PPB August 2016

35 / 116

AUGUST 2016 • PPB • 33
QUESTION
non-buyers can actually bog
down the pace of a show
because they have a tendency to
“shop” and ask for one of this
and one of that while an actual,
qualified buyer walks on by.
2. Show hours: 10 or 11 am to 2
pm; serve some lunch or heavy
appetizers.
3. Assign a number to each end
buyer that designates their
company and the distributor
sales rep who manages their
account. It makes it very easy
for the supplier exhibitor to
note that on a lead. For
instance: MS1425 could be
referenced to the AE, Mary
Smith, and her buyer is #1425,
Jane Doe at ABC company.
John Miller at the same com-
pany could be MS1426.
4. Do not ask a supplier to pay to
exhibit in your end-buyer show.
While the distributor has
worked hard to arrange the
show, the venue, etc., that is the
cost of doing business. These
shows cost supplier reps at least
a day and a half out of the field
for a chance to get in front of
the distributor’s client and pos-
sibly secure one or two orders.
5. Make sure the venue has an
easy load-in and load-out
for the distributor and the
supplier.
6. Make sure the venue has
ample parking.
7. Do request suppliers provide a
giveaway or a door prize.
And, do not announce door
prize winners at the show.
Wait until after the show to
pick the door prizes for the
right customer. This gives your
AE an extra touch point with
the client.
8. Do provide a bag for the client
to carry away catalogs and
samples, a small notebook or
journal and a pen. Page flags
are a good option, too.
Kim Reinecker, MAS
Regional Sales Manager, Texas
and Oklahoma
Starline USA
UPIC: STAR0009
THIS IS A VERY IMPORTANT ques-
tion. Three ideas come to mind.
First, follow up by telephone
after you send invitations to your
customers. It’s being done in my
area with great results. Have a
Brunch & Brand session. It’s a
topic that will resonate with
most of your customers. Finally,
the last touch often determines
the way an event is remembered.
Develop a seamless protocol for
handling sample requests.
Samples received promptly after
the show will leave a good
impression and increase the
attendance for your next end-
buyer event.
David J. Hawes, MAS+
Geiger
Brand Architect
UPIC: G671282
HAVE ALL THE SUPPLIERS donate
some of their most premium
selections to an hourly raffle event
using attendees’ submitted busi-
ness cards that were collected at
registration. Advertise these pos-
sible winning premiums to all as a
hook to get them to attend the
event. Create the need and “Pied
Piper” them into the show.
Gary M. Murphy, CAS
President/Consultant
Image West
DO YOU
HAVE AN
ANSWER?
A DISTRIBUTOR ASKS:
We have a process in place for handling paper flow
from the quote process to delivery of the product
but are curious as to how others handle this step.
What do others do to enhance and improve order
flow management and follow up?
WHAT’S YOUR ANSWER? Email answers along
with your name, title and company name to
by August 19 for possi-
ble inclusion in an upcoming issue of PPB magazine.
Julie Richie is associate editor for PPB.