From your store's aisles to the trade show aisles - networking grows business!
Since I'm headed off to Expo East this week I thought that I would share some tips I have about networking...
We’ve all heard and used the word networking in many ways such as social-networking, computer-networking, and business-networking just to name a few.
According to Canisius College of Buffalo, NY, the definition of Networking is defined as: “the ongoing process of building and maintaining personal and professional relationships through reciprocal communication and sharing information with individuals and groups of individuals that can give you a powerful advantage in any marketplace.”
Networking falls under the umbrella of marketing. I believe natural product retailers understand the action as in-the-aisle-networking, community networking and trade show networking. Right? Networking allows retailers to:
-- Engage with others to promote their store or services
-- Learn from others
-- Increase their present circle of influence
Years ago when I was the director of marketing at the Chamberlin’s chain in Orlando, Florida, Dale Bennett and I coined the phrase “handshake marketing” referring to greeting people in person and sharing about the stores and their services. This is networking.
When you help someone in the aisle of your store you hope that your customer will share his or her experience with others. This is networking.
When you share a wellness tip on your blog or Twitter, others can read your message and share it with their followers. This is networking.
When you go to a trade show and meet with vendors, you learn more about the sales support services they offer retailers. This is networking.
I’ve been on the road attending quite a few trade shows lately and have conjured up a trade show networking idea based on recent observations that I thought was timely to share:
Many times groups of employees sit together during seminars and share with each other before and after the presentations. What if that same group of employees all sat next to people they didn’t know?
What if those employees introduced themselves, exchanged business cards, and asked some get-to-know-you questions? Here are a couple of ideas:
-- Are you retailer? What’s your position?
-- Is this your first time at a show? If not, what do you like best about the show?
-- What are you looking to accomplish at the show? (New products, special events, growing a category such as gluten-free??)
-- What kind of store do you have? (Look for something in common.)
-- What is the biggest concern that you have as a retailer?
-- What is the best resource in our industry for (insert item or issue here)?
After the education program is over, have the group of employees come back together and share what they’ve learned. There might be a new resource discovered, a new item to check into, or an event to attend. All because the group decided to put networking into action.
One last thought about networking at a trade show. It’s amazing how with a little invested time you might meet someone with the same passion for the industry, learn about something that could really make a difference for your store, and with any luck at all…help another retailer!
We are given many opportunities to network and grow our business from the aisles in our store to the local dog wash, the P.T.A. and far beyond. I encourage you to think outside of the box and do handshake networking wherever you go!
If you have any tips that you would like to share about networking, please share them along with any questions. Love the feed back!
Until next time, here's wishing you a great day!
Debby
askDebby.com l About Debby Swoboda l Branding Toppers Co-op Labels l FREE Shelf Talker Library
Retailer Forum l Read This l askME Campaign l Become a Facebook Fan
We’ve all heard and used the word networking in many ways such as social-networking, computer-networking, and business-networking just to name a few.
According to Canisius College of Buffalo, NY, the definition of Networking is defined as: “the ongoing process of building and maintaining personal and professional relationships through reciprocal communication and sharing information with individuals and groups of individuals that can give you a powerful advantage in any marketplace.”
Networking falls under the umbrella of marketing. I believe natural product retailers understand the action as in-the-aisle-networking, community networking and trade show networking. Right? Networking allows retailers to:
-- Engage with others to promote their store or services
-- Learn from others
-- Increase their present circle of influence
Years ago when I was the director of marketing at the Chamberlin’s chain in Orlando, Florida, Dale Bennett and I coined the phrase “handshake marketing” referring to greeting people in person and sharing about the stores and their services. This is networking.
When you help someone in the aisle of your store you hope that your customer will share his or her experience with others. This is networking.
When you share a wellness tip on your blog or Twitter, others can read your message and share it with their followers. This is networking.
When you go to a trade show and meet with vendors, you learn more about the sales support services they offer retailers. This is networking.
I’ve been on the road attending quite a few trade shows lately and have conjured up a trade show networking idea based on recent observations that I thought was timely to share:
What if those employees introduced themselves, exchanged business cards, and asked some get-to-know-you questions? Here are a couple of ideas:
-- Are you retailer? What’s your position?
-- Is this your first time at a show? If not, what do you like best about the show?
-- What are you looking to accomplish at the show? (New products, special events, growing a category such as gluten-free??)
-- What kind of store do you have? (Look for something in common.)
-- What is the biggest concern that you have as a retailer?
-- What is the best resource in our industry for (insert item or issue here)?
After the education program is over, have the group of employees come back together and share what they’ve learned. There might be a new resource discovered, a new item to check into, or an event to attend. All because the group decided to put networking into action.
One last thought about networking at a trade show. It’s amazing how with a little invested time you might meet someone with the same passion for the industry, learn about something that could really make a difference for your store, and with any luck at all…help another retailer!
We are given many opportunities to network and grow our business from the aisles in our store to the local dog wash, the P.T.A. and far beyond. I encourage you to think outside of the box and do handshake networking wherever you go!
If you have any tips that you would like to share about networking, please share them along with any questions. Love the feed back!
Until next time, here's wishing you a great day!
Debby
askDebby.com l About Debby Swoboda l Branding Toppers Co-op Labels l FREE Shelf Talker Library
Retailer Forum l Read This l askME Campaign l Become a Facebook Fan
Posted by Debby Swoboda at 9/22/2009 12:56 AM 
Categories: handshake marketing, social networking, retailer education, All, advanced planning
Tags: marketing tips social networking retailer networking retailer education
Categories: handshake marketing, social networking, retailer education, All, advanced planning
Tags: marketing tips social networking retailer networking retailer education
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