A few weeks ago, when it became apparent many retailers were scaling back on big market trips to opt for shows closer to home, I suspected Chicago might be one of the winners. Sure enough, instincts were correct.
There were buyers in the aisles, ready to do business, with positive attitudes and determination to survive the frustrations of 2009 (sound familiar? much like what I saw in Atlanta). Those who I spoke with had a plan…a budget…and an appreciation for vendors who wanted to work with them.
Thankfully, the vendors I spoke to echoed that appreciation for buyers who attended. Everyone recognized the head count was down, but were just as quick to note the missing bodies represented the “lookie loos” and less viable buyers. The quantity may have gone down, but the quality of buyers was most definitely up.
Which brings me to a pet peeve that began gnawing at me in Atlanta, then switched to full blown frustration in Chicago. What’s up with vendors in temp booths that think sitting back in a corner looking bored is a good way to entice business? Too many times, I witnessed someone parked on a stool with a scowl on their face…sitting in the middle of their booth wolfing down some garlic laden pasta dish…or completely out of their booth, chit chatting with someone else three booths down the aisle. One booth I visited served as the gathering spot for not two, but four different vendors huddled together, complaining about how few orders they were writing.
Huh. Can’t imagine why. And no, they didn’t as much as glance my way as I picked up items from the display in that booth to take a closer look. Not once.
Vendors, if you’re going to cough up the amount of money it takes to do these shows-—and yes, I realize it’s a lot-—you can’t expect that just showing up and sitting back is going to get you business. You need to market the heck out of your upcoming shows to entice buyers to come and to order. You need to appear happy to be there, and welcome buyers who stroll near. You need to present yourselves-—not just your line-—as a pleasant rest stop in a sea of options.
You need to think like a retailer.
The fine folks at MMPI put a lot of effort into making the Chicago shows fun ones to attend. They welcome buyers with a wide selection of perks and comforts that retailers enjoy. The seminars are well attended (mine was standing room only yesterday), events are on target, food is plentiful, and cocktails are available nearly everywhere. Bottom line? They’ve created an uplifting, buyer-centric environment that delivers.
Vendors, you need to do your part too. Those who put in the effort wrote and wrote and wrote at this show. The ones who didn’t…?
Well, at least they got in a good nap.
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I agree with you 100%! At one temp booth where I was interested in the product, two sales people ignored me completely while they chatted. I finally left, frustrated! No order written. The next worse thing was the desperate sales reps who cornered us in showroom where we just ducked in quick to check an item. They insisted on showing us all kinds of products we weren’t remotely interested and wouldn’t let us go!
Great seminar by the way! Your comments at the end about us independents being on front line brought me tears.
Woo Hoo!!……great comments Cinda!! Even though I’m a vendor I walk the temps and check out traffic and who’s doing what. The one that get’s me are the vendors who talk negatively about a customer they had that day while a customer is in their booth (actually happened to me!!). All I can think of is “Oh my, what are they going to say about me when I leave!”
We had a great show in Chicago and I think they did an awesome job on creating the right mood and feeling at the show!
It is definitely a common mistake for retailers to invest in these shows and not deliver – especially now where people are starting to broaden their horizons and look for more experiential gifts. At my company, we make it a point to invest and deliver with our customers!
Editor’s note: Actually, it’s not the retailers missing the boat; I was writing about vendors who put up a booth, but then put no more effort into attracting business.
I am a new vendor/manufacturer with a product line debut this coming show (Jan 2010) and am researching what’s been said about past shows, sales techniques, etc. Came across your post and going in as a temporary showroom-it has given me some good food for thought on the fine balance of attracting buyers.
What does Candace want? First she complains about being ignored then complains about being approached by sale reps. Some people just need to complain
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