Trade Show Opportunities Searching for a new business can be easy if you follow these tips.

If you're looking to start a business, a trade show can be agreat place to gather information--whether you're seeking newcustomers, suppliers or contacts for your business, or you'reshopping for a new business to start. Exhibitor booths are mannedby franchisors, business-opportunity sellers, banks, phonecompanies, Internet service providers, and even the Small BusinessAdministration--all of whom are eager to assist you. Some tradeshows even offer seminars on a variety of business-relatedtopics.

But trade shows can be overwhelming, with dozens of exhibitorsall competing for your attention. In order to get the most out of ashow, you need to know what to expect and how to sort through themany offerings.

"A good show will have a floor plan," says Helen C.Brown of Aston, Pennsylvania, who attends trade shows regularly tomake contacts for her meeting- and event-planning business,Concepts to Reality Inc. "If you have that, you can plan, inadvance, which exhibits you want to hit."

In addition to floor plans, most shows provide booklets withdescriptions of the exhibits, as well as a listing of the times,topics and featured speakers of any seminars or panel discussions,so that attendees can better plan their time.

Walking The Walk

Brown suggests that first-time attendees systematically walkthrough the entire show once, briefly looking at each exhibit. Fromthere, they can choose which exhibits they want to visit again formore detailed information. A seasoned trade-show attendee, Brownsays this is how she approaches most shows. "I hit everyexhibit table," she says. "That means I don't stopand chat. I walk quickly and pick up all the materials."

If an exhibitor tries to pressure her, Brown says she has atight schedule to maintain and that she'll be in touch later."The next booth might have something better. If you commit tothe first one, you'll miss out," she says, adding thatthis is another reason to go through the show quickly once beforetalking to exhibitors.

During her second pass through, Brown stops to talk, asksquestions, and gathers additional information only from thosebooths which she believes have the potential to provide herbusiness with customers, equipment, vendors or other valuableproducts and services.

James Washington of New York City advises a similar strategy.Wishing to launch his own small business, he attended both days ofEntrepreneur Magazine's Small Business Expo, held inAtlanta in May of 1996, spending the first day looking at eachexhibit and gathering information. He returned the second day for amore in-depth look at a select number of exhibits.

"Look at everybody the first time around. When you goaround again, start thinking in terms of what's at eachparticular exhibit versus what you want to do for the rest of yourlife. I didn't stop at any booth if I didn't want to dothat kind of work for the rest of my life," says Washington, acity health department worker planning to buy into UniversalLiquidators, a business opportunity he learned about at theshow.

Talking The Talk

Chief on Washington's list of questions for franchisors andbusiness-opportunity sellers was how much money would be requiredfor the initial investment. If the figure was too high, he knew notto bother investigating further. If the figure was within hisreach, he proceeded, asking questions about the potentialfranchisor's or business-opportunity seller's involvementin his work.

"The most important thing is how much support you'regoing to get," says Washington. He asked how much training andwhat kinds of advertising would be provided, and how often and inwhat way his franchise or business opportunity would be reviewed bythe parent company.

If you'll be selling a product, be sure to ask if samplesand raw materials are included with the initial investment, Brownadvises. If not, you'll need to find out how much these willcost. Even if raw materials are included, you'll need to knowhow much it will cost to replenish your supplies later. It is alsoimportant to know if the franchisor or business-opportunity sellerwill help you find a location for your business. Ask forreferences, too, and take along a notebook to jot down key pointsso you won't forget later.

What it all boils down to, Brown says, is: "Exactly what doI get for my initial investment?" and "How much does itreally cost to get everything I need to get started?"

It is advisable to do your homework before signing up.Regardless of what a franchisor or a business-opportunity sellertells you, Brown and Washington recommend checking references andcontacting the Better Business Bureau in the state where aparticular company's headquarters are located. You can alsocheck with the Federal Trade Commission online (http://www.ftc.gov), or by calling (800)554-5706. If a company has had a history of customer complaints,for instance, you can either eliminate it from consideration,Washington says, or ask more pointed questions later. You also needto allow yourself time to consult with your spouse or other familymembers who may be affected, he adds.

If you feel hesitant about asking questions, remember what'sat stake: If you avoid asking a question now, you might be sorrylater. "When you're buying a product, you want to know theproduct is good," says Washington, adding that you won'tbe happy with any business that doesn't meet yourexpectations.

A shy attendee can lead into specific questions by askingsomething general about an exhibit, Brown says. Exhibitors arehappy to talk. "They're hungry for you to askquestions," she says. "They want to grab your attention.They love for you to ask questions."

If you don't want to wait in line at a crowded booth, youcan leave a business card. Most exhibitors encourage attendees todrop off their cards by leaving a box or bowl out for cards, andmany even hold drawings, offering prizes ranging from food basketsto computer systems.

Because exhibitors pay a lot of money to participate in a tradeshow, they want to get the most for their money. That means thatthey will take the time to contact you later. By waiting for themto contact you after the show, you'll be able to ask questionswithout feeling rushed or on the spot.

Home From The Hunt

Once Brown gets home, she has fun sorting through the bags ofitems gathered at the show. She starts with the freebies--such aspens, hats or mugs--given out by exhibitors. "I start with thegoodies and give them all away," she laughs. "Then I sortthrough the information."

Brown immediately discards any information not of interest toher. Then, she makes notes and sorts the remaining informationpackets according to what they can offer her. She then writesletters, makes follow-up calls, and sets up meetings withorganizations.

To find out about trade shows, contact your local chamber ofcommerce or professional business organizations. They can usuallytell you what's coming before the shows are announced in thepaper. "By the time you see it in the newspaper," Brownsays, "you might already have something planned for thatday."

If you take the risks necessary to go into business foryourself, you want to do so armed with knowledge. A trade show is agreat place to find that knowledge, as well as the right contactsto keep your business running for years.

Contact Source

Concepts to Reality Inc., 615 Ruth Ave., Aston, PA19014-3338, (610) 494-5757.