Beyonce - House of Dereon - Tradeshow
While leaders of successful companies and brands often have very different working styles and personalities, they do have one thing in common:
They involve themselves in every aspect of their company and/or brand.
Good leaders are confident but also keep their egos in check in order to build and maintain harmonious and creative relationships, and they know that they need to understand how their company and brand looks and operates holistically.
At a very successful company I used to work for, which I’ll refer to as Andi James, the owner, Andi, would always go to trade shows with the sales reps. This may have seemed a little annoying to some of the sales reps, but he wasn’t trying to micro-manage or schmooze with buyers. He was genuinely interested in all aspects of his company.
Like superstar Beyonce (who is personally promoting her line at a trade event in the picture at the side), Andi always seemed to realize he was no bigger than the people who supported him.
In contrast, I’ve seen many other designers ship off their sample lines to a trade show in a big UPS box, then wait by the phone to hear the sales rep talk about the great orders they got, or more likely, ramble on about how the show was slow and people just weren’t buying.
The message in all of this is to be involved with your showroom and the entire sales process. Yes, the relationship with your showroom is a partnership; however, an outside showroom is not your company, and they cannot cater to your interests all of the time. You should be involved in all facets of your company to protect and boost your brand’s interests.
So what are your interests?
1. Your Relationships. Going to trade shows will help build personal relationships with buyers – relationships that could possibly outlast your relationship with the showroom. Your presence will show that you care for your company and will give your company a personal edge that will make you stand out. Make it clear to buyers that you appreciate their business.
2. Your Insights. In most organizations, the sales people are the biggest knowledge keepers. People on the front lines have a unique and important perspective. Taking into account non-verbal cues, expressions, and side comments about your designs will give you a better idea in how your brand and designs are seen and how you can change & grow your business in the future. Insert yourself in the mix and get these insights for yourself.
3. Your visibility. The press are a staple at trade events. They want to get good interviews and create interesting stories that can be turned around as quickly as possible. As the owner of your brand and company, you can help build intrigue, give quotes and secure helpful press coverage with your presence. Don’t leave the showroom’s entry level sales assistant or your press kit to do this job for you — your brand won’t get noticed that way. Personally go to the show, and make your story come alive.
Remember, as well, that there is a right way and a wrong way to do everything. You want to be interesting, but you don’t want to be rude or obnoxious. Having a good relationship with your sales partners is of the utmost importance, and that means being courteous and respectful.
Moreover, a little strategy can go a long way. If you don’t have a lot of time, you might want to only attend the larger events, and only stay for a few hours during peak traffic. Talk with your sales manager about the best role for you to play, too. Finding out the context of the event will help you figure out what kind of visibility you should have, and whether you should play the role of silent observer or special guest.
The bottom line, then, is that a successful company and brand requires your personal involvement. Your company is your responsibility – meaning that your involvement can only better shape the direction that it goes towards.
