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International Karting Industry Buyer's Guide

Kart Expo International
ExhibitorInformation and Show Directions

THE RACERS EDGE

TIPS ON HOW TO WORK A TRADE SHOW

With Kart Expo coming up soon, we thought it might help those of you attending if we offered some tips on how to get the most out of a trade show. Whether a business person, kart racer, or just someone fascinated by the sport of karting, the following should be of interest.

Many trade show experts agree that too many buyers (retail or wholesale) fail to take full advantage of trade shows. Too many people wander the aisles in a daze, say the experts, uncertain as to what they need, what to buy and even why they’re there.

But, with some careful preparation and a list of handy “tricks of the trade show”, any person can make a trade show worth the time and expense.

ORGANIZE
Before you even leave for a show, make a realistic time schedule of what you need to accomplish in X amount of time. Do your best to keep your head clear. First thing, walk around and view all the booths, making note of those you’ll want to come back to see. When you return, avoid the peak hours. The best times are usually early, when the show first opens, and during the last hours of the day when most buyers have come and gone.

Collect catalogs and business cards for future reference. Ask for demonstrations of equipment. Most of the salespeople have a sales pitch, so let them do it for you A to Z.

TAPE RECORDERS AND CREDIT REFERENCES
Carry along a pocket tape recorder and make verbal notes of where you go and what you see. Tapes are much better than written notes, which get lost easily.

Dealer, bring along credit references to sign new supplies on the spot. Having your credit information available can also speed up shipping of products.

KNOW WHAT YOU NEED
It’s always best to help suppliers know what you need in all classifications of inventory. Too many buyers come to shows without really knowing what they need. It’s frustrating to suppliers. Know what you have in stock; know your open-to-buys.

Shows provide the greatest opportunity to buy exactly what you need. Come with a budget and stick to it. The first day, shop the show extensively for product selection and new ideas. Do most of your buying on the second day of the show.

Buyers should also take the time to talk to suppliers at length. If you’re really interested in a product and the booth is busy, persist. Don’t walk away.

BUY AT THE SHOW
Many show specials can prove quite profitable. In many cases, savings can range from 1-30%.

TAKE ADVANTAGE OF OFF-HOURS
Make extremely good use of non-exhibit time. Plan to meet some of your suppliers at breakfast, when your mind is fresh, or even at lunch. You can often converse more freely in a restaurant than a crowded exhibit booth.

Spend your off time with a combination of colleagues and suppliers. Also, it’s a good idea to stay at the headquarters hotel. You’ll meet more people that way.

BE A “PRO” BUYER
Buyers should step across an “invisible line” in exhibitors booths. Too often, buyers walk the aisles of a show gazing into the booths, but don’t step in to look closer because of the possible fear of sale pressure. They fail to realize the very reason why they are at the show: to examine products carefully and buy!

Gather as much advance information about a show as possible. Who will be exhibiting? Who are the “must sees”? Go to a show with a plan. To save steps and time, get a show directory and make a traffic pattern for yourself.

Being prepared as a buyer will give you the confidence to step across the “invisible line” and let exhibitors explain why their products and services are right for you.

REMEMBER THE BASICS
1. Don’t be afraid to “sneak a peek”. As long as some one is wearing a name badge, you are entitled to go up and find out who he or she is. And don’t wear your badge in an odd place. Let it show where it belongs, on your upper person. It serves a purpose.

2. Be sure to bring plenty of business cards. Countless good business contacts have been lost for lack of a business card.

3. Wear comfortable shoes. Count on walking many miles.

4. Have fun and enjoy the show!

END

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Kart Marketing Group, Inc.
Post Office Box 101
Wheaton, IL 60189 USA
Telephone: 630-653-7368
Fax: 630-653-2637
Email: karting@msn.com

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