Trade shows are really an investment of your time and your money.  More than ever before, a focus should be place on the ROI of each investment we make as a broker/business owner.  Trade shows are not only an opportunity to be educated on the latest technology and strategies in the industry, but more than that they are the one opportunity that we should focus on initiating as many relationships as possible.

As my good friend Jim Tucker (CCIM, Richmond, Virginia) has told me again and again, “This is a belly to belly business”.  And in fact it is.  And although I naturally gravitate to Jim whenever we happen to attend the same meeting, I rarely spend time with him and anyone else I know for that matter, at these events.  You see, these trade shows are our best opportunity to “get known” and build future relationships, such as I proudly have with Jim.

Over the 20 years and countless national, regional and local events I have attended I have attempted many methods to “get known” as well as been provided several unique approaches from my colleagues.   These “tricks” are not only applicable to trade shows, but to all networking gatherings as well as personal meetings.

Here are my top approaches to getting the most out of your event attendance.

1.     Plan ahead – Sounds simple, but really how is this possible.  Last year I attended a regional ICSC show and I watched as a group of commercial brokers gathered around their company booth.  One advisor however (Rob Cohen, CCIM Raleigh, NC) navigated his own course, seemingly engaging with everyone he approached.  I asked him his secret and he shared with me that he planned ahead.  He secured a participant list prior to the event and identified the key people he wanted to meet.  Using a simple Real Capital Analytics report (www.rcanalytics.com) he identified which properties each prospect owned, the transaction history, as well as the transactional trends he was able to identify.  Meanwhile the majority of the other attendees simply went where the current took them, introducing themselves as commercial brokers.  Who do you think made a lasting impression?

2.    Blow Off Your Buddies –Consistent with #1, it amazes me when I sit down in a general session or keynote speech during the lunch session that of the 8 to 10 seats at my table, most are occupied by people in the same company.  Why waste such a valuable opportunity sharing a meal with someone you work with each and every day?  Make it a point to challenge your co-workers to sit apart and engage in as many meaningful conversations as possible during these sessions or at any conference show in general.  Make it fun and have a contest.  Do anything to keep the trade show attendance and the pursuit of building new, meaningful business relationships possible.  Only share these experiences when you get back to the office, and not before.

3.    Round Table Approach – OK, so now you have left your comfort zone and sat at a table by yourself with 7 strangers.  What are you going to do?  Well if you are like most, you will check your blackberry and potentially have a casual conversation with the person to your left and to your right.  You may be interested to hear what the conversation between the two attendees occurring across the table, but there are too many distractions.  Sound familiar?  Several years ago I had a wild idea and announced to my table “excuse me, would it be possible if we all take a minute to introduce ourselves?  I always attend these lunches and feel I missed the opportunity to make some quality connections.  I am here to expand my professional network and I am sure you are too.  What do you think?”  Admittedly I first received a look of horror, if not disgust from some of my table companions, but eventually I got the hang of it and I found people responded positively.  Next time you are having lunch and staring at your PDA, ask yourself, is one of these people sitting with me a potential referral source, client or lead?  You will be surprised.

4.    Anyone say Starbucks? – Personally I can’t stand coffee, and admittedly I am too “thrifty” to buy a $5 cup of coffee, however I find these coffee lines to be one of the best opportunities to make one, if not two quality contacts.  There is always a coffee line at a trade show.  First you have a captive audience and someone with a common interest in that they are attending the same trade show as you.  Forget the 30 second elevator pitch; you may have up to 10 minutes with complete one-on-one time with your new found coffee buddy.  This is the perfect time to initiate a conversation, find out about one another and confirm the right to follow up (always confirm this whenever you exchange business cards with anyone).  When you’re done, instead of the coffee, I generally buy the $4 bottle of water.  However with the new contact, it is well worth it.

5.    Business Card Swap – Speaking of swapping business cards, another associate, Scott Rogers (CCIM/MAI Atlanta, GA) once introduced me to the practice of accepting and recognizing a business card.  Not only does this show a high level of interest and respect, it provides you with a wealth of material to engage in a conversation.  99% of the time when you give your business card to someone, it is quickly deposited in their pocket or worse eventually discarded.  You most likely do this as well when you receive a card.  Next time take 10 seconds to stare at the card.  Confirm the name, role, location and services the provider is willing to share with you.  Use this information to verify his or her name, or relate their market to one of your past deals.  Heck, if they have a CCIM designation on their card, ask them how long they have been a CCIM.  Anything to show you are listening and are engaged in them.  This will make a memorable first impression and you can be sure a follow up event is in your future.

6.    Zero Loss Factor on B Card – Nothing worse than a beautiful office building with lots of wasted space.  Same rule applies to your business cards.  We all have them, we all exchange them but less than 5% of us make the most of this inexpensive advertising piece.  During trade shows you may collect 20 or more cards; during a National Conference you may collect 100 cards or more!  How are you ever going to remember each person, service and or benefit each one can provide for you?  My business card has the staples of name, email, website, phone, company and CCIM designation in the front, but also a list of specialties and services I provide on the back.  This enhances the opportunities for me well after the trade show.  We are all CCIMs, and I would challenge you, based on this alone, you have a valuable specialty, knowledge for service to offer to the public.  Remember to offer your card with the back side up, to draw attention to your services.

7.    For the introverted only – I admit, I may be bolder than some when it comes to introductions.  I learned a long time ago that nothing bad will happen if someone blows me off.  However I understand many of us are more reserved and introverted.  If this is so I highly recommend three easy ways to initiate conversations.  First, hanging out by the food or buffet is an easy approach to engage in a conversation regarding the latest mystery meat.  Second take advantage of rest room breaks.  This is not as strange as it sounds.  If you really want to talk to particular person, catch them in the corridor on their way out of a rest stop.  They will be alone and more approachable.  This particular practice landed me a meeting in Denver with a decision maker 2 weeks after the trade show.  Lastly, if you are truly introverted, break rule number 1 and hang out with your friends, but only if they agree to introduce you to someone new.   This will at least expand your personal network.

8.    Go Ugly Early – This has several meanings.  In real estate it suggests get the dirt on the table right away, so there are no surprises during the transaction.  In networking, it suggest that we are so focused in meeting a specific contact that we bypass the scores of potential contacts and opportunities in pursuit of the big fish.  If someone is attending the same trade show that you are, there is a high likelihood that they may have a opportunity and/or service that will benefit you.  Take advantage of all possible opportunities, as the big fish is rarely worth the catch.

9.    Be the connector – Lastly, be the “connector”.  Introduce as many of your associates as you can to others and your level of respect will skyrocket.   On the other end, if I am in conversation with someone and they don’t provide me with their full focus, I will ask them “you seem to be looking for someone in particular.  I happen to know several people here, perhaps I can help”. This always gets their attention and gives me a chance to help.

Trade shows are one of the most opportunistic platforms you can use to enhance your network and ultimately your practice.  If you take the approach of simply “winging it” then you still have the luxury of good educational sessions and solidifying existing relationships.  However if you plan ahead and implement some of these simple steps, you will come away with a stronger network and a far greater return on your investment in the event.

For example: If you are a broker of retail space, it would naturally benefit you to participate in the local Restaurant Association. How? Simple: Food courts provide space for parasite locations such as fast food outlets in regional malls and strip centers. Parasite stores provide a guaranteed high traffic area with a small rental space. Local members of this useful trade association are usually the owners/franchisees that make the final decision in the site selection, and a working relationship with them could mean untapped sales from an unlikely source.

Your participation in any targeted trade association can help you learn about the needs and concerns of its members. For instance, in the above example, our broker for retail space learned how profitable it could be to develop a working knowledge of restaurants, including new trends in the industry, such as co-branding (a donut shop and a sandwich concept sharing the same restaurant), smaller dinner houses (Fridays, Chili’s, etc.), restaurants (for small towns), and unique sites for branded chains, such as those found on riverboats, on military bases, and in stadiums. All of this vital information may have remained untapped if the broker in our example had overlooked the valuable resource afforded him by simply looking into the local Restaurant Association.

13 Guidelines for Working with Trade Organizations

To make the most of networking with these plentiful—and profitable—trade associations, follow these thirteen simple guidelines:

Identify various local and national groups by consulting the Encyclopedia of Associations.

•    Attend a few local meetings to determine whether the commercial real estate needs of the targeted association are relevant to your business purposes.

•    Start out slowly, and establish trust. Begin by simply doing things that need to be done, such as organizing a monthly meeting, getting the announcements printed, helping to set up a trade fair or golf outing, etc. (These may not be glorious or even immediately beneficial tasks, but you will have an inside track on developing relationships with some of the association’s most influential members, a powerful source of networking at its best.)

•    Work on memorable introductions and building relationships rather than simply selling.

•    Offer to speak on real estate issues related to the association—make the presentation meaningful and relevant.

•    Keep track of whom you have met with a logical system, be it collecting business cards, Email addresses, checking off names on membership rosters, etc.

•    Write a brief article for their newsletter or local publication.

•    Be cooperative with others who are there to market themselves as well.

•    Find reasons to re-establish contact with prospective tenants after the meeting.

•    Follow up after the meeting.

•    Get to know the staff of a particular organization, and zero in on the friendliest—or most efficient—contact person.

•    Participate regularly for maximum exposure.

•    Pick the associations you work with carefully to avoid wasting your time, and theirs.