To go or not to go - that is the question. Attending tradeshows can be costly ventures for integration companies - but ones that can be equally as rewarding with the proper "mission plan" put in place.

Attending a trade show should be considered a company investment in information gathering and relationship building. Typical reasons integrators attend shows include:

· To meet manufacturers face to face
· To meet Rep Firms face to face
· To attend industry training
· To see the latest industry products
· To gather the latest product literature
· To visit industry colleagues
· To get away from the office

There are many treasures to unearth at such shows, but you must have specific goals in mind to accomplish your mission. Was your visit a success if you simply collected a few brochures, witnessed some demonstrations and shook the hands of your manufacturer or Rep firm? Maybe. Maybe not.

Partnerships and Insights

So what is a tradeshow treasure? What are you looking for that will make your visit and investment worthwhile? We have some suggestions and additional thoughts for you to consider as prepare your departures:

· To meet new potential partners
· To meet new potential employees
· To discuss specific technical insights/ issues
· To discuss/discover latest product applications
· To learn how to sell a particular product
· To learn about competitive products/services
· To discuss how to further develop your business with your Rep firm (Distributor)

Carefully plan each day before attending your next tradeshow. Create a daily agenda with the names of the companies, individuals and product you would like to see. Call in advance to schedule actual meetings with manufacturers and Rep firms. Be sure to have a written outline of the topics you would like to discuss to keep the meetings short and focused.

Plan in advance the types of information you would like to gather - information that will help your business progress. Ask manufacturers, Rep firms and other integrators their approach to actually selling products/services or systems. Each question and discussion should be strategic - helping your company gain additional insights and knowledge about the product and solutions you are proposing.

Tradeshows are great places to solidify partnerships and seek out new opportunities. Keep your daily agenda close at hand, always looking for the next encounter that will help improve your business. Review your new contacts and meeting notes each evening and include any additional notes on products or companies in which you were interested.

The final key to tradeshow success is sharing your newfound treasures with your teams back home. Bring home the latest brochures, software, insights and t-shirts and discuss how the evolving industry trends will affect your business in 2001.

---

Avenida Network is a technology services company providing sales & marketing services to Panja integrators worldwide.

 

Keep up on the news with our weekly Pro AV newsletter!

---

[an error occurred while processing this directive]