Show Time Mar 1, 2008 12:00 PM
, by Leila T. Griffith
JobZone
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If it's your job to select and develop products for catalogs, Websites, or stores, you know that trade shows are a way of life. You might even say that shows are an occupational hazard, as they can be overwhelming, daunting, and totally exhausting.
But seasoned merchants know how to get through a show efficiently and productively. The following dos and don'ts can help put you on the path to profitable product selection.
DO register before the show.
As with other professional activities, advance preparation can take some of the time and guess work out of the entire process. All respectable trade shows today have online registration; in fact, buyers are often penalized for on-site registration. If you register in advance, you typically just have to show a picture ID at the show, as the pertinent company information is already in the system, and the badge is printed out immediately. The wait to sign in at a show can rob precious time from an already tight schedule.
DON'T show up unprepared.
Before attending any trade show, make sure you do your homework. You obviously need to know the target customer you're buying for, as well as product and category history and performance. Ranking reports (top sellers and worst sellers by sales and units) and marked-up catalogs are helpful to have on hand. Which categories need to be expanded or contracted or eliminated altogether, and which items should be spun off? Have items fallen out of the current book, are there holes that need to be filled?
DO bring a sample of your catalog.
It's always a good idea to have some visual representation of your catalog or Website to show you're with a legitimate company. Suppliers will ask for information from new buyers, as they may have concerns about the quality or target audience of the catalog, or a potential conflict with existing accounts. But you don't have to load yourself down with catalogs or photographs — two or three issues is fine. Vendors can always go to your Websites or call the 800-number to order catalogs if they want more.
DON'T forget to collect vendor information.
The more information you can garner from manufacturers and vendors up front, the easier your job will be when you start putting campaigns together. It's a good idea to pass out merchandise information sheets — forms asking for backup on the individual products — to potential suppliers. These should cover vendor contact details; brief descriptions of items, price, availability, and lead times; FOB point; and country of origin. Vendors complete and sign the forms, which helps avoid any discrepancies down the road.
On the flip side, you should provide any beneficial information about your company to the vendors at the show. This includes mission statements, credit information, packaging, shipping and testing requirements, purchase order stipulations, and contact data. This can save valuable time if you end up selecting the item.
DO bring your comfortable shoes.
Yes, it sounds like a no-brainer, but having at least two pairs of comfortable walking shoes at market is perhaps the most worthwhile lesson a merchant learns. Alternating the shoes during the days of market helps to eliminate headaches, discomfort, and fatigue.
Along the same lines, you should carry an ergonomic bag or at least a lightweight shoulder tote to contain the myriad papers and catalogs gathered during any given show. After three or four days of walking (and rarely sitting) and lugging five to 10 lbs. of dead weight, comfort is a buyer's best friend.
DON'T make appointments during market.
With few exceptions, trade shows are not conducive to making and keeping appointments. On-site meetings take up time, and you can often meet with or contact the same reps later.
That said, vendor company principals and national sales managers usually attend shows during the first few days. If there are a few key people you want to speak with in person, it's best to pick one day or part of a day and make all appointments then, so that you have the rest of the time at market to methodically walk the floors and meet new vendors.
DO plot your path.
Since the shows cover such a vast space, you should determine up front which product categories are a total waste of time or are low on your list of priorities. You can eliminate these aisles altogether or hold off on them until the end of the show to make sure you've seen everything you really want to.
Once you've figured out the area you want to cover, it's typically best to take a methodical approach. Whether you choose to start from the left or right aisle or North or South or booths 100 to 5,000 or 5,000 to 100 is no matter. What does matter is picking a side and starting from the farthest row and walking every aisle consistently. This will help establish a rhythm and efficiency that you'll appreciate throughout the days.
