A friend of mine calls it the Three-Foot Rule. It means that when he’s at a trade show, if you come within three feet of him, he’s offering to shake your hand.
It’s a good rule to observe at the 29th Annual Pumper & Cleaner Expo, Feb. 25-28 in Louisville, Ky. You don’t go to the Expo (or any other trade show) just to take classes and kick tires. A big reason to go — maybe the biggest — is to meet people who can help your business and who may become your friends.
The most helpful person you meet at the Expo may not be an exhibitor or a seminar presenter. He or she may be another attendee you meet while standing in line, grabbing lunch at a food stand, or enjoying an evening meal at a downtown nightspot.
You’ll have lots of chances to extend your hand at the Expo, which again includes more than 600,000 square feet of exhibit space, a full education lineup, top-quality entertainment and tailor-made opportunities for networking.
All-day networking
“The great thing about a trade show is that you get to meet people who are in your business, but are not your competitors,” says Bob Kendall, owner of COLE Publishing. “You’ll meet people from other states or even other countries who have the same challenges and the same problems as you do.
“The person standing next to you at an exhibitor’s display may have the answer to a problem you’ve been struggling with for years. Or maybe an idea that you can put to work when you get back home and start earning more profit. You’ll never know unless you introduce yourself.”
Networking starts on the exhibit floor, where you can meet the people who design and build the equipment you use and the new technologies you’re considering. A member of an exhibitor’s team could become an informal advisor who helps your business for years.
On Education Day and at other seminars, don’t just walk out when the presentation is over. Stick around for the questions and answers. Then go talk one-on-one with the presenter.
All day, whatever you’re doing, take every reasonable chance to say hello. Don’t just hang out with your own team. Mingle. Shake hands. Sit down at a lunch table with someone you’ve never met. Start a conversation. See where it leads.
The places to be
Besides on-the-fly networking, the Expo gives you venues made for bringing business people together.
COLE Pub. This popular feature of the 2008 Expo is back, better than before. Here, in the open space outside the exhibit hall, you’ll find a perfect place to share a snack and refreshments after show hours and before you head back to the hotel.
A bar will encircle the custom-built Whiskey Runner truck with its 2,000-gallon wooden bourbon barrel. Vendors will serve a variety of finger food and appetizers. Seating will be set up in clusters. It’s an inviting place to strike up a conversation.
Industry Appreciation and Networking Party. This Expo tradition opens after show hours on Thursday evening in the COLE Pub area. For two hours, you can enjoy beverages, light snacks and entertainment while meeting up with interesting people in our industry.
Wine and Cheese Party and Fashion Show. Designed for women, this first-time event will be held on Thursday afternoon in a meeting room on the upper floor of the convention center. It’s a chance to share the special challenges of being a woman business owner or manager, or working in a business with a spouse.
Hospitality events. Many Expo exhibitors hold private hospitalities throughout the days of the show. Most are by invitation only — but if you’re invited, by all means, go. You can bet that most invited guests are leaders in their fields. Enjoy their company, find out what they can teach you, and share your secrets, too.
Remember the rule
The Expo is the largest annual show of its kind for environmental service professionals, and it only comes around once per year.
“Networking helps you make the most of the time and money you spend,” Kendall observes. “In fact, just one good contact can return your investment many times over. Many regular Expo attendees know this from experience.”
Look for details about the Expo in the special pages in this magazine. The early Expo registration fee of $40 applies until Jan. 23. Registration at the door is $60. To find out more, visit www.pumpershow.com or call 800/257-7222.
Start making your Expo plans now. And remember the Three-Foot Rule.
