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business: getting the most out of trade shows let the show begin!


To get the most from your visit, find out who will be attending by visiting the Exhibitors List page on the show’s website. This information is constantly updated, allowing you to see which companies will be there and also what brands they’ll be showcasing. A floor plan of the event will be available to download, so you can locate the stand of each exhibitor and plan your route before the day.


“Discovering new products and ranges are still core reasons for people attending trade shows along with meeting their existing suppliers,” says Abbas. “The show’s website will detail the exhibitor list and the floor plan will indicate where the stands are. It is crucial to draw up a list of stands to visit as a priority and then this will leave time for discovering new brands and treatments. A company will welcome receiving phone calls from potential new customers before the show and can answer any questions about their brands, which might determine the priority list.”


“Research the companies you wish to see before you get there and have a list of questions ready – that way you will use the time you have with them most effectively and gain a contact that you can converse with later if you have further questions or queries,” suggests Marie-Louise.


Even though a large proportion of visitors will naturally be on the hunt for all things new, use the event as an opportunity to catch up with brands you already work with, find out what’s new with them and if there are any additional promotional opportunities you could be using in your salon. “Call the


main suppliers you deal with before the exhibition,” advises Angela Moulding, Trainer for Carlton Professional. “Find out if they will be there, and if they will be offering anything special during the show. This will help you plan your shopping list, maximise any show discounts or special offers, and limit unnecessary spending.”


Once you’ve drawn up your list of must-see exhibitors, this will no doubt affect how much time you spend at the show. Many trade exhibitions take place over two days; however you may find you can only attend on a singular day, so take this into consideration when deciding on your plan of action and set yourself realistic expectations.


“Allocate your time and prioritise your day accordingly,” advises Marie-Louise. “Exhibitions are busy, and big, so if you only have a day to do it in your time needs to be effective. It is all too easy to just go along and have a browse around but remember, it is costing you time and money to be there and ultimately your reason for being there must be for the benefit of your business so plan and allocate your time to be most effective.


“Ideally I would take the time to stay over and visit the show over two days. The first day will allow you to find your bearings and pick up lots of information, overnight you can have a good look over this information and on the second day you can go back to discuss anything further with the individual companies. Alternatively, you could split the show in two and do half one day and half the next.”


at the show


“When you arrive at the show, double check the list of exhibitors to make sure that who you want to see are still attending and also to see if any other companies are in attendance that you didn’t know about – you may get a nice surprise,” says Marie-Louise.


Also at this point, refer back to your original list of exhibitors you wanted to visit. Marie- Louise suggests then splitting this into two – who you ‘must see’ and who you would ‘like to see’ – in order to help you prioritise your time. “See the ‘must see’ companies first and then make your way through the ‘like to see’ companies after,” she advises. “If you are going to attend the show as a team, you could divide the show into sections i.e. if one of you is more interested in holistic treatments that person could be given that section of the show, if someone is more interested in nails they could be given that section of the show and so on. By doing it this way you will get around the whole show between you and be able to relay information between each other.”


“The first hour of a trade show is often quieter while people file in,” reveals Angela. “If possible, get there early to beat the crowds. You’ll often get better service as traders can focus more of their time on you, and you can look at the things that are important to you in relative calm.”


What other top tips can our experts share to help you get the most from your trade show visit? “If you are planning on making big purchases, such as equipment for your salon, seek out this company first,” suggests Angela. “There is nothing more frustrating than wanting a demo on a piece of equipment, or to want to spend time with someone from that company but not being able to because they are too busy, or the show is about to close.”


“Do your research, find their stand, and make a beeline for them the minute you’re in the door,” Angela continues. “Get all the information you need, ask your questions, and then you’ll have time to explore other options, or have a coffee to mull it over before committing. If left until the last twenty minutes on the final day of the show, you’ll no doubt feel rushed and even disappointed if they have sold out of your chosen item!


By attending a trade show, you will benefit from some fantastic special offers and discounts, available exclusively to you as a beauty professional at the event.


“Book appointments with companies if you can, especially if you have a lot of questions or would like a demo. Most will be happy to set aside time to spend with you if you ask.”


94 GUILD NEWS


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