion I have for communication and translation of ideas. It was fun to talk about how to craft the message, how to measure the result, what product would work in that application, who can get something done in time and all those other things that make this a fun and interesting industry and career.
Lesson learned: this business, business and life are about relationships.
TTSG
It gave me the opportunity to reconnect. Thanks, Joel, Steve, Skip, Jeff and others for taking the time to converse. Renewing friendships and connections are incredibly important in this industry, as it is elsewhere.
It gave me the opportunity to learn. Thanks Katharine, Ed, Corbin, Jim, Scott and the others for reinforcing that I need to understand my business (and that of my clients) before I can craft messages and delivering and measuring credible results. I'm glad to see the concepts of brand, measurement, messaging, engagement beside the industry buzzwords of logistics, I&D, drayage, design and fabrication. While they have always been there for many, it wasn't always the case in days gone by. At least not at the pervasive level I saw here.
It gave me the chance to meet new people. Thanks, Donna, Karen, Luise, Lauren, Kim and the others I met in classes and at parties and receptions. Thanks for talking with me and I hope our paths cross many times in the future.
It gave me the chance to renew and recharge. I learned again the passion I have for communication and translation of ideas. It was fun to talk about how to craft the message, how to measure the result, what product would work in that application, who can get something done in time and all those other things that make this a fun and interesting industry and career.
Lesson learned: this business, business and life are about relationships.
TTSG
Wednesday, March 12, 2008
Hospitality
It's nice to be the guest. We've had some good times with gracious hosts at Exhibitor's Show this year. And when you're being hosted by the best people in the world who know how to do this, even better.
MG Design put on a really nice evening for guests, clients and staff at a Vegas cooking school. Bussed to the site, we were treated to wine and a full-course Italian meal that we helped prepare. A nice evening with great people. Thank you Liese, Gail, Marci, Kris and the whole MG team for including us in a very nice and professional evening.
The ExhibitGroup party on Monday evening was also very nice. More traditional in that it was a cocktail party, EG took over Revolution at Mirage for most of the evening. Good reconnecting with our friends from both EG and SDD and others that were guests. Thank you James, Bob, Gerry, Jeff J, and the whole EG team.
(And EG: thanks for the ride from the airport on the courtesy shuttle. I appreciated that a whole lot)
Lessons learned: Partying with party professionals is a great experience. This really is an industry of relationships and people.
MG Design put on a really nice evening for guests, clients and staff at a Vegas cooking school. Bussed to the site, we were treated to wine and a full-course Italian meal that we helped prepare. A nice evening with great people. Thank you Liese, Gail, Marci, Kris and the whole MG team for including us in a very nice and professional evening.
The ExhibitGroup party on Monday evening was also very nice. More traditional in that it was a cocktail party, EG took over Revolution at Mirage for most of the evening. Good reconnecting with our friends from both EG and SDD and others that were guests. Thank you James, Bob, Gerry, Jeff J, and the whole EG team.
(And EG: thanks for the ride from the airport on the courtesy shuttle. I appreciated that a whole lot)
Lessons learned: Partying with party professionals is a great experience. This really is an industry of relationships and people.
Tuesday, March 11, 2008
At the Exhibitor's Show, Day 2: Walking the show floor
Walking the show allowed us to get some air, meet new people and forget about the terrible lunch we'd been served. Note to self: try the Mexican place across the way on Tuesday.
This area of the show is growing. Over 300 exhibitors ranging from simple banner makers to I&D companies to freight companies to exhibit builders are here. If a company provides a service to the the exhibit industry, they are here.
This walk gave us the chance to renew old friendships, meet new suppliers and see things that we only get to see at our own shows. Getting to share what we liked, what we didn't was a great exercise.
Most of the large builders emphasized their ability to design within a brand and be a part of the larger mix--or drive it if need be. Derse, Freeman, 3D, ExhibitGroup and Elements (among others) were front and center representing custom exhibit builders. Skyline was there with several booths touting their product and dealer network. Fish Software and Exhibit Surveys were among the led trackers. And Mayflower, United, ABF and LAS Worldwide were representative of the freight handlers.
Now that we've seen the floor from a larger perspective, we can go back and review what we'd like to focus in on.
Lesson Learned: this is a vast and complex industry, but it is largely built on relationships.
TTSG
This area of the show is growing. Over 300 exhibitors ranging from simple banner makers to I&D companies to freight companies to exhibit builders are here. If a company provides a service to the the exhibit industry, they are here.
This walk gave us the chance to renew old friendships, meet new suppliers and see things that we only get to see at our own shows. Getting to share what we liked, what we didn't was a great exercise.
Most of the large builders emphasized their ability to design within a brand and be a part of the larger mix--or drive it if need be. Derse, Freeman, 3D, ExhibitGroup and Elements (among others) were front and center representing custom exhibit builders. Skyline was there with several booths touting their product and dealer network. Fish Software and Exhibit Surveys were among the led trackers. And Mayflower, United, ABF and LAS Worldwide were representative of the freight handlers.
Now that we've seen the floor from a larger perspective, we can go back and review what we'd like to focus in on.
Lesson Learned: this is a vast and complex industry, but it is largely built on relationships.
TTSG
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