Ever Whant to be The Boss?
The Really Big Boss?
The Icon of Your Industry?
It is not just fantasy. You can do it. But you MUST do it right.
It's easy. Every time you participate at a trade show, every time you do the meet-and-greet in the booth, or walk the aisles, or sit next to people at lunch or an educational session.....you are The Boss.
Why? People remember People. They remember attitudes, behavior, appearance and knowledge before they remember the company name, and those who meet you do associate You with Your Company.
When you immediately associate a CEO with a firm's name, those executives have three things going for them besides Fortune or Forbes PR. They have ....
A GREAT VISION --
They know the company they manage. They can articulate the vision of where and how the company is changing, progressing, and moving forward – very succinctly and with great enthusiasm. You want to get on board right now! You want to do business with them because they are successful in selling you their vision. This is not snake oil salesmanship. This is
true-from-the-heart-and-gut appreciation of their business. You do know people like this and you admire them. You, too, can be one of them.
THEY HAVE GREAT PEOPLE AROUND THEM --
If the call to the White House is for the Best And The Brightest, it is also true for the visionaries of business. They do not have sheep on their staff. They have people who can take over, literally, in a heartbeat. They have slim staffs but four levels down are great managers who understand their niches and have the capability to move up quickly. You, too, can be one of them.
THEY HAVE GREAT PR --
They understand public relations and marketing. They are people who are quotable, not just for fluff pieces but who have substantive messages which impact how people view their business and its place within the top of the industry. You, too, can be one of them.
THEIR MESSAGES ARE NOT ABOUT --
This is what our company did 20 years ago. We are in nano-time for technology and even firms not in high tech must have a forward message.
BEST MESSAGES ARE ABOUT --
How we are improving internally to better serve our clients. Such as -
NICHE R&D FOR NEW PRODUCTS -- SUCH AS -
Use of artificial intelligence to reduce time to production. Partnerships with foreign firms because of advanced R&D. Development of strategic alliances with other industry firms to move forward on a major project.
HOW WE LISTEN TO OUR CUSTOMERS -- SUCH AS -
We have improved our products and services to meet their needs. Upgraded 24/7 call centers, added foreign language customer services, changes of policies to better reflect our clients needs - i.e. reduced minimums, quantities or charges, increased minimums at reduced price, instituted free ground shipping to residential offices, etc.
IMPORTANT NOTE - Sometimes the little things drive the Little But Potentially Big Clients Away. When the Hassle Factor becomes too difficult, the potentially big client drops you completely.
HOW WE SURVIVE ECONOMIC CHANGES -- SUCH AS -
Either locally or globally - and what it has taught us about dealing in a community or around the world.
When you're hiring, you're golden. When you're firing, you're brown. And, if your firm has sucked a lot of money out of a community - little town or big country, via tax credits and employment promises - you're black. It's critical to the viability of your firm to mend fences as you leave town.
POLITICS ARE IMPORTANT -- SUCH AS -
Whether the local PR effort or the unforeseen revolution, the feel for who does what, and what the results can, or will be, is important. Decoding the feelings for business values is critical and there are lots of sources available, from the local US Embassy or economic development partnership, to chats or discussion groups on the web. There IS a source to get the heart of the matter.
WHAT OUR R&D PROPOSES FOR THE FUTURE -- SUCH AS -
The Promise Ratio to the Delivered Ratio = Be honest. You do have a history of experience. Such as - We spent 5% on R&D. Our success ratio for that amount of $$ within two years is 10% on standard products, and 30% on advanced products. Our ROI is 350% per year for the first five years during a worldwide roll out.
REMEMBER - Every time you participate at a trade show, every time you do the meet-and-greet in the booth, or walk the aisles, or sit next to people at lunch or an educational session...you are The Boss.
BECAUSE PEOPLE AT A TRADE SHOW WANT TO CONNECT WITH THE COMPANY - NOT THE
EMPLOYEE. YOU ARE THE COMPANY.
Enjoy your next show !
Julia O'Connor = Speaker, Author, Consultant
Trade Show Training, inc.
PO Box 17155 - Richmond VA 23226 USA
+1 804-355-7800 www.TradeShowTraining.com
julia@TradeShowTraining.com