Trade shows are an opportunity to give your new company or established company a presence and an up-to-date connection to your industry. And of course, it is a place to get lots of orders. Admittedly, trade shows can be expensive. Al Silver just went off to a week-long trade show in Las Vegas, Nevada. The city was beautiful, and he and his employee had a great time there. He got lots of orders for his upscale ladies’ sweater company as well. What was the downside? It cost $10,000 just to rent the booth plus almost as much in hotel and other expenses. This means Al has to make a lot of sales to make back his investment. He figures that if he has a 40-percent markup and makes $100,000 in sales at the show and over the next month of following up contacts, then he can make $40,000. That does make up for the nearly $20,000 in expense, plus he is making future clients as well.

     Getting new accounts going at trade shows doesn’t mean you can stop going to more trade shows. Your presence is what tells your industry that you are alive and kicking. You can introduce your new product line, your seasonal lines and find out what is happening. Is everyone else selling the same style, or does your line stand out? Are other merchants selling designs that you would like to copy, with your own distinct changes?

     When you or your company’s representative make a cold call, you are going to get some warm reactions from people who saw you at the show in Miami, New York or Las Vegas. They know what your product looks like and that you are for real. They are ready to order. Other trade show tactics include giving trade show discounts or free shipping for orders over a minimum size, and also special discounts for new accounts. If yours is a new business, both of these categories may be synonymous. Small teaser orders can be done without pre-payment or without a credit check. For luxury items like ladies’ cashmere sweaters that wholesale for $50 each, that can be orders of ½ dozen or less.

     Don’t be afraid to relax and schmooze at a trade show. Most of these people go to numerous shows, so it’s the personal touch that is important. Make sure you have enough company representatives there to handle the traffic, and to allow breaks at times. The best thing is to have samples of your new line available at least to be seen and touched. Photographs and website shows on laptops may not be an adequate substitute, but they are the other alternatives.

     There is also a lot that you can do before the trade show to prepare. You can send out press releases and call up trade publications about what you are planning to exhibit. Include any promotions or giveaways that you are planning. It’s OK to send your line out with an independent representative, but make it a point to attend a few shows a year yourself as well. In today’s globalized economy, be prepared to deal with foreign distributors and orders.

     When at a trade show, don’t lose key floor time talking too much. There will be buyers from large firms and chain stores looking for something to buy. Put your best displays of product out front and get ready to sign them up. Later in the day, you may want to schedule meetings with representatives of key accounts that you already have, if that is applicable to you. Convention meetings can be unpredictable since so much is going on. They could be long, short or not happen at all. Meetings are not always about new sales. Old territory, disputes and the way business has gone previously can always be the topic. Obtain and study attendance lists to get a chance to meet everyone that you can. Get lots of business cards and give yours out. It pays to make contact with people that you’ve actually met. It’s also a good idea to have postcards made up for your business and circulate these, instead of heavy brochures.