The Biggest Trade Secret of

Successful Businesswomen

Attending Trade Shows Is Great for Your Career!

By JoAnn  R. Hines

h, no, not another trade show to attend." Stop right there. If you’re interested in building a successful career, you should be saying, "Great, another trade-show opportunity!"

            Whether you are a trade-show rookie or a seasoned veteran, the cold, hard truth is that preparing for a trade show (if you do it properly) is hard work. However, the benefits you reap make it well worth the effort. So, order your business cards (lots of them), prepare your “elevator pitch”—a quick, compelling summary of who you are and what you and your company do (more on how to write one later), and get ready to improve your career.

            The most important asset in your career is you. As such, you need to continually ensure that this asset increases in value. One of the best ways to improve your worth is through increased knowledge. Trade shows are a showcase of knowledge; everywhere you look, there are opportunities to learn about the latest developments and meet the movers and shakers in your field. They’re also a great place to showcase yourself. The three best ways to take advantage of these opportunities are:

            Working the floor, seeing who and what is on exhibit. No matter what your industry, you’ll come away from the show with a full understanding of who does what in manufacturing or service and what the latest trends and developments are.

            Signing up for the seminars. Most shows have a conference track, featuring leading industry speakers. Be sure to include one or more conference programs in your agenda. Make a point to introduce yourself to the speaker and ask for a business card.

           Networking. Knowledge gained from meeting colleagues and coworkers away from an office setting is invaluable. This is not only a great way to catch up with who’s doing what, but it also offers the chance to network in a more informal atmosphere. And, at national shows, you’ll meet people you might not get a chance to meet anywhere else.

            Another key to increasing the value of your most important asset—you—is improving your visibility, and by attending trade shows you do just that. No one can know about you if you don’t put yourself in the spotlight. But you must be prepared to shine. Prepare your elevator pitch and plan your campaign well in advance of attending the show, so that you can take advantage of the huge opportunity that awaits. Ask yourself: Whom do you want to see? Who do you want to see you? (There is a difference.) Make a list of these people. Try to set up a meeting with them in advance. Don’t lock yourself into a rigid schedule. Trade shows tend to operate in a rather informal manner. If you are working in your company booth, send out invitations or e-mails to your colleagues, announcing when you will be there and asking them to meet you.

TIP: Always carry business cards and company literature with you when you are walking the aisles of the show. You never know whom you might bump into.

TIP: When attending the seminars, go to the room early and stay late. Make a point of meeting the presenter and engaging in a few moments of conversation. Ask if you might follow up after the show.

TIP: Big shots usually show up at the show on the first business day, unless they are scheduled as a speaker at the end of the week.

The Fast Talker’s Guide

to Preparing an Effective ‘Elevator Pitch’

            Quick! You have one minute to capture someone's attention; one minute to sell yourself and get her to listen; one minute before he stops listening and moves on to the next person; one minute before the elevator door opens and your audience walks away. This is doubly true at a trade show. (The notable exception is if you are a buyer or purchasing agent. Then everyone wants to talk to you.

            In 60 seconds, your introduction must cover what you want your audience to remember about you and your company. In crafting your message, keep in mind that your introduction should be about the person to whom you are speaking. It should not be about you. What does that mean? Frankly, no one really cares if you are the greatest thing since sliced bread. They care about what you can do for them, how you can solve their problem, or how you can ease their pain.

            A good elevator speech conveys the benefits you provide and not the services you offer. Note the difference between “We are an accounting firm that services small business” (services) and “Our accounting firm can save you money”  (benefits). Or, “We provide telecommunications services for the retail industry” (services) and “Our telecommunications service delivers 100 percent reliability” (benefits). Spend time assessing the difference between what you provide and what you deliver. Pick keywords that express your value to your listener. Descriptive phrases help the listener visualize what you have to offer.

            Use powerful words to help you sell yourself and your company. Some examples:  ‘on time,” “reliability” and “money-back guarantee.” Remember, you want the person intrigued enough to ask for your business card. You need to entice him or her to give you a card and ask you to follow up. That way your elevator pitch will take you all the way to the top!

More Trade-Show Secrets:

How to Work the Floor—and Wow the Boss

• Be prepared to work hard and wear comfortable shoes. (Walking shoes are acceptable now.)

• Bring along all the necessary business tools: cards, literature about your own company, and a camera.

• Sign up for or gather as much information as you can. Later you can sort and discard any unnecessary literature you picked up. Get copies of all trade publications and fill out subscription cards.

            TIP: Some companies will not hand out literature, but instead ask for your card so that they can send you details.

• Don't spend a lot of time engaging in long conversations. Introduce yourself. (Give your elevator pitch.) Exchange business cards. Write some notes on the back of your new acquaintance’s card to remind you about the salient points of your conversation and move on.

            TIP: Were you wondering why I asked you to bring a camera?  If you meet someone important or someone your boss expected you to connect with, use it to take a picture of  the two of you together. Everyone loves to have his or her picture taken, and it could be a real door-opener for you.

• Make a point of stopping at the Show Management booth. Introduce yourself and your company. Share your opinion of the show and its programs. Volunteer to be quoted, and have a photo taken of you working the show.

• Keep good notes throughout the show. When you return to your office, write a summary of what you saw and learned. Include copies of business cards and photos. Note any insightful information about competitors or trends that you gained as a result of attending the show. Distribute copies of this summary to those who did not attend the show and to your superior.

• Write a personal press release to distribute to friends, announcing that you attended the trade show and describing what you learned. It’s a good way to reconnect, letting them know what you are doing and that you are "serious" about your line of work. And it may prompt them to share industry-related news or possible job openings with you. If you were a speaker, received an award, or were showcased at the show, write a pre-show press release as well.

• The most important thing you should come away from the show with is contacts! Network, network, network. Capitalize on the opportunities the show presents to improve your career and your visibility.

            ONE FINAL TIP: Above all, have fun!

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JoAnn Hines is an award-winning author and motivational speaker, as well as the founder of Women in Packaging, Inc. (www.womeninpackaging.org ), an international association for professional businesswomen Her articles and speeches cover such topics as breaking the glass ceiling, coping in a male-dominated industry, packaging yourself for success and the power of networking for business professionals. Her newest book "Quid-Pro-Quo for Women" will be available later this year. You may contact her at PackWM@aol.com.

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