We are just a few days away from the CT Business Expo. With that in mind, let me offer some thoughts and ideas regarding trade shows.
When you think of a trade show, the first thought is often crowds — a convention center full of visitors, exhibitors and presenters with too many cursory conversations occurring about the features and functionality of a product or service. Collecting give-away items is a favorite pastime and it seems the one who collects the most business cards wins.
If any of the above descriptions resonate, consider reframing your thinking on trade shows. Instead of masses, think of meaningfulness. Instead of cursory conversations, think of one-to-one connections. Instead of features and functionality, think of solutions and generosity.
The ability to provide apropos solutions in a generous and authentic way is one of the best things you can do to further any relationship and build trust. With a trade show, you have the opportunity to do that on a wide scale with a wide range of “currencies,” all located in one place. Let me suggest just two things that can make any trade show a valuable experience and time well spent.
Item #1 — Look for meaningful ways to be generous with your most important relationships. Think about your top relationships and what they need. Consider these needs solely from their perspective and definitely not just in the context of what you offer. In the broadest sense, what you can do to make their life easier and better?
With this frame of mind, consider the exhibitors, presentations, people and connection opportunities that will be present at a trade show. This entire set of resources are valuable currencies, all available at one time and under one roof. Who or what is there that fulfills the meaningful need you have identified for each relationship?
The CT Business Expo workshop schedule is a perfect example of currencies that can provide meaningful solutions. There are tracks of learning for sales, marketing, social media, technology, entrepreneurship/management and email marketing. Under each track is a wide array of topics; in total, 30 workshops in one day under one roof.
So consider the possibilities:
A relationship of yours is considering a new product — there’s a workshop on that.
A relationship is considering refinancing — there’s a workshop on that.
Another relationship is tackling the complicated world of social media and how best to use them — there are five workshops on that.
Build a list of connections to make between your relationships and the currencies available at the show. Then take the most important step — proactively connect your relationship with the currency. Invite them to a workshop. Join them at a presentation. Connect them with someone via email before the trade show, suggesting a personal connection at the show.
Item # 2 — Optimize your time with personal connections. Attending a trade show is not about walking the floor. There is some value in that kind of random activity because you will probably meet new people and people you have not seen in awhile. However, the more important and valuable use of your time is to pre-set appointments with the people you want to connect to.
If you know a number of your relationships are going to be at a show, you should arrange times to meet one-on-one. It could be five minutes over coffee, or 30 minutes while you introduce your contact to an exhibitor you know who has a meaningful solution for them.
Trade shows are frequently industry events. Identify industry influencers you would like to meet and find a way to get a warm introduction to them (hint — a LinkedIn search to see how you are connected to them).
Trade shows can be very personal and are a good venue for effectively advancing relationships. Remember currencies and connections — the two most valuable aspects of a trade show when it comes to generosity, offering solutions and building trust.
And for those interested in connecting, I’ll see you at the CT Business Expo.
Author Ken Cook is founder and managing director of Peer to Peer Advisors and developer of the Rainmakers System. Reach him through the website at www.peertopeeradvisors.com.
