There are a number of reasons for attending conventions, expos, trade shows and so forth, but one thing is for certain - you are there with a purpose. Whether you are there to learn, looking for partnerships, searching for a solution, etc., you should have some questions ready for vendors that you encounter. This way, you can get the most of our your time and money. Keep in mind that their answers are not always what you seek.
- What do you or your company offer or what products do you provide?
This question should be a no brainer, but you would be surprised at how many people forget it! Based on their answer, you can assess how coherent and aligned a company is with your goals. Whether you are talking to a vendor or a possible partner, you want to have confidence that those companies have a clear message and goal of their own. You also want to make sure that their employees can communicate those goals in a clear and concise manner. People you meet at these events are the faces of the company. If they can’t tell you what their value add is, then do you really want to do business with them?
- Who is your ideal customer?
This question will allow you to get a better understanding of whether or not the person you are speaking to can understand your needs. It also gives you better insight of the industries the company has worked with and where they excel.
- What makes your company stand out?
This gives them a time to shine. It allows them to highlight their best services and products. Chances are there are multiple companies at the convention that are offering the same thing. Challenge them and ask why you would choose their products or services over their competitors.
- What’s the story behind your company?
Everything has a history and there is no harm in getting to know a bit of it to really understand who these people are and what they are about. How did they stumble across the problems that they are looking to solve for their clients? Did they run into the same issues as you? This question helps you get a gauge about whether or not they can empathize with the problems you are going through. You can also get a better understanding of how much knowledge or tricks of the trade they know from their history.
- What can you do for me that your competitors cannot?
At this point you aren’t necessarily looking for a solution. If you are looking to solve a larger business issue, then a 5 minute conversation is just not going to cut it. You do want to walk away with some key takeaways about the company and the person you would be working with. What you should be looking for in this answer is how they react to the tough questions and how willing they are to work with you to fully understand issues before offering you a solution. Will this person push your agenda or their own?
First impressions aren’t everything, but they are important! Especially in situations such as these where you typically only have 2-5 minutes to talk to a potential vendor or partner – they should make it count. When you ask your questions, take notice of:
- How comfortable the person is when they are answering. Do they know what they are talking about? How do they react when you challenge their answers?
- Their body language. Are they fully present when engaging with you?
- Their attitude. Are they someone that you can see yourself working with on a larger project?
- Their comprehension. Are they really listening to you, or are they trying to push their own agenda?
All these factors are important when assessing how productive, efficient, or valuable any kind of interaction with these companies will be to you and your business.
Are you ready for your next trade show? Leave a comment and let me know your thoughts!
