This past year, we’ve exhibited at trade shows and modeling events across the USA on behalf of our customers. In fact, if there’s a plastic scale modeling event or hobby related trade show anywhere near our driving route, you can bet we’ll make every effort to be there. It’s good business for our customers and something we truly enjoy doing.
We’ve learned a few things along the way that I want to share with you today.
Our most recent event was the IPMS National Convention in Hampton, VA. This is an annual event, each year held in a different region of the USA. (The previous year’s was held in Loveland, CO.) We spend four days talking to plastic scale modelers, many of whom exhibit their phenomenal models in this top-level national contest.
Trade Shows Can Be a Lot of Fun
Modelers are an interesting bunch – mostly guys, although I always get to meet a few lady modelers, as well as a few spouses and girlfriends. When they visit our table they’re either looking for precision tools or checking to see if the company they’ve grown to love and trust has come out with any new products lately. Most are quick to tell us about their latest modeling project and ask a lot of really good questions about the tools. Some are skeptical … they have a cheaper (competitors’) tool and it doesn’t work all that well. Why should these work any better? Others only glance sideways at the tools and try their best not to make eye contact. And quite few walk up to a table full of visitors to proclaim that these are the best tools on the market, bar none … you’d be a fool to pass them up. Tell me, what’s not to love about working trade shows with raving fans telling others about the products?
Xuron Corporation, our customer at this event, is one of the world’s leading manufacturers of ergonomic, electronics-grade hand tools. We represent them to the hobby market. All of their tools are manufactured entirely in the USA – a point of quality and pride not lost on their customers, and they come with the best warranty in the business. This is a company that knows what it’s doing and it shows in the faces of their loyal customers.
So what have I learned? Primarily, that it’s possible to strike up a conversation with nearly anyone about a quality product. The secret – stand up, attempt eye contact, and be friendly. Ask if they’re familiar with the company. Mention the high points – manufactured in the USA, outstanding warranty, company stands behind its products, and focus on getting the product into their hands for a demo. Friendly interest draws them in – the product demo makes the sale. The opposite is also true: No friendly greeting = no sale. It’s a one-two punch and both parts are needed.
If you are product-oriented, what can you do to get your product(s) into the hands of your prospect? And if you’re service-oriented, what’s the easiest point of entry for a prospect to experience your services? Is a trade show or some type of consumer event in your future? If you’ve recently participated in a trade show, how did it go? What did you learn? Please leave us a comment.
