This week I made a presentation for the exhibitors at a healthcare convention. The subject was “Building Business Relationships that Last”. The presentation was a value add for the vendors. It was lite, funny and packed with secrets to securing business in a market that I have been very successful in.
I was very disappointed in the turn out. Out of hundreds of sales and marketing people in attendance, I only had a handful of people show for my talk. I don’t get it. Do people not want to invest in their careers? Do they believe they know it all? Do they want to be the ones standing in the booths at trade shows or the ones having drinks with the CEOs?
Continuing Education: As a life-long learner, I never turn down an opportunity to pick up some tips on making my business process easier and more successful. When I am in the presence of people who I know have closed the big sale or have strong relationships with those I don’t. I ask questions. I want to know how they got there. Obviously, they know something I don’t. I promise you…I will find out.
Time Management: I asked a couple of people why they didn’t come to my presentation. Their response was, “I had to finish getting ready for the exhibit hall to open”. OK, I understand that. BUT, why didn’t they manage their time to allow for 45 minutes of insight on how to get more out of the next 2 hours with the potential customers that are coming through the exhibit hall? Either they didn’t spend their time wisely or they don’t care.
Focus: I bring up focus because it continues to be something I have to work on. The main focus when at a trade show should be on building a new relationship with a potential customer. The first step should be who you want that person to be. In my presentation I told the group if they need introductions I will be happy to do so. And I did. A few of the participants acted on my offer. Now they are a step closer to the goal of the show. Secure a new customer. Focusing on a goal of who you want to meet is crucial to being successful. At a trade shows.
Even though I was disappointed in the turn out for my presentation, I will say the convention was very successful for Match Healthcare Consulting. We picked up 2 new clients. Neither of the companies attended my talk. The good thing for me is I get to bill them for something they could have gotten for free.
