90% of Life Success is ... just a matter of showing up

		“The secret of success is sincerity. Once you can fake that you've got it made.” - Jean Giraudoux Shipping to the Advance Warehouse can sometimes cost a few dollars more in drayage fees– but the benefits far outreach shipping direct to the show.By shipping to the advance warehouse you are guaranteed to have your materials in your booth space first thing in the morning on your scheduled target date. Additionally you will receive a confirmation of receipt from the show contractor including the date shipment was received, the number of pieces and the actual weight. Taking freight direct is usually very costly – because you must check into the marshalling yard and sit in your truck until you are directed to the convention center. Thus, you are paying a truck driver to sit for what is typically a few hours while waiting for the call – then he must be off-loaded at the convention site.         Many small-company CEOs are attending trade shows -- to raise their own profile and their company’s prominence. As CEOs spend more money exhibiting at trade shows, they are also attending – and not just for a few hours. It seems CEOs are being forced to play their part at levels not previously seen to attract new customers and to keep existing ones happy as well. Clients come to a show not just to look around but to conduct business face-to-face, and they expect to see the high level management at the show.         Trade shows also provide CEOs a great chance to check out the competition and evaluate the state of business in general. CEOs have a twofold role at trade shows as they try to get closer to both the customers and their market. They must collect industry trends, make contacts, and measure the marketplace. Trade shows also give a CEO a unique opportunity to reach customers they might lose to the bigger players. Trade shows level the playing field -- small or big company – there is equal access at a trade show. For the even more forward-looking CEOs trade shows present a chance to scout the market for potential acquisitions and partnerships. The increased interest from CEOs in trade shows is part of what experts say is a general trend among small businesses to move trade show participation upward in their marketing budgets. Sending out a sales force is very costly – one good trade show experience and your sales people will be making warm calls instead of cold calls – far more profitable		It is the age of the Internet and trade shows seem like an old-fashioned relic.Why would you march to some far-off city with staff and products and spend two or three days on your feet in a noisy convention hall, jovial, schmoozing, and selling until you’re ready to crash? Why should you bother with a trade show at all? For most small businesses the answer is clear: Because you have to      The trade show is still the most incredible marketing opportunity within your businessEverything happens within 2-3 days - meeting prospective customers, getting feedback on your product or service, and even closing sales. The trade show allows you to develop a relationship with your customers, putting a face with the name so to speak.Then you can return to the email, voice mail world in which today's business is conducted.      Taking your show on the road gives you entrée to a captive audience that’s prepared to buy.Despite the outlay of time and money, a trade show is still a very economical way to build your business. While a small business can spend thousands of dollars for travel and exhibition costs, it’s the quickest way to see the same clients as your industry giants and get real time feedback on your products. The challenges are many -- choosing the right show, encouraging clients and prospects to attend, setting realistic sales goals and following up on your leads. When done correctly, a company can squeeze 6-12 months worth of business into three days. However, many companies do it wrong. Wishing that the right people come down the aisle, that those same right people are awe-struck at your booth presentation, and that they choose to buy just will not make it happen.If that happens – immediately go buy a lottery ticket – you will win that too!      It is said that 90% of life success is just a matter of showing up – and thus the trade show industry keeps rolling along.And think again about skipping all together. Nasty rumors are propagated when you are not there to defend yourself.Just choose your show presence wisely – you don’t have to be at every show – just decide on the meaningful show for your company. Your window of opportunity is quite narrow at a trade show. Every visitor is inundated with dialogue, things to see, and blaring sounds. Your opening question can encourage a connection and maybe a new customer, or your questions may end it before it begins. Your pre-planned opening questions will help you build those relationships and your business. An opening question (after hello) is most effective if you can get them to talk about themselves Giving your visitor an opportunity to tell you more about themselves will reveal lots of useful information. Here are a couple of openers - so tell me more about your business, what kind of business are you in, what does your company do?