I will soon be attending a high end home audio trade show, an industry for which I design and build custom cabinetry. My goal is to introduce my woodworking specialty so my business can become internet based, rather than just local. Since I will not have a booth, I plan on introducing myself to manufacturers, dealers, and show antendees. What is the best way to go about this? I would like to have a plan of action, i.e. best method to walk up and introduce myself and promote my business, using ice breakers, etc. Any response is appreciated. Thanks.
allen maddy
signaturewood.net
Replies
Take it for what it is worth. Not what YOU should do.
I use to work ALOT of printing shows all around the world. I was not in sales but service but I saw ALOT of what went on.
I would see folks walk up and give their 'pitch'.. The ones that seemed to get the sales came after the show was over and offered beer or whatever to them sales folks!
Sort of funning but I saw more things sold over a good dinner or a night out Bar Hoppin' (Not that any salesman would do that)
First, I want to say that I like what you show on your site.
If you're referring to CES, get people's attention before the show if you won't have a booth, which is incredibly expensive. I don't know what your capacity is but for a start, ask yourself "What if?".
What if:
I get far more orders than I can handle?
My hardware suppliers let me down?
I have a problem getting the lumber that's usually good enough but no longer is?
What if people want special orders?
I'm not trying to sound negative, but I have been in consumer electronics for about 30 years and used to go to CES when it was still in Chicago. Most dealers make their deals before the show. This doesn't necessarily mean that they won't buy anything else, but many have set their upcoming year's budget already, hopefully with a little "open to buy". While they go to the show to see new things, I wouldn't expect to have a lot of sit-down meetings until after. Expect to talk to a lot of tire-kickers and people who only have about 5 minutes. Expect some people to think that your prices are too high. We all know that solid wood is best but when a pair of speaker stands can be bought at Best Buy, Circuit City or Wal Mart for $29, a lot of people who have a lot of money don't care what they're made of if they don't perceive any benefit from paying more. I and a lot of others will argue to the death that speaker stands need to have some mass but a lot of customers don't care.
If you're not referring to CES, that changes everything.
One thing you may notice about some of the other furniture makers is theirr literature. Make sure the photos are tack-sharp, show details well and are on good paper. I noticed that a few of your photos need to be resized for clarity when expanded- not busting your chops, just making sure they're as clear as possible when looking for detail.
If you are selling through audio/video dealers only, get to know some interior decorators and designers. If you're selling to small shops, find some larger scale integrators. The integrators work on much larger jobs and you may find that you'll make several pieces for one job. Make sure that any mechanism is included, is bulletproof. Anything that loses screws, bolts and nuts or wears out will do a lot of damage to your reputation. If you want to be an e-tailer, find out how much an ad costs in one of the larger magazines like Home Theater, Audio, Absolute Sound or something like that. Talk to one of the better dealers in town and try to get a feature in one of the mags, with your pieces and make sure you are mentioned prominently. If you have to get the dealer the article, tell them that you expect them to return the favor by increasing your profile.
Good luck in expanding your business. Protect your interests as much as possible, too.
FYI- Sanus is selling frames for flat-panel TVs now. If you're not allowing for air flow around the frame, to cool the display, make sure to change that- plasma displays shut down at about 105ºF internal temperature.
Is there a Furniture Mart in KC? That might get your name out there, too.
"I cut this piece four times and it's still too short."
Edited 10/2/2007 6:53 am by highfigh
Excellent advice, thanks for your feedback. The show is the Rocky Mountain Audio Fest in Denver. There will be a lot of "no expense spared" equipment, which is my market since nobody else in their right mind would spend $900 on a set of speaker stands unless they demand they custom match a set of $2500 speakers. I've done a few of these. The concerns you list are things I have considered every time I take my marketing to the next level, and they have yet to be a problem (but I still consider them). I appreciate your comment on the photo's. Mark Spagnuolo is responsible for recommending I put up a website with less than stellar photos. It's a continueing project. I've hardcopied your email, thanks.
allen
"Mark Spagnuolo is responsible for recommending I put up a website with less than stellar photos"The good thing about websites is that they can be updated and changed, so if you have the web and photo software, you or he can resize them. A few of the others are really too big when expanded, too but that can addressed at the same time. Not the worst thing- much better than bad scans that have been resized badly. If someone, or a dealer really wants the system to look amazing, matching a pair of stands, cabinet or frame for a display is a pretty good way to accomplish that and $900 isn't that much in a system like this. Did you mean $25K or $2500 speakers? In a "no expense spared" system, $25K for the speakers would be more like it, especially considering the fact that AudioQuest has 6' interconnects that sell for $7200.00/pr. OTOH, if someone likes a particular speaker, that's their choice and the dealer needs to recognize it and not try to oversell. One of the speaker brands I sell tops out at $90K/pr. That k is not a mistake and I want to find some customers who want that model. I want to find a lot of them.If a pair of speakers are special ordered, I think some companies will sell additional matching wood, if there's enough and depending on what is being made to match. The problem with that is most speakers are veneered and you use solid wood so it's extra hard to match grain, color and finish. Let me know if you run into a guy from Durango named John Baker.
"I cut this piece four times and it's still too short."
Edited 10/2/2007 10:43 am by highfigh
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