Beauty Store Business

SEP 2013

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Tip 1: Set your goals "Before arriving at the show, make a plan with specific 'keeper' ideas, then prioritize them," says Mina Bancroft, a management consultant in Palo Alto, California ( Include specific descriptions of what you want to find at the show—such as new merchandise, categorical line extensions, lower costs in existing lines, more reliable sources and promotional goods. Select the best and list them in order of importance. Next, translate your goals into an A-list of vendors to see. "Do some research on the show's website to identify companies and booth numbers," says Howard Friedman, a trade-show consultant in suburban Los Angeles ( "That will assure that you see the most important things." It's also smart to draw up a B-list of goals, suggests Friedman. "While these items may not be mission-critical, they can help open your eyes to innovations and new ways to approach problems you may have." Tackle secondary goals in the remaining time after completing your primary ones. A bonus tip: Ask yourself "What is the biggest problem I have in my business?" Write it down and take it to the show to get answers from exhibitors. trying to get things done." Instead, use the show floor map to plot out your walking pattern so you can see the greatest number of vendors in the least time. Schedule a certain amount of time to each vendor on you're A-list. "You have to be disciplined and focused," says LoCascio. A bonus tip: Avoid duplication of effort by allocating tasks among other people from your business who are attending the show. Tip 3: Take charge at booths Deal with booth personnel efficiently. Determine early whether they are willing and able to answer your questions. "When you go into a booth, there is no reason for you to waste your time," says Bob Dallmeyer, a Los Angeles-based consultant ( "Prepare some quick questions that pertain to your buying interests. If the booth people can't answer those questions, then you have to smartly move on." Not all booth personnel are alike. "A well constructed booth has people at various levels," says Bancroft. "One person will be at 'in-depth' level; others will be at beginning and intermediate levels." No in-depth person at the booth? You need to decide if you have sufficient interest to ask for an appointment with the right Trade shows can be powerful tools for boosting business profits. The secret? Plan for success, spend time wisely and prioritize tasks. Tip 2: Strategize your walking pattern It's tempting to spend the first hours performing a walk-through. That can be a mistake. "The last thing you want to do is shop the floor as you would shop a flea market: just walking down the aisles and looking at things," says Peter LoCascio, a Salem, Oregon-based consultant ( The clock moves quickly. It's easy to run out of time before you accomplish what you need to do. "Too [often] a couple of hours before the show closes you'll see people running through the aisles 46 September 2013 | person. That can be smarter than wasting your time talking with an individual who does not have the requisite knowledge. An alternative is to obtain the name and contact information of a person to call after the show's over. That can be a prudent step anyhow. "Exhibitors often fail to follow up trade-show leads in a timely fashion for a multitude of reasons," says LoCascio. If you are serious about learning more about a product or service, you may wish to obtain the name and number of the local salesperson in your territory. And here's a bonus tip: Save time by reminding yourself "I need

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