An Introverts Guide to Succeeding at Tradeshows
This essay is from a compilation of notes our workshop “Succeeding at Tradshows”. Written in collaboration with store owner Katie Gaertner and merchandising expert Robyn Kessel. We’ll update this version with new examples over time.
Makers invest hundreds and thousands of dollars every year at trade shows. But they leave a lot of money on the table with poor selling skills. Deep down, makers wanna to make, not sell.
Sales requires a different mentality.
We’re not this guy.
We’re this guy
You can’t switch to being a salesman overnight.
That’s not even you.
The idea is to create conditions where you can get more sales by doing LESS selling.
How does that work?
You already have great products so you’re ahead of the pack.
Great products put you at 80%
It’s the next 20% where people who are great at sales can run circles around those who are like this.
Which is me back when I did direct to consumer shows like Renegade Craft Fair.
Afraid to speak to anyone. “You can find more information on my website I would say”.
Which meant, I’m uncomfortable talking to you right now.
Go away.
To stay in touch with my maker side I do one craft fair a year. The IDEO show in December. It’s when I realize how difficult it is to switch around by brain.
So how do introverts win the next 20%?
The next 19% is all about eliminating friction. Removing all the factors that will make the buyers say “NO”.
Only the last 1% requires you to have actual face to face interaction with a buyer. But even that part doesn’t need to be awkward because you can have fun with it.
You’ll see how. Don’t skip to the end because the next part you are about to read is very important.
We’re going to start with the simple stuff. Then move on to the thornier issues to make the most of your trade show experience.
The first step…
Great Timing
When you do a trade show, timing is on your side. Retailers want to hear whatever it is you want to say.
When you miss-time yourself, retailers are like this. (I’m going to use a lot of dogs here because I have a beagle, and they’re so expressive).
This is them when you walk into their store without an appointment. Or send an email when they aren’t receptive to emails.
Then there are key moments when they are more receptive to emails. Like say, three months before Mother’s Day. Or a month before Valentine’s Day. And of course, months before the holidays.
When you reach out to buyers during that time they’re definitely more curious.
Now when you are at a tradeshow, buyers are super eager to hear from you.
They’re like this.
But even when the timing is perfect, most makers don’t make use of this opportunity.
They don’t send an email.
Reach out before the show
Now that you know retailers are eager to hear from you, why aren’t you reaching out? You don’t have to worry about spamming them.
We uncovered the reason. Makers expect the show organizers to bring the crowds. And they will. But how are you going to bring the crowds to YOUR booth.
You need to add outbound strategy to add to inbound traffic.
Reach out to existing stockists first
We all have this natural tendency to seek out new clients. But its your current stockists who will buy more from you. It’s your current stockists who are more open to an upsell.
A new stockist, is a new partnership you have to nurture. You have to work harder to make it work.
Start by reaching out to your existing stockists
All you need to do is write a simple note with these points:
- I’m going to be at so and so tradeshow
- If you’re going to be there would be great to catch up.
- I have these new lines I’m showing.
THEN reach out to *new* stockists
Whether you are doing NY NOW or a regional show like INDIE, you have permission to reach out to stockists. Regardless of what part of the country they’re at.
It signals to stockists that you are serious.
That you have the potential to become a dependable supplier.
Your email will be a gift
And you need to say.
- Love your store because…and here’s how my collection can fit in….
- I’m going to be at so and so tradeshow
- Come visit me if you are planning to attend
If you send these emails to the stockists you’ve had an eye on, you’re already ahead. You can even reach out to local stockists during direct to consumer shows.
Reaching out puts you at 90%
The next part is often overlooked in the stress of trying to build a great booth space. Great booth space is important, but at trade shows, it’s not as important as this next part.
Nailing the basics
Even we were guilty of ignoring the basic stuff. We got a slap on our wrists after doing our first trade show when we forgot to add pricing tags to all our products.
Now when we do a show with SKUE exhibitors at INDIE, we make sure we cover the basics.
We’ve seen veteran makers and reps miss the mark here.
Let’s look at an example
Here’s a pitch email a museum buyer received which had all the elements of a good pitch email.
But it’s missing one thing according to the buyer is this:
Now why would you miss out on the most important piece of information?
It’s the ONE thing that will help a buyer make a decision. The reason is that even veteran reps and makers make this rookie mistake.
Five emails later, you’re not getting a response and now you know why.
So you have to nail the basics. At a tradeshow they are:
- Line sheets
- Business Cards
- Min order display
- Order Forms
Your Linesheet
Line sheets have one job.
For retailers to glance at and tell if the collection would fit into their store.
But 90% line sheets DON’T have any photos.
Here’s a linesheet by Yuzu Soap on created on SKUE. It’s a simple line sheet with no variants. If you design your own linesheet make sure it has all these elements.
A cover page. How to get in touch.
Followed by the the inside page.
Notice
- Total Min Order is at the top of the page
- SKU number
- Wholesale/ MSRP
- All variants
- Min order quantity
And followed by a page with the store policies and terms.
Then your photo, min qty. Size and materials are optional.
Retailers have to know your min order so they can decide if it fits in their budget or if they need to negotiate.
Min orders and show specials tell the buyer why they must commit right now.
Try to display your show specials if you have them.
Here’s the show special from Yuzu soap. And how we display it on the table.
Show specials aren’t super important unless unless you high minimum amounts. They do have a purpose. To get the buyers to commit without you having to do much selling.
Once you have these basics nailed, you’re 95% there.
Then we get to the creative, fun part.
Merchandising.
This is where you display your products in such a way that you create a natural flow for buyers to come in and explore.
Good flow means less standing outside your booth waving a flyer to earn the buyers attention.
Drawing buyers into your space without saying a word
You want to make a visual impact, You want your space to reflect your brand and your point of view. But you want to let the buyers fill in the blanks. Buyers need head space to think about how to merchandise your products at their store.
“You always walk a fine line with merchandising. You want to show your brand. But you also want the buyer to form their own opinion”, says Robyn Kessel who consults brands at NY NOW and Vegas.
We could draw an analogy from staging a home for sale.
Home staging experts will suggest neutral colors, simple props and tasteful furniture. These pieces may not reflect the owner’s personal tastes, but they will sell the home.
Making your home too personal with family photos creates a barrier in their mind of the buyer. Doesn’t matter how cute your three year old looks.
Let the buyers fill in the blanks. Give them space to form their own opinions.
You want them to let them feel out how the products will fit in with their own assortment at their stores.
What the buyers want to see is your story. They want to relay your story to their customers.
So set your products apart with items and props that tell your story.
Photos of locations you get your materials from.
Photos that show the process.
Raw materials you use for your products.
Pull back a little and give the buyers some inspirational cues.
Products displayed with and without packaging.
You should also tag products with:
- The Wholesale Price
- Min order qty
Good merchandising puts you at 99%
You’ve done your outreach. You’ve nailed the basics. You’ve drawn the buyer into your booth.
They’re looking around.
They’re getting a jump on your story.
They’re impressed with how buttoned up you are.
Is this the right time to put on your sales suit?
No.
Still no.
No need to sell.
The last 1% is about conversation
Look Like You’re Ready to Talk
First of all, be attentive
You don’t have to be an overbearing salesperson to be attentive. You have to put down that phone. Or that book.
Jumping out at buyers when they enter your booth is a bad idea. But when buyers see a vendor sitting down or reading on their computer, it’s a huge turn off.
If you’ve been to a trade show, you never see a rep sitting in front of their computer. If they do, they’re not selling very much,” says Katie.
Once the buyer is ready to talk, have your talking points ready.
If you’re you’re already familiar with the buyer’s store, you’re in luck! You have the best talking point. Let them know you’ve been to their store (if you have) and love brand XYZ.
There’s no better way to stroke a buyers ego.
Talk to them about how your products can fit their assortment.
But what if you’ve never been to their store?
What’s your next opening line?
Often, the best sales pitches aren’t statements, they’re questions.
My buddy Marcos Mafia of Mafia Bags has a great question:
Are you familiar with what we do here at Mafia Bags?
There are only two possible answers to this question:
“No, tell me.”
“Yes I have heard a few things.”
Both answers give you permission to start a conversation.
We ask, “What kind of store do you have?”
This draws them into a conversation.
Buyers are tastemakers so they want to know what makes your product unique. And if you are an independent designer, everything about you is unique.
Anything thats interesting to you, is interesting to them.
Now you have permission to talk about yourself.
When do you ever get that opportunity. Every sales book tells you to listen. But we’re saying, no. They want to hear about YOU.
Isn’t that fun?
You’re not selling. You’re having a conversation about your passion.
So once you get the buyer excited by your passion, they might start moving towards a closing the sale.
Now you’re not selling anymore, you’re either going to be writing an order or negotiating.
If they leave without writing an order, make sure you ask one last question.
Can I have your card?
The card is where they have their real email address.
But what if they’re lingering around, unsure whether to commit.
It’s time to negotiate.
What can you adjust with your collection?
The buyer may not be ready to commit.
Again, ask a question.
What are they are looking to add to their assortment?
Is there anything you can do to adjust?
If they are selling jewelry, it might be easy for you to a different kind. In say, gold to replace whatever you are using right now.
Are you willing to adjust your terms?
Sometimes the buyers will have blown through their “open to buy” budgets.
They may have a similar product at their store and don’t know if they should spend money testing yours.
If they bring up the idea of consignment, it may be a good long term investment.
Use it for leverage.
This is your free trial.
Even free trials last for no more than 30 days.
Do not leave with an open ended consignment deal. Set those terms straight. After 30 days, they have to buy whatever they haven’t sold.
What happens if they ask for net 30?
That means pay you 30 days after you deliver the shipment. It rarely happens.
Most buyers pay with credit card because they get travel points to visit far away trade shows.
If you do get asked this questions, you have to think. Can you float this buyer X number of dollars. Don’t feel pressured. You should feel comfortable saying no.
The best response is “Let’s place an order today, and then we’ll see next time.”
Yet Museum stores and non-profits ask for net 30. They also pay with checks.
One more thing
If you know that you have a well known stockist, that isn’t their competitor, it’s ok to names drop.
It reduces even more friction.
They know you have sales.
They know someone reputable is reordering from you.
They feel safe ordering.
What the hang up?
Let’s do this.
You’re now at 100%
You made a sale but you didn’t have to do much selling because:
- You timed yourself well
- You reached out when the buyer wanted to hear from you
- You nailed all the basics
- You drew them into your booth
- You set up a conversation
- You navigated the trickier questions.
You’re in.
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