1. CCI Entrepreneurship Curriculum
Module 10b – Managing Intermediaries and Attending Tradeshows

2. Managing Intermediaries
Profile of a good Intermediary
It will be different for each product sector generally the right agent / distributor / retailer will;
have excellent contacts within the market
have a good track record in the product area
have facilities and quality representatives in the field
have no/few other direct competitors in his/her portfolio
have good credit & financial facilities
be a local person with a good understanding of the local business culture
May include some or all of the following: galleries, heritage outlets, garden centres, department stores, interior design practises and independent (specialist) retailers

3. Managing Intermediaries
Questions about the ‘middleman’
Who are their customers
Who owns the organisation
Other creative businesses represented
Success Record
Geographic coverage
Premises
Sales staff
Their longer-term business objectives

4. Managing Intermediaries
What will they want to know about you?
Your creative / design credibility
Your financial stability
Administration interface
Your product range
Design approach
features & benefits
technical spec., service & warranty
Production continuity
Promotional Support
Brochures & tech documents
Trade promotional activity
Your Customer base, trade references
Sales technique
The secret of your success....

5. Managing Intermediaries
Your Goal in working with the intermediary...
“ is to fight for an unfair share of the intermediary’s sales time. It is to take their sales force, marketing and sales management and motivate, cajole, bully, threaten, seduce and compromise them so as to take time from other products and to have it devoted to yours”

6. Managing Intermediaries
10 Steps to Motivate intermediaries
Joint goal setting
Set achievable targets
Help them achieve the targets
Provide feedback and support
Train them
Maintain frequent communication
Pay commission on time
Joint sales initiatives
Send them new business referrals
Be accessible and be precise

7. Managing Intermediaries
Target Setting
Question: What kind of sales targets do you have?
For example:
Sales volume or Values (£)
Activity plans
Customer contact targets
New business development

8. Managing Intermediaries
Target Setting
Develop sales targets jointly with intermediaries
Assess monthly, quarterly and annually, how you are performing relative to your objectives.
Is your sales plan taking you where you want to go?
Are you getting the right information?

9. Managing Intermediaries
Monitor Sales Targets
Don’t just monitor sales and profit performance. Everyone wants to know how they are doing relative to their own objectives.
Remember that the sales planning process is ongoing – keep updating your plan.
Update your sales action plan every 3 months, and your strategy every year.
Involve your intermediaries in the monitoring process.

10. Attending Tradeshows Tradeshow Objectives
What do you want to get from attending a Tradeshow/Showcase?
Research
Self
Competitors
Market
Customer Care & Prospecting
Build Personal Confidence, Experience and Knowledge
Strategic Partners/Networking
Recruit sales staff
Branding, image, PR
Sales
Efficiency

11. Attending Tradeshows Which Tradeshow?
m+a expodatabase
Eventseye
Who’ll be attending?
Who will be exhibiting?

12. Attending Tradeshows Budgeting Stand Costs Travel costs
Accommodation and subsistence costs
Product shipping costs
Lost opportunity costs
Return on Investment – long term investment

13. Attending Tradeshows Market Research Market test a new product
Research Competitors
Products
Branding
Packaging
Pricing
Trends analysis
Colours,
Finishes
Designs
Materials
Retail Seminars at the Tradeshow

14. Attending Tradeshows Pre-show Appointment setting
Build relationships with existing customers
Make appointments, time, place, attendees
/ letter with invitation to buyers
Analyse performance to date - decide tactics in advance
How much have they sold,
The product range
Support supplied/required
Forecast next years sales
What’s new
Prepare price updates
New product/service development
Promotion- support to encourage customers
Support required in the future

15. Attending Tradeshows Customer Care & Prospecting
Building a contact database
Collect business cards from interested buyers
Identify specific needs where possible-see below
Buying Patterns
Understanding buying patterns
Relationship development
Distribution Channels
Agents, distributors, retailers

16. Attending Tradeshows On the stand Branding Displays Signage
Corporate identity - colours, logos, consistency
Image – creative, innovative, safe, secure, luxurious etc.
Displays
Lighting to maximise product,
emphasise special pieces
Packaging on display
Packs- ranges
New products
Prices on or off the products?

17. Attending Tradeshows On the stand (cont’d) Props Security
Display products to best effect
Mannequins/busts etc.
Avoid clutter
Packaging
Photographs of people
Goodies / SWAG
Competitions – business cards
Screen displays / moving images
Awards – show selections
Security

18. Attending Tradeshows Post Tradeshow
P1 - Enquiry follow-up (3 days max.)
Sample preparation and despatch
Marketing & Promotion
Resource planning
Revised Production lead times
Materials ordering
Order fulfilment
Invoicing
On-going business development

19. Attending Tradeshows Tips for Tradeshows On your stand Smile
Look attentive and inviting
Be active-standing, talking
Be yourself
Rehearse your openers
Don’t ambush visitors
Have materials to hand
Don’t give visitors too much… it will limit opportunity to follow-up
Arrange for lunch/comfort breaks cover
Be aware of security of stock, orders forms, personal belongings
Have a camera to take photos of import visitors to your stand- Ministers, Celebrities etc

20. Attending Tradeshows Tips for Tradeshows Plan Activity & Recording
Arrange meetings with existing customers in advance, date, time, location
Review your performance in advance
Plan each days activities hourly, half daily
Monitor activity and record transactions daily
Back-up information daily
Learn from others
Take the opportunity to visit the show
Take opportunity to network, build contacts

21. You are the most important thing on the stand!
Attending Tradeshows
Tips for Tradeshows
Your appearance
Dress smartly- comfortable, cool
Wear comfortable shoes
Wear your own products
You are the most important thing on the stand!

22. Over to You!
Complete the worksheet to set objectives for attending a tradeshow and identify suitable metrics and measurement tools!