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Ed Poll
  Week of November 13, 2007
 

Ever Attend a Trade Show?

The real definition of marketing is simple: Identify the people most likely to hire you for the work you want to do, communicate with them to let them know who you are, and then develop close relationships with these people to demonstrate how you can help them achieve their goals. If you accept that premise, then there is no better way to establish effective prospect relationships than by establishing a presence for your firm or your practice at industry trade shows and association meetings. By properly researching and targeting your attendance, you can meet more prospects in one day than you might otherwise meet in months. And by physically being present at these meetings of potential clients, you demonstrate that you know their business, understand their concerns, and are serious about offering solutions.
 
Trade show attendance, if done right, requires renting booths, setting up referral arrangements with other exhibitors, speaking at event sessions, and above all spending otherwise billable time in the booth actually meeting and talking to the attendees. Large firms may have a marketing staff experienced in selecting the trade show, preparing the exhibit booth and the materials available there, and conducting follow-up. Smaller firms and individual practitioners typically do not. But whether or not you get in-house help, you should take an active role in preparing to attend. Above all, make sure you get the attendee list so you can evaluate and single out your targets. Conduct pre-meeting mailings (letters and emails both) to let these targets know you'll be there and invite them to your booth or display. Identify other vendors who are prospects you want to meet. Find out which trade publication editors and reporters are planning to attend the event so you can get on their calendars and talk about your industry views and experience. When you meet with them share some new piece of news, tell them about where your firm is going (strategically), and offer to help them in anyway you can.
 
Remember that your purpose in attending the show is to actively identify, meet, and pitch to potential clients—not just look for leads. After all, your lead is another firm's client, and your client is another firm's potential lead. Be prepared for competition by knowing in advance who you want to speak to and what you want to say to them. Do your homework about the industry so that you can use the event to gather market intelligence that will help your firm as you walk the aisles and participate in sessions and events.
 
At the show the emphasis should be on you, the individual lawyer, and your performance in meeting others. That's where the importance lies—not in a flashy booth, giveaway contests, glossy brochures and all the rest. If a prospect wants to use your services it will be because of the attitude and interest you convey, rather than what catchy gadgets you give away. And don't forget that all the effort in the world will be wasted if you don't do the appropriate followup. Review every business card that you received and contact the person by phone within one week of the show. Don't wait, and don't use email. The objective is to build on the personal relationship you established at the show.
 

 
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Enjoying the Airstream culture!
 

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Ed Poll

Personal Commentary
 
Last week we went to Kernville in our Airstream. Kernville is the site of the Kern River, a truly breathtaking and very beautiful waterway. We joined a group of other Airstreamers for a rally. One member of the group has restored and rebuilt several old, vintage Airstreams. After our conversations, my wife and I decided to buy another unit (the equivalent of a shell) and have him build a trailer to our specifications-a custom built vintage Airstream.
 
Lessons learned from this experience:

  • Change is part of life, and we must learn how to manage change to be successful
  • Change requires that we be flexible
  • Life involves continuous improvement
  • Luck is the intersection of preparation and opportunity

Stay tuned for the next edition. In the meantime, we enjoy the Airstream culture and way of life.
 
Best wishes,
 
Ed Poll
lawbiz.com
800-837-5880
 

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