I have not written a little rant here for a while. This one will be short and sweet (sort of). I am working hard on being grateful for the business and the opportunities that we have, but there has been a trend here in 2024 that is disturbing.
First, let me say, I understand budgets. We are small business owners and understand better than most sales reps out there how important a budget is. We work diligently with our clients to provide a great exhibit experience for a price that works for them.
I'm going to come out here and just say it...
IF YOU ARE BUYING AN EXHIBIT BASED SOLELY ON PRICE - YOU ARE MAKING A HUGE MISTAKE.
The trend we are seeing, is people "designing" their own exhibit (or even worse, having an exhibit house design something and then sending that render off to other exhibit houses to quote - more about that later).
These people are price shopping.
Buying an exhibit is more than just price. It is about design, how is it built, does it follow trade show rules, how hard is it to set it up, how is it transported, how much will it weigh? So many things more than just a price.
And most importantly? Partnership. Buying an exhibit should not be like buying a washer and dryer. A good exhibit partner is strategic with you. Looks at your entire trade show program. Considers things like re-use of components for different shows. Determining who is going to set up the booth, is it easy to set up, how many hours will it take, what would labor cost if you hired that out. There are SO many more questions, that are just as important (if not more) than price. Where is the booth built, what are the components, is it wood, is it aluminum, is it fabric, is it sintra, is it...? What do set up instructions look like, how is it packed, what is the warranty, how good are the crates, can it get damaged during shipment? Does your partner understand the labor union rules in each city? Do they know that in New York, your labor crew cannot touch a tv? Do they know that in Rosemount, IL that the decorators have to put together lightboxes and install the graphics? Are they going to council you on those items? Are they going to stay late on the show floor to file a police report when your brand-new product you are launching at the show appears to have been stolen? The list is endless.
A recent example, a prospect sent us a render. There is no way to know how it was constructed, wood walls? Aluminum & fabric? What exactly does the price include? Flooring, all hardware, graphics, lighting, accessories, shipping, crating? How do you even know you are comparing apples to apples without engaging us in a design process?
Sigh. We listen, collaborate, & educate; we try to work with people and help them understand the value of partnerships. But if you want to buy on price alone? We will walk away, actually run away and wish you luck.
I could write a post on the value and importance of every single one of those issues that are NOT price. But I have clients and prospects to take care of.
I can promise you, when you work with us, you will understand.
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Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.
