Does Your Trade Show Partner Listen?

 I want to talk about hair cuts.  Yup, haircuts. How many of you have gone to a hair stylist or a barber and told them what you wanted and came out with something that looked nothing like what you expected. When I was younger, I talked my Mom into taking me to a very high end hair salon. With that high end hair salon, came a high end price. I insisted they were the bees knees and they would make me look amazing. I'll keep it short and sweet, when I left there? I was sobbing. My head and hair looked like a bubble. It was the worst hair cut I have ever gotten. There may have been an I told you so or two on the car ride home. Have you ever had a haircut from someone new and then go back to your old stylist to fix it after?  Yup. Been there, done that. Or my favorite. I said, "I don't want layers". Guess what I got? Yup, LAYERS and lots of them.

So, how does this all relate to trade shows, exhibits, sales, and Total Displays. We just got a verbal from a new client on a new 10 x 20 display. I asked who the competitor was and was told the story of why they chose us. The bottom line was, WE LISTENED. 

Our discussions revolved around the fact that this client wanted a high end look but was not looking for a high end price. That may seem counter-intuitive, but honestly, with a good partner that has a lot of product options available, it is possible. Now, be sure you understand, that doesn't mean we are sacrificing quality. There are ways to still have a good, clean, professional look in a trade show exhibit without breaking the bank.

Our competitor came in with a lovely product with a price 5.5 times the price of ours. Yes, you read that right 5.5 times. I am sure it is clear why we won the business. 

Here is a short list of what to look for in a trade show exhibit provider/partner (note, the use of the word partner).

1. A wide range of products lines.  This means that your partner is not restricted or married to just one manufacturer or product line. This gives you the most options from which to choose.

2. The ability to work with and have a relationship with the owners/decision makers at the exhibit company. Or to flip that statement, you aren't working with just a commissioned sales rep.  Commissioned sales reps often don't dream of sugar plums, they dream of dollar signs. By having access to or working with an owner, you have a better chance of them understanding budgets and being respectful of them (oh, trust me, I know that is not always the case, but find a partner where you know you can trust them.)  

You can read a story about a sore loser/owner HERE.

3. Open communications. We always say that we are a tell it like it is company. We will tell you the truth and the good or bad about any situation. We don't like surprises and we don't like hidden fees.

4. Ask about all fees, design, shipping, project management fees, account management fees. Make sure you understand them all. 

We are human. We are NOT perfect. But, we always strive to offer our best products and service to everyone that comes in our door, or works with us. We want to earn your business and then we want to be good enough to keep your business.

Firing A Supplier - Demanding Excellence

 We have been in this industry for almost 25 years now. Sometimes that seems like a lifetime. In all those 25 years we have never officially fired a supplier, until today. 

We have many suppliers that have been with us for all 25 years. Over the years some have come and some have gone for many reasons. But I never actually fired a supplier.  

One of the things that our clients tell us is our attention to detail and our service levels are what set us apart from other trade show exhibit companies. We joke with people when they ask, why should I buy from you over some other company?  Our answer is always, "You get David and me". That may sound arrogant, but it is the truth. No one will care about our clients, our relationships and our suppliers the way we do. That is the HUGE benefit of working with a family run, owner operated business. 

Now, don't get me wrong. We couldn't do it without our industry partners. We have partners that have our backs, stand behind their products and help us double and triple and cross check orders so that things don't fall through the cracks. This has been even more important as our industry is coming out of shutdowns.  Our industry went from zero mph to 1000000 mph almost overnight. When that happens and companies are short staffed, or have new employees, more mistakes are bound to happen. Our suppliers have redone things, we have redone things. 

I will NEVER apologize for expecting our suppliers to provide good quality product and services. BUT, it is a partnership. Mutual success is critical to success for both parties.  When you have a supplier where there are mistakes and issues on your last 5 orders, it is time to part ways. I could deal with the mistakes but it is the emails and phone calls after every one of these mistakes where it is pointed out saying it is all 'our fault' that pushed us to fire them.

I sent them an email to explain why their process creates mistakes and errors and contributes to frustration and that it just doesn't work for us. I sent it, not to be petty, but to explain why their procedures just don't work for the way we do business. I got a phone call shortly after I sent that message from our rep. His literal words to me were, "We are ok parting ways." I wasn't looking for any explanation. It was already done, we were not considering continuing to work with them. We have also already found another supplier of the products we were getting from them and so far we are incredibly impressed.

So today was an adventure. Let's talk just a bit about service.  All in a day's work.

1. We fired a supplier. 
2. We received an incorrect graphic from a supplier. They immediately said they would have the correct one ready for us tomorrow. No charge.
3. We missed a typo in a client submitted art file. Was it our fault? Not really, they did the art. But the important thing is the client, the relationship and providing them good service. We didn't tell the client it was their fault.  We didn't charge her full retail for the replacement. Our print partner? They missed it too and are cutting the cost on it to make it right for us and the client.
4. The ultimate event of the day is that we were bidding on a very large deal. Normally this company brings their entire exhibit, furniture, graphics and staff over from overseas. We were asked to bid on building, installing etc. here from the States instead. We did not win the business, but neither did any of our US competitors, they decided to bring it in again from overseas. 

This is one of the nicest sales reject letters I have ever gotten. Although it stings to lose the revenue, it makes me realize that what we are doing and the hoops we jump through are all worth it.

"I want to thank you for your professionalism and attention to detail. It was immediately apparent we found the right US contact based on your knowledge and experience. You raised important questions and concerns that solidified our confidence in you. While the bulk of our booth will come from overseas, we believe there will still be some things we need locally. My boss and I are still fine tuning the details but we will be in contact shortly with our updated needs.

 Again, thank you for your hard work. I hope we can continue to work together with a strong relationship."

We stand behind our decision of firing a supplier and will NEVER apologize for being demanding. That does not mean being rude, but demanding excellence is what our clients deserve.