I just got back from three busy days in Chicago at the ASI Show. I have to admit that I love trade shows. All of the activity with suppliers and distributors along with the entertainment make it like one big party. At my age I don't go to as many parties as I used to and I must admit that I arrive later and leave earlier.
Another important point for me to make here is that I am not a commission salesperson. I am in a management role with my company so I get my pay whether I am sitting in the office, at a show or on an airplane traveling.
What about commission reps? For our company we have an online calendar where we post all of the industry shows...PPAI, ASI, Regionals, Traveling showcases, etc. Quite frankly there are too many to remember now! The list fills up the calendar almost every month of the year.
My question is who goes to all of these shows? This question is quickly followed by should they go to all of these shows? Again let me state emphatically that I love shows. I truly believe that they have a place in the industry and if nothing else it allows me a reason to get out of the office and mix and mingle with others in the industry but there comes a point where we need to stop and say where will it end?
I gave up a long time ago believing that we could tell salespeople what shows they should attend and what shows that they could not. We do not do that! I am also reminded of an exchange with a supplier friend of mine about five years ago about this very subject.
I asked him how they could afford to exhibit at every single show that was being held. Of course I know that somehow the cost of attending all those shows gets rolled into the cost of the goods that we buy and sell to our clients. He asked me why all our reps keep attending them. I said because all the suppliers are there to which he quickly shot back "that's because all your salespeople are there".
I think that you get the picture. If we did not immediately recognize the absurdity of our discussion we would still be going back and forth. Who knows where this will all go.
In Chicago there were some suppliers who were not there but most of the biggies were there. Some of the booths were a little bit smaller and the number of staff manning the booth seemed to be reduced. These are all good things in my mind! Some of the booths at the shows seem to be larger than the town I live in and I cringe to think what it costs to move these displays from show to show.
From my perspective I think salespeople need to determine whether or not they attend the show on their return on investment. Most industry reps are straight commission so this means that a day away from selling (I know they still have the blackberry to stay in touch) means no commission dollars coming in. If their are travel expenses such as hotel, meals and gas this means costs are up. What do they get from the show?
Do they really work it?
Do they have a plan?
Have they examined their ROI on any given show?
I am still unsure who will blink first meaning will salespeople really cut back on their attendance or will suppliers cut back on their shows. I think given the soft economy both should be happening as we speak. Time will tell!
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