An Important Customer at a Trade Show is Invisible
Now that your major industry show is rapidly approaching, your plans are being directed toward the traditional group of prospects that visit your booth every year to see what new things your company has to offer. They are obviously the reason why you bought a booth space in this show initially, which was to be able to see these prospects face to face. But is there a hot prospect creeping around in the shadows, who could be worth millions to you, who you aren’t even aware of; someone you should be aware of?
Everywhere you go, you’ll find inside companies and organizations, individuals who are called “connectors” by Malcolm Gladwell in his book called “The Tipping Point”. Connectors are a inquisitive group who thrive on social interchange, and can’t help wanting to meet everyone they see, and know everything about everyone they get to know. This group of people will exchange a large amount of information daily. Most connectors can’t wait to get into an elevator and begin asking questions of complete strangers; often beginning with very direct questions about what a person does for a living.
They will be the person who always seems to know what everyone is doing and how they’re doing it. This is a group of people that is worth knowing. How come? As a group, they feel good about themselves when they can pass along information to others which is of value; information which actually helps others! They want to help others so will share whatever they know in hopes that it will benefit someone else. Once you’ve made the acquaintance of a connector, a large number of people will soon be aware of who you are, especially if you’re presumed to be knowledgeable and a leader in your chosen vocation. The information that they collect is information that is in demand which is why they become so valuable to others.
You target the message of your Trade Show booth each year toward the usual group of attendees, but by also being aware of potential connectors in your industry and by seeking them out, you now have double or triple the means to spread the word about your company.
People who are connectors in your industry, are not likely to be your competitors, which is why they’ll be more than eager to connect you to others that can spread your story. This person will be someone who doesn’t compete with you and perhaps sells some type of add on product in your industry. When you find this person, they will be easy to talk with and a great listener. They’ll have more stories that you can possibly listen to. At the end of the day a connector has a list of acquaintances that you couldn’t imagine, but he can also assess the possibilities for a new company’s success based on the information that he gleans from all of his industry insiders.
A connector will go out of his way to say nice things about you if he’s been continually impressed with your innovative products and your success over a short period of time; or it could even be his admiration with you just because he likes you. Connectors will even share your success stories as though they were their own. In the process of sharing your success with others,he will share your story so convincingly that everyone he tells the story to, immediately tells someone else. The amazing is, what has all of this advertising hasn’t cost you? Perhaps as little as a couple of beers at the bar telling war stories at the end of a long hard day on the show floor.
As the years pass , the relationship will grow and take on a life of its’ own, and all the while you may not even know why this person keeps promoting your company or you. Because connectors are walking information signs, a variety of people come to them for knowledge and insight. They will ask his opinion on which manufacturers have the best pricing at the present time? What they’re really saying when they ask that question is; “My present supplier has messed up so many orders that I have to begin looking to make a change” Because they trust this guy, they will take his word and bank on it.
In an imperfect world it may not always happen this way, but I’ve seen a connector like the one I just described help someone double their distribution without it costing him a penny. That person was me.
Therefore, when you’re preparing your booth for the next trade show, don’t forget that the biggest prospect may not be standing in your booth during the show at all. He may be an exhibitor just like you, manning the booth a few aisles away, but he has the knack to influence considerably more people that you can simply because of his skill of connecting with other people.
Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.
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