10 Tips to Expo Like A Pro

By Kevin Tweddle

When searching for new vendors or even managing your existing vendor relationships, nothing in the digital realm can quite compare to the personal connections that are forged at trade shows and exhibitor halls via tried and true, face-to-face interaction. I’ve personally attended and exhibited at more than 200 conferences in my 30+ year career and can attest that some of my strongest and most successful business relationships began with a handshake.

As the 2019 trade show season kicks off (don’t miss ICBA LIVE® in Nashville, Tenn. March 18-22), here are a few trade show tips and takeaways to help you “expo like a pro”.

#1: Talk to Your Team Ahead of Time—Sometimes staff won’t discuss their pain points unless they are asked directly. Quiz them to find out how satisfied they are with your current vendors. What is working well? What could be improved? Are there other challenges or opportunities that could be addressed by introducing new technology, products or services into the mix? Make note of vendor contact dates so you can prioritize which areas to address first.

#2: Hit the Web—Most trade shows will have an online vendor directory that features exhibitors. Visit the websites of the vendors you’d most like to meet with while at the trade show. This should help you compile a list of questions to ask when you meet in person. Strike out vendors on your list that don’t make the cut.

#3: Pretend You’re a Shark Tank Host—Armed with your list of questions you now can come up with a solid game plan for your vendor meetings. 

For your existing vendors:

• Start with the highlights. What about their solution works well? If appropriate, offer to serve as a reference. They’ll appreciate the gesture. It also provides further incentive to address any issues that may arise.
• Share your current challenges and what you think they could do to address them.
• Ask if there are product features or resources that you are not taking advantage of and if any have recently been introduced.

For your prospective vendors:

• Ask about their implementation timeline.
• Inquire about their plans or ask for their product road map.
• Find out what differentiates their solution in the marketplace.
• Ask for contact information of subject-matter experts within the company.

#4: Create a Scorecard—Create a vendor selection matrix that you can use to compare vendors and a system for managing business cards, references, brochures and handouts, and notes for when you are on site.

#5: Plot Your Course—A few days before the convention review a map of the show floor (available online or sometimes via an app) and locate the vendors that you wish to speak with. Plot your course and pack comfortable shoes.

#6: Set Up Meetings in Advance—If there is a vendor that you particularly want to see, contact them prior to the conference and schedule a one-on-one to ensure that you have ample time to learn about them and discuss your needs.

#7: Don’t Stick to A Rigid Schedule—Build in some down time for networking and fun. The whole point of a trade show is to learn about new ideas and solutions that can help your business and its bottom line. Talk to other community bankers and learn about their challenges and successes. And, don't shy away from sales people! Sure, they are motivated to make a sale, but they also sell to your competitors and have a bird's-eye view of what is happening across the industry. 

#8: Brief Your Team—You’ll be tempted to dive back into work after being out of the bank for a few days but sharing what you’ve learned with your team will increase your conference return on investment. Distribute your notes as appropriate or better yet, host a meeting where you present your findings and use them as a springboard to brainstorm for new ideas.  

#9: Don’t Ghost—When you receive a follow-up call from a vendor be honest about where things stand. If you’re no longer interested or you’re just not ready, let the vendor know. Ghosting, or not returning a call or email, may initially seem like the path of least resistance but a five-minute conversation will get you off the vendor’s hot-prospect list and ultimately save everyone time.

#10: Register for ICBA LIVE® before Jan. 25 and save $300 off your registration fee—With ICBA LIVE—the biggest expo for community bankers in the world—just around the corner, now is the time to start working on your plan of action.

If you are a fellow veteran of the trade show circuit, please tweet your most effective tradeshow hacks to @ICBA and make sure to include the hashtag #ICBALIVE.

I look forward to seeing you at ICBA LIVE!

Kevin Tweddle is ICBA Services Network’s chief operating officer.