Like many of our clients and business partners, we are getting ready for a busy and fun filled week of trade show bliss. We’ve spent lots of hours thinking of the “important things to pack.” Products, literature, logo’ed table cloths, giveaways, business cards, not to mention the personal items like miniature containers of shampoo and shaving cream. We have checked off our check list and think we have everything covered. We expect a few things will be left behind and we’ll scramble or simply do without. As a marketer and customer service professional, I find that people often forget THE most important thing on the list (and it’s not hand sanitizer!).
Before I tell you the secret, it’s helpful to remember why we attend trade shows. We all know the ultimate goal is to gain business. Trade shows are a great way to demonstrate new products to a large targeted audience and talk to other industry professionals. Ah yes, networking! The legendary Dale Carnegie describes how people do business with those whom they like and trust, so building relationships via networking is key to success in business (and life). How to Win Friends and Influence People.
One of the fastest ways to instantly strengthen a relationship is by remembering someone’s name. We’ve all been there. Standing in the booth watching someone approach with a big smile. You know you know him, you SHOULD know his name, but it’s just not coming to you. As he gets closer, you begin to sweat and hope his name tag is readily visible. You squint to make it out, but dang, it’s flipped over. As he gets closer, you quickly run though the alphabet “A, Adam. No. B, Bill. No…” (works great for Al’s and Charlie’s, but not so much for Ted and Walter). OK, plan B – maybe you can get a business card before you have to introduce them to co-workers. If you’re lucky, you pull it off without them realizing you forgot their name. The majority of the time people know you don’t know. It’s awkward, it’s embarrassing. It’s the least fun part about trade shows.
During the days before the show, take some time to review the names of your clients. Look through the stack of business cards on your desk, flip through the online Exhibitor list, or browse through your outlook contacts. As you read the name, visualize the person’s face in your head. It will help you remember. Honestly this is THE most important thing you can do to prepare for the show. People want to be remembered and you’ll feel great and be less stressed when the person’s name pops into your head. So will your client. Should all else fail, simply look people in the eye and come clean with something like, “please remind me of your name again.” If you should know them, don’t awkwardly scan for the name tag; it’s obvious and sends a subconscious message that you forgot about them. Not good for relationship building.
So please consider devoting an hour or two to mentally reviewing the names and faces of people you expect to see at IAPPA and LDI. That time will have a much better ROI than the stress ball bearing the company logo. If you don’t, well, pack a few extra stress balls for you – you might need them!
