Want to build better relationships with the vendors who make your events happen?
At our recent Open Mic event,
Evan Babins
joined us to discuss how to move from a client/vendor transaction to a trusted partnership.
Thanks to DJ Reese, Rama Beerfas - CTSM, MAS & Jeremiah Hardy for joining Evan & me onstage, plus those who were in the audience. While we aren't able to record LinkedIn audio events, here's a quick summary. And keep your eye out for more Open Mic events! (If you have a suggested topic, please share that in the comments.)
First, Evan explained how to become the quarterback of your event:
- Look for trusted partners and bring the right people onto your team – give them all the key details (playbook), then trust them to provide input and suggestions
- As a vendor/supplier, DJ Reese said he loves when an event organizer provides him with direction, logistics and flow – it allows him to study and ask questions to make the event even better
For more perspective on this, check out my podcast interview with Evan:
Next we focused on how to build relationships vs simply a list of vendors:
- Understand the strengths & weaknesses of vendors – you'll learn more after multiple events with a specific partner
- When working in a new location, depend on recommendations from trusted industry friends
- Rama said that as an exhibitor, your first partnership is with show management – sets the tone for everything else
- Jeremiah said that as a retired military guy who's now a speaker, he looks for similar values and the ability to get along
And how to find vendors that align with your brand:
- Make your requests very clear in your RFP/RFQ and spell out your vision and how the right partner will align with that – as your relationship develops, you can go deeper
- Rama said that as a vendor, she has insights the client doesn't have and may point them in a different direction, so it's important for clients to keep an open mind and look to the vendor's expertise
- Evan said, "The ones who know what you're looking for before you even know ... stay with them for your entire career."
Finally we talked about what vendors can do to build loyalty:
- DJ Reese said take time to have a conversation with the client and learn more about what they like
- Rama said the first transaction is usually the toughest – people are often hesitant to give you (the vendor) the full picture up front, but after a few orders/transactions, you'll learn what they like. She also recommends staying on top of the client's event schedule so you can be proactive in what you recommend and when.
- Evan suggested the way to stand out is by being different – find your specialty and be trendsetting.
- We talked about one way to do that is with unique gifts or promotions – I shared how I like to do "off-beat" holiday gifts, like one year I sent my clients a Groundhog Day Kit (with lip balm, hot cocoa mix, etc.). Rama expanded on that idea with her tradition of handing out a Trade Show Survival Kit, branded for that year's show (which people now come seeking out the latest kit in the series).
What kinds of great vendor relationships have you built? Please share in the comments!
And if you'd like help planning your next trade show, please reach out to me. Whether you're a show organizer or exhibitor, we can set up a brainstorming session to make your event successful for everyone involved.
