Jung Ho Park; unsplash.com
When it comes to tradeshows, a common refrain you hear these days is: "I don’t need to attend, I can find out all I need by going online." There is certainly some truth to this, but finding out about new technology is only one aspect of attending a tradeshow. Business is built on relationships and trust. This begins by shaking hands (with gloves of course!) and looking a person in the eye. Over the years, I have received deposits on custom work for as much as $100,000 and advanced payments that have exceeded $500,000. My customers sent the money because they trusted that I would deliver as promised.
Peter Janis is former CEO of Radial Engineering and owner of consulting firm Exit Plan.
Business is built on relationships and trust. This begins by shaking hands (with gloves of course!) and looking a person in the eye.
I recall building a $25,000 custom snake for a major sound rental company in Ottawa, Ontario, Canada. When they put it to work, they noticed that it crackled and popped when 48V phantom power was activated. How could a piece of wire make noise? Since they could not figure out the problem, we had them ship it back to us in Vancouver. After testing some 5,000 solder points, we could not isolate the problem. This stumped everyone. So we brought in Vancouver’s top audio tech--the guy that built Bryan Adams' famous Warehouse Studio--and he spent days trying to figure out what was causing the noise. He eventually discovered that the plating on the pins inside the multi-pin connectors had a defective nickel plating and that all of them had to be replaced.
The rub here is that the client supplied the connectors because he did not want to go with our recommendation. As far as he was concerned, this was our problem. We purchased the replacement pins and spent days rewiring the snake at our cost and then paid the freight cost to return the snake some 2,500 miles away. We lost money but retained the customer. Call it expensive heartache.
Churches and their specifiers need strong allies
It is common today to find concert-level PA systems and sophisticated lighting fixtures in churches. And when something goes wrong, as it always does at the most inopportune time, you want to know who to call.
If you purchased your equipment through a music store, it is unlikely that the sales person will have the expertise to help you with your problem, and he will likely suggest you contact the manufacturer. This is all good and fine, however, getting to the right contact person in short order may not be all that easy. For instance, some manufacturers are so big that it is practically impossible to speak with a real human. To understand the solution, let’s look at how the sales and distribution channels are laid out.
... some manufacturers are so big that it is practically impossible to speak with a real human. To understand the solution, let’s look at how the sales and distribution channels are laid out.
In the United States, most major manufacturers such as Shure and Harman employ independent sales reps to handle their goods. The U.S. is divided into between 10-15 territories, depending on the sales volumes, number of clients, and so on. The rep appoints dealers or contractors to sell his or her product line and will typically provide basic training for the reseller. Should more advanced training be required, the rep will arrange to have a product specialist visit the client. The rep has the relationship. So, if you have a problem with your sound system, the regional rep is the best person to know since he can connect you directly to someone that can answer questions and hopefully provide a ready solution.
Knowing your local rep is a valuable shortcut to getting things done.
Trang Doan; Pexels
Most European and Asian brands are sold in the U.S. through distributors. This also applies in Canada and Mexico, where the distributor provides local feet on the ground, spare parts, plus local service that is void of border controls and multi-hour time zones. Distributors usually carry a wide array of brands. They often have full-time (not independent) sales reps that travel the territory. In this case, the distributor "owns" the brand and becomes the eyes and ears in their market. Same rules apply. There is little point in calling a manufacturer in Australia, Germany, or England. You need to contact the distributor. Knowing your local rep is a valuable shortcut to getting things done.
For the rep, there is a huge benefit in building a relationship with you. First, once a relationship has been established, you will likely call the rep to ask about a solution for a problem and because she has built your trust, you will buy her recommended product. The rep will then send you to buy the product from one of her supporting resellers. This will strengthen her relationship with the contractor or dealer, which means that when the rep has a new widget or brand to introduce to the market, she will likely enjoy support in return. There’s more: When you provide valuable feedback to a rep, a good rep will in-turn provide this same feedback to the manufacturer. It demonstrates that the rep is active in his market and cares about the brand. This builds a greater degree of trust between the rep and the manufacturer and goes a long way to secure the rep’s tenure as a long-term partner.
When you provide valuable feedback to a rep, a good rep will in-turn provide this same feedback to the manufacturer. It demonstrates that the rep is active in his market and cares about the brand.
In-person matters
Walk the NAMM show or InfoCom--the sights and sounds are mind-blowing. There are more brands and variations of products than you can imagine. It makes you wonder who buys all of this stuff? In other words, there are not enough sales channels to funnel the vast selection. What happens? Big brands, although not necessarily better, that have proven sell-through enjoy the rep’s attention (most of their time in the day) and ultimately pay the rep’s salary. The B and C brands hop on for the ride. Sometimes, B or C brands make it through the noise, but more often than not, major brands win the day because they have a history, brand trust, and are a good long-term bet. This makes the rep that handles the line in your area one of the most important relationships you can foster.
... more often than not, major brands win the day because they have a history, brand trust, and are a good long-term bet. This makes the rep that handles the line in your area one of the most important relationships you can foster.
jiroe; unsplash.com
One more point or maybe a rhetorical question: Will tradeshows survive after the pandemic? We all know the world is changing. Many office workers will opt to telecommute instead of being physically present. A manufacturer can certainly post new products with videos or do a live chat instead of exhibiting at a tradeshow, but this is only a slice of what tradeshows bring to bear: For many, going to Vegas or some other destination is a great excuse to get away for a short vacation. In social settings such as hotel bars, restaurants and lobbies, you can rub shoulders with unexpected results. For instance, speaking with competitors from different states can open your mind to new ideas. And when you visit s supplier’s booth, making personal contact with a brand manager can help build important links. As a former manufacturer and distributor, I for one love tradeshows. There is no other place where I can meet more people in less time. At the end of the day, business is all about people and relationships.
