October Is All About Getting Ready For DEMA
by Gene Muchanski, Editor
The Dive Industry Professional
It’s October and you know what that means…The Industry is getting ready for DEMA Show. But it’s more than just getting ready for a single show. It’s all about getting ready for another year. It’s about meeting as many of your customers as possible in a face-to-face situation. This is your opportunity to thank them for doing business with you all year long and renewing that relationship for another year. It’s about introducing them to all the new and exciting things you have in the hopper for next year and building on their loyalty and relationship AND getting an order. It’s about meeting face-to-face with as many of your former customers and renewing your relationship with them for the coming year. And finally, it’s about meeting new customers – we call them prospects – and showing them why they should be doing business with you. No, DEMA is not just an isolated trade event. It’s an annual industry rendezvous that puts you in touch with your current, former and future customers.
There are many ways to make the DEMA show work for you year round. Think of DEMA as an event that is attended by a high percentage of your customers. It’s one of a few times in the year that you can meet with so many clients in such a short period of time. It’s your job to make sure they are motivated to meet with you at your booth, considering that all of their other vendors are also at the show. Once at your booth you should only do things that are only possible using face-to-face contact. Focus on having your customers touch, feel, smell and taste your products or services (whatever is appropriate). Make it a priority to do the things you can’t do on the internet. This way, you’ll be spending more quality time with more customers and maximizing your Dema experience and investment.
Think of things you can do before or after the show that would make your limited time at the booth more productive. Think of all the things you can do on the phone, or using the fax machine, or by electronically sending brochures and printed materials. How about the use of graphics on your web site and blog site? Meetings and demos can be scheduled on the internet as could classes and seminars with programs like Go To Meeting.
For your clients who don’t go to the DEMA Show or don’t schedule appointments with you at the show, make plans to see them at their Regional Dive Shows like Beneath the Sea, Our World Underwater or Scuba Show. Keep a record of all the clients you meet with throughout the year and make sure each one gets the full annual update.
See you at the show.