Sales Strategy
Trade Shows: How To Cope | May 13, 2015 (0 comments)
Miami, FL—I have been writing articles about driving your business, social media, content marketing and millennials. Now, let’s talk about you, the retailer. Without you, none of the above can happen!
Show time—especially in Las Vegas—is hectic. How can you possibly get it all done? Here are four major tips to stifle the effects of stress:
1. Take care of yourself. You know the whole safety shpiel that flight attendants give before take off…”In case of emergency, if you are travelling with a child or someone who requires assistance, secure your mask on first, and then assist the other person.” The reason for this is because you can’t help anyone else unless you’re breathing and taken care of! Same principal here: take care of you first. This is paramount. So before walking into the Wynn or Mandalay Bay, before seeing all the excitement of a new show, new products, new vendors, before putting your orders together, first breathe deeply.
2. Keep your cool. For those who know me personally, let me just say, stop laughing! This is one of my biggest faults. I lose my temper way too fast because I am so passionate about what I do and especially about all of my retailers. Losing your temper is not cool. I’m certainly not telling you to be a pushover. That is not in my DNA, but be aware of the fine line between being aggressive and being assertive. When working with a new supplier for example, ask for what you need to make your retailer-vendor relationship work. Don’t be afraid to ask for anything. All they can say is no. If you can live with it, fine, if not, just walk away. Keep your cool. Remember there are almost 3,000 vendors at JCK alone. You will prevail! Let that be your mantra. You are the customer. If you have a confrontation and you need a moment, excuse yourself and take a walk, go to the restroom, comb your hair, touch up your makeup, and just keep going. Keep your cool.
3. Ask for help. My husband is such a sports fanatic. I can hear all the coach’s catch phrases in my sleep. “There is no “I” in team! As annoying as cliché’s can be, they are often true. This saying applies just as much to sports as it does to work. Generally speaking, people love to be needed and love to help. So instead of taking everything on by yourself, ask your team for assistance. They will high five you for it. Trust your team and split up at these shows. Show them you trust them by delegating tasks to them and don’t stress about it. This just may be the greatest stress reliever there is and a good learning lesson too.
4. Tell a friend. Let it all out! Stressed about over purchasing, needing a better box supplier, remodeling your store? These are all stressful endeavors. Find a fellow retailer that you are close to. He or she will listen to you and may be able to share some similar experiences and give you some needed advice to validate your feelings. I promise you will walk away feeling 10 lbs. lighter. Now who doesn’t need that kind of relief after approximately 10 days (for some of us) in Vegas?
Enjoy these shows… don’t dread them. Work hard but have some fun too. It’s all about balance.
Andie Weinman, president and CEO of Preferred Jewelers International / Continental Buying Group Inc., was born with the “Jewelry Gene” working in the jewelry industry since she was only ten years old. Her first job was as a cashier in the opening of a catalog showroom doing a fantastic job even at that tender age. Andie holds a B.A. in musical theatre and a B.S. in marine biology from The University of Tampa. When she realized that seawater and marine biology were not good on her hair and she wasn’t quite good enough to make it on Broadway, the jewelry business beckoned. Andie has picked diamonds, sorted color stones, shot waxes and performed a multitude of jobs in the manufacturing of jewelry. Her negotiating experience and prowess has given her the reputation as being tough but fair in her dealings with vendors. In 2012 the Indian Diamond and Color Association awarded Andie the Prestigious Doyenne Award of the Year.