This article originally appeared in the March 2022 issue of Security Business magazine. When sharing, don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter.
For many of us, it has been a long time since we got to prowl a trade show floor quite like the one at ISC West. If you are anything like me, you are raring to go; however, after a few years on trade show hiatus, you might be a little rusty.
It is time knock off the rust and get ready to have a great show, so let's resurrect one of my more popular columns for this ISC West show issue: Seven imperatives that every salesperson needs to consider for ISC West (and other major trade shows):
1. Schedule appointments ahead of time. Even if you have the largest booth on the floor and you are giving away hundred-dollar bills, you need to schedule appointments ahead of time. Scheduling appointments creates a perception that you are organized and in-demand. Even if half of your appointments do not show at the scheduled time, you will have half your calendar packed – and most of the no-shows will stop by sometime during the event. Scheduled appointments will empower you to be fully prepared instead of having to tap dance with prospects who just pop in.
This works in the other direction as well – if you are roaming the show floor visiting booths with clients or suppliers, be sure to schedule as many as possible in advance.
2. Begin texting relationships. Salespeople have a significantly better chance of connecting with clients with whom they have a texting relationship than with those who do not; however, the problem is that most sales relationships do not start with texting – how can you get started? All it takes is one text interaction – that’s it. Be sure to use your name on the very first text, so they can save your number if they haven’t already. Once you receive a return text message, you have permission to continue to text them.
There is no better place to start a texting relationship than ISC West: “Can you connect at 4:30?” “Did I just see you at the XYZ bar?” “Wanna join Jennifer, Frank, and me for a drink at 7:00?”
3. Do not eat alone. Get in line at the Grand Lux Café at 7 a.m. and schedule three breakfast meetings before the show opens (be sure to be clear whether it is the Palazzo or the Venetian location). After that, you should have plans for lunch, drinks, dinner, etc. Tip: Check out Bouchon for special breakfast or lunch meetings – it is located on the tenth floor in the Venetian Tower.
4. Schedule debrief time at the end of every day. There is no better opportunity for productive time than immediately following an exhibit day. Schedule 30 minutes before happy hour to debrief your day. Document the thoughts that will be forgotten next week. Why is this such a productive time? Because your counterparts will be spending those 30 minutes looking for a bar that isn’t packed. Let them do their search while you capture your notes.
5. Create a list of 10 people to see that don’t schedule appointments. Not everyone will schedule an appointment in advance; however, you should have a written list of 10 people with whom you would like to meet. When you have downtime, text them or drop by their booth. Without this handy list, you might find yourself blindly running through the week.
6. Schedule a follow-up routine for your return to the office. When you return to the office, dedicate at least one full day to follow-up. Do not assume that follow-up will happen within your normal routine – it will not. Dedicate one full day, and then a routine for the next three months to make subsequent touches.
7. Act like you have been there before. I once listened to a hammered regional sales manager telling a group of us about his Vegas routine – where he went after the parties, where he took a shot on the way to the show every morning to balance his system, etc. People laughed, but it was pathetic, and anyone with authority in making buying decisions probably felt the same way. Have fun; entertain; heck, grab a shot at 8:15 a.m., if you have to – but don’t act like a sophomore at the senior prom.
Chris Peterson is the founder and president of Vector Firm (www.vectorfirm.com), a sales consulting and training company built specifically for the security industry. Use "Security Business" as a coupon code to receive a 10% lifetime discount at www.vectorfirmacademy.com. To request more info about the company, visit www.securityinfowatch.com/12361573.
