Sheena, PR and Marketing Director- Matisse and "the Roxy girls"

You might remember Sheena from a posting last week. We got a kick out of her stinging wit and decided that we wanted her to be a weekly contributor on Shoebizness! What’s fun is that we will pick a subject, any subject, and just let her “rant”. The disclaimer reads: “Sheena’s Weekly Rant is meant for entertainment purposes only and does not necessarily reflect the opinion of all Shoebizness contributors. Here on Shoebizness we like to highlight all different perspectives.” Hopefully you all will find her contributions as entertaining as we do!

This weeks topic: Networking at Tradeshows

Many would argue that networking is the heart of the business, especially in sales. However, if you look into the mirror and answer truthfully, you’d probably just admit that it’s incredibly annoying. Don’t get me wrong, there is definitely a point to it. I could even argue that I have networked my ass off over the years.

Tradeshows attendees are divided into the following: 60% sales reps, 25% buyers, 5% press, 5% manufacturers and 5% losers. Chances are, while you are networking, you are most likely schmoozing with a fellow salesman extraordinaire. I myself chitchat with lots and lots of people at shows. I get it all; “I’m so great and my line’s so great and my wife it hot and I still get laid” blah blah. Then you get the other side of the spectrum, “Dan the Downer”, and you want to run for the hills and beat yourself senseless for even talking time out of your day to talk to them.

A little Sales-on-Sales action would typically sound like this: “I’m having the best show, I’ve written so many pairs and Nordstrom is interested…all doors!” “Oh yeah, me too, the Show is GREAT!”  I would love to overhear a conversation where the dudes got a little more real and tell it like it is.  Instead of talking about how much experience you have and how your buyers love you, how great business is… etc….etc…  boring, predictable, and repetitive.

Not one to discourage others, I will say that the value of the potential result of each networking interaction should be briefly assessed before verbal interaction is initiated. You can start by asking yourself the questions below before approaching:

1)     Can this person help my career?

2)     Do I just want to talk about myself?

3)     Do I want to hear this guy or gals life story?

4)     Will I annoy this individual? (Come on guys…be honest)

5)     Do I need to put a face to a name for legit business happenings? (If answer is yes to this question, proceed directly to person and annoy the shit out of them until you get what you want. Squeaky wheel philosophy).

6)     Am I bored?

7)     Am I boring? (If answer is yes, proceed directly to nearest restroom and do not come out until one of your booth buddies calls your cell to tell you Sally Nobody wants to write 1 case of shoes.)

If you have answered yes to three or more of the above questions, you may want to consider networking at that moment. I know the shoe business is a lot of “who you know”. But, there is a line that one must be aware of to avoid being known at various tradeshows as “that guy”.  On that note, happy hunting!

-Sheena

www.matissefootwear.com