0816_TOEFL-Test-and-Score-Manual-1997

178 ● 201 Great Ideas for Your Small Business
Tips for Really Working
a Trade Show
Hedy Ratner, cofounder of the Women’s Business Development
Center (WBDC) in Chicago, really knows how to work a room. A
consummate networker, she has devoted years to helping women entrepreneurs
start and grow their businesses.
Here are some of her great tips for making the most of a trade show:
• Set goals before you go. Are you there to find new suppliers or customers
or to study the competition?
• Dress for success and comfort. “First impressions are important, so
dress businesslike,” Ratner advises.
• Wear comfortable shoes because you will be on your feet all day
and walk for miles.
• Plan your schedule the night before to decide which booths to visit
and which seminars to attend.
• Make notes as you walk the show, either in a notebook or with a
digital recorder.
• Plan to attend key seminars, workshops, and parties.
• Bring lots of business cards and brochures. Toss out the stuff you
collected that you don’t need before you pack up to go home.
• Be flexible and be open to spontaneous meetings with people you
meet. “Trust your instincts to lead you to mentors, key contacts, and
resources,” said Ratner.
• Follow up immediately after the show. People forget who they
meet at shows, so get back in touch right away.
GREAT
Know Your Competition
Entrepreneurs love to brag about beating their competition,
but the truth is that most small business own-
IDEA
ers are too busy to know what their competition is up to. But remember,
operating your business in a vacuum can lead to its demise.