b'BUSINESS STRATEGYContinued from page 36and other individuals I meet? says LoCascio. List the products and services Trade shows provide the chance to communicateyou are looking for and draw up a plan to visit the with the entire industry under one roof, says Peterbooths of the relevant exhibitors. Avoid walking the LoCascio,aSalem,Oregon-basedconsultantaisles aimlessly.(tradeshowconsultants.com).EachattendeeReachingspecificgoalswillrequireeffective should assume accountability for the time spentnetworking skills. If people dont know how to away from the workplace and for travel and hotelnetwork, they will not know how to obtain valuable expenses. There needs to be a personal commitmentinformation, says Heiman. Teach your staff how to to spending the money well by following through onstart productive conversations with strangers and new contacts. how to keep people talking. Make sure they can Some organizations are cutting back on expenses byanswer the question What do you do?sending fewer people to each show, notes LoCascio.Networking goals can also be specific. You might That makes it more important than ever for eachrequire your staff to find 10 new people with whom person to get the most out of attendance. they can develop continuing relationships. They Every attendee needs to exercise the best techniquescan do this by attending various networking events, for maximizing their time. Maybe that means collectingand by splitting up to sit with different people at business cards, having their badges scanned tolunch, dinner, and cocktail hour. The idea is to receive product literature, scanning QRC codes inlearn about the industry trends that will be affecting booths, or taking smart phone photos of new andyour company and your customers, says Heiman.interesting products (but check the show rules toBonus tip: If you are going to the show as a group, make sure photography is allowed.) get more done by splitting up and pursuing individual Six to eight weeks in advance of the show, bringgoals. Dont walk the show in a pack.your people together to make your expectationsTip #3: Debrief coworkersknown, says Heiman. Tell them how you expectWhen the shows over, have attendees share what them to dress and to conduct themselves. Whatthey have learned with their coworkers. What were kind of notes should they take and what reportstheir impressions of the show? What did they learn will they be making? Suggest that they considerfrom exhibitors about new products? From seminar recording sessions and taking photos of the visualsspeakers and colleagues about critical trends in that speakers put on the screen, and that they pickthe industry? up any interesting handouts that would help their team learn. Setadateandtimeforafollow-upmeeting Bonus tip: Have experienced attendees brief novicesbefore you go to the show, to make sure the job on the best techniques for getting the most from agets done, says Meridith Elliott Powell, sales trade show. and leadership strategist based in Asheville, NC. (meridithelliottpowell.com). Decide in advance how Tip #2: Set specific goalsthe meeting will be structured and how you will General goals are important. But translate them intodebrief. Its important to tell not only what happened, specific actions. Define your game plan in detail andbut also to share your leads. Whom did you talk to? be able to answer the key question: What do youWhat did you discuss? What will the next steps be? intend to achieve? What topics were of interest to you?Develop specific answers in advance to criticalWhen talking about vendors and their offerings, questions, says Nancy Drapeau, Vice President ofsays Powell, its important to go beyond a list of new Research, Center for Exhibition Industry Researchgoods and services, and explain how purchases (ceir.org). How many booths will you visit, and whichwill integrate into your current structure. What will ones? Are there specific educational seminars youit take to earn back your investment?will attend? And how about networking events? HowEncourage attendees to present their findings in will you track your activities? a way that engages their colleagues. That means Plan your time in concrete terms. Get an advancemore than just standing and reading their notes. copy of the exhibitor list from the show sponsors,One approach is to present findings in the form of Continued on page 38www.mrca.orgMidwest Roofer 37'