Be “In the Know” at Trade Shows

The glitz, the glamor, and the party atmosphere of industry trade shows is pure excitement.

The energy of the trade show floor is palpable from the pounding beat of the music to the sleek displays and the realization that the platform artists are really talented; these are the events that embody the beauty industry.

It is so easy to get caught up in all the exhilaration of what is going on around you and want to take the whole show home with you. You want to share all the latest and greatest items from this great innovative industry with everyone who did not attend.

We have all been there and seen the women and men barely able to drag three or four bags, usually bigger than they are, who swear they have magic in them – magic their clients won’t be able to resist.

Then the show is over, and you’re left with the magic you thought would make you rich and it doesn’t quite happen the way you thought it would or the way it seemed at the trade show with all the glitz and music. We are left wondering why these products did not grow wings and fly into our client’s hands the way the legendary salespeople on the show floor said they would.

What can you do to make sure this doesn’t happen again? Here’s some ideas:

Before you go to a show, make a plan and stick to it. This is difficult, after all, everything about trade shows are designed to make you go for that impulse purchase. Millions of dollars of research shows what your buying triggers are. So stick to your guns, know your budget and don’t deviate from it.
Take advantage of all the business education you can. Top industry business educators are usually at every show and offer classes. Spend as much time in these classes as possible and look for long term solutions, most business educators have many years in the industry and know how to help your salon or spa be a profitable one.
The respite from all the stimuli around you and the knowledge you can gain to structure, market, and manage your business will help to create profitability long after the buzz from the show floor wears off.
Learn from the best. Observe those platform artists and see what is new and fashion forward; this has to be everyone’s favorite part – the artistry and the talent is always stunning.
By observing the best we can get reconnected to why we chose this industry in the first place. When you get home and the memories are still fresh, begin planning your technical training to co-ordinate training for your salon or spa with what inspired you or your team.
Divide and conquer. If you are attending with anyone else from your business split up and attend classes, make contacts, and compare notes. This way the resources you bring back can be shared and you will feel like the day you spent was maximized by the amount of information you brought back.
If the deal is too good to be true..., well, you know the rest. The only exceptions are sale items on the last day for liquidation. All other supposed show deals that involve fine print should not be signed at a show unless you have time to read and understand it all before you sign on the dotted line. If you don’t have the time…don’t sign the line.

Charlene Abretske is a business advisor with Your Beauty Network and supports salons and spas with growing their businesses through on demand back office tools designed for beauty professionals. For more information call (866)364-4926 or email info@iybn.com.