Review from the Summit: Show & Event Misconceptions / Recommendations

The next section of the Home Improvement Economic Summit focused on shows and events.

Two of our Senior Account Executives are experts when it comes to producing a quality event and avoiding some of the key errors that many companies make.

My son David began by discussing the misconceptions that many company owners and managers have about shows and events. Among these are:

• My promoters are at work
  
• My promoters follow the script
• My promoters are doing the best they can (considering the market we’re in!)

Frequently, the owner/manager is not involved enough in the event and as a result these three misconceptions cause him to accept the "status quo" as the best his company can do.

A more "hands on" approach is necessary to make your event successful and this is what Brian Smith discussed. Among his recommendations were that:

• Don’t use sales reps: They will contaminate the presentation process - use Promoters instead
  
• Don’t allow Promoters to work alone: They need to be managed
  
• Do not allow people to sit in chairs: This is supposed to be a job! Your people need to approach it that way. Sitting in a chair transmits low energy to the prospect
  
• Ensure you calculate fully-loaded costs: They’re a lot more than you might think
• Don’t just market at home improvement shows: There are lots of other great places to be.
• You need the right tools: Pictures, light-weight materials, uniforms, reminders
  
• You need documentation to control the definition of a lead: Unless you’re only working sweepstakes or some customer completed form.
• You have to control the conversation: Otherwise Promoters will say too much or too little.

In the next posting, I will review the presentation of one of the most creative minds in the business who has become a master of holding successful events. You will also have the opportunity to view an excerpt from his recent demonstration at a local show.

Review from the Summit: Shows & Events

The next focus of the Home Improvement Economic Summit was on Homeshows & Events. The panel consisted of three experts and we started off with one of the most creative minds in the industry today.

Joe Talmon is President of Larmco Windows - an Ohio based company. He is a 22 year veteran of the window and home improvement industry. He transformed a small regional wholesale window manufacturer into a respected retailer of high end replacement windows, siding and other products. His passion is quickly uncovered when you hear him speak about one call selling, sales training, and working shows and events.

He began his presentation by discussing the first event that his company held, at the Marion Count Popcorn Festival. Despite getting to the event late, and not getting a prime spot in the show they were able to be successful because they stuck to their strategy, "No-one walks by the booth without being stopped."

The results of the event were very encouraging (and a sign of greater things to come):

In 4 days (Thursday through Sunday) they set nearly 80 leads and sold just under $80,000 the first week after the event. Their overall costs were under $2000.

Two keys that Mr. Talmon learned early on were that:

1. People do not attend the homeshow or event to see what your company has to offer, they are there for their own reasons


2. Their competition was not just the other companies in their category. There may be 200 to 1,000 vendors and every one of them wants the same thing you want - the attention of the people who attend.

Once he had this down pat he was able to develop an effective action plan to succeed:

1. Have the right people working with the right approach


2. Make sure everyone is trained and knows their single purpose


3. Have the presentation scripted


4. Develop an interruption/attraction device


5. Hold a kick off meeting the day before the event


6. Have a practice session each day before the event opens


7. Manage the approach - fun is always a good thing


8. Observe!!!

One of his most recent event demonstrations is quite astounding. Note how the attendees are flocking to his booth in droves. Meanwhile, many of the other company's reps look on with bored and disinterested expressions as people walk past their booths one by one.

For more information on how he accomplished this feel free to contact Mr. Talmon at jtalmon@larmco.com or visit his website.