Thread: What do suppliers think we should know?

Suppliers, this one to you.

What should distributors be asking when they see you at the Expo, ASI, table top shows, etc.?

There must be questions you think we distribs should ask, but don't. Or info we should need, but don't seem to have.

Here's you chance to advise the distribs in being smarter show attendees and using your time wisely.

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Originally Posted by tedp

Great stuff! Anyone else?

Glad you asked! I am all-to-happy to answer this question.

1. I would first ask the rep, "in thirty seconds or less, tell me why I should do business with you for _____________ (fill in the blank, i.e. pens, pins, cups, t-shirts, etc.) over the dozens of other companies right here in this hall?" I call this the "elevator pitch." If you don't know what the elevator pitch is, think of yourself trying to crack a large account. You've tried for months or years and then one day, you find yourself in an elevator with the most important person in that company. Now you have your chance to tell your story to that person because he/she is captive in the elevator. However, you only have a few seconds to tell it because the person will get to their floor in a few seconds so, you have to be brief and to the point. Hence, the "elevator pitch." (I can't take credit/discredit for this story - I read about it a long time ago).

At last year's PPAI show, when I was deciding if I wanted to join the club and become a supplier to distributors, I talked to over 80 of my competitors. I asked everyone the above question. I heard the same answers over and over and over. ("Best prices" "Greatest customer service" "Quick turnaround".

Now, I'm not disparaging my competitors - especially since most are much more successful than I am in terms of revenue and customers. However, if a rep can't easily tell you why you should do business with them in a quick, convincing, authentic and substantial way, they should not be in a trade-show booth.

I would tell you my elevator pitch but I would probably be flamed for selling in my response. If you just read my signature lines below, you can probably guess what it would sound like.

2. Ask what is their hot product(s). Ask why they're hot. Ask how other distributors are selling so much of this product. What are THEY doing that you are not doing?

3. Ask what other distributors are loyal and place a large amount of business with them. This could get you an evasive answer because a rep never knows who they are talking to (like me at last year's show) but you might learn something from this question.

4. Be honest. I sell pins, coins, buttons, etc. If you have never sold any of those and really don't think you will ever sell one, I would like to hear that. I may try to point-out how you're missing opportunities but if there is no hope, I won't waste my time/money emailing, faxing and calling you.

5. Ask for x amount of catalogs only if you really need x amount. At the risk of sounding cheap, I buy those and they're expensive. I'm happy to give them to you but I will admit a little part of me is thinking, "there goes $15, or $25 or whatever!"

If I think of more, I'll post again.

Questions to ask Suppliers:

Who services my area?

I would think that this is a good first question to ask, so you can either speak with that person on-site, or in the future, as the help they give you, may be directly a part of their income or least of all one of their prime responsibilities. Although not all of the reps are always available, it's good to know, who is there for you, down the road.

Do you know of any case success stories, with your (Supplier you are visiting with) line, that have been successfull in __________ industry? (Industry I work into with my customers)

Do you have any specific products that you would recommend for this ___________ industry?

How can I create some distributor self promos with your products at a cost that will both help me to promote your product, and get more sales opportunities for both of us, and not cause you to lose money on this self promo order?

If I would like to present some of your products to some of my customers, to whom may I send logos of my customers to, to create virtual samples and or spec samples for presentation.

Do you have catalogs or random samples that I may have here? Either to take home or in the case of some of the larger events like the PPAI Expo, to place in the convenient boxes that are available for shipment via Fed Ex on-site at the Expo.

There are a few questions, that may be good to ask, depending on the situation.

Isa, notice a trend already.....suppliers want to be asked questions. I know its a big show, but distributors really need to WORK the show. Don't race down the aisle like OJ Simpson. Even if you don't sell plastic drinkware (or whatever), stop by & quickly ask, "Why should I sell your product"? If you don't get a succinct answer, get the heck out of Dodge. What can you tell about my business with a sideways glance as you motor down the aisle? Did you notice we offer 24 hour service at no extra charge, that we are family owned & operated & have been doing this for 44 years, that we just received our 11th Star Supplierr award at the awards banquet, that all our product is made in the USA? Nope, if you happened to be looking our way as you passed by, you noticed we sell plastic drinkware, & you don't sell plastic drinkware. You know what, a lot of your peers sell our product to clients that don't necessarily want plastic drinkware either. But because they have worked the show, they can offer our line to folks that have an event this weekend & just would love to hand something out.

I own this business, my sister is my partner, my dad (Dooley) founded the business & I attend every trade show. I attend so that I can pass on my expertise to those of you who wish to strike up a conversation. Your job is to find me & suppliers just like me...and you won't do it from the center of the aisle.

GREAT TOPIC!

Given the small amount of time that distributors have to cover a show.... I would start with the question to the supplier. "Tell me three things I should know about your company and your line that will help me sell more of your product." If you are interested in the three points you are given, ask any follow up questions you feel necessary. Maybe, What products from your line would work well for clients I have in the _____ industry? Who would I speak with at your company concerning custom projects? What is your sample policy? or a whole host of other questions that might be important to you the distributor.

However, if the response from the supplier to the first opening question is not to your satisfaction and does not seem compelling enough, just thank them for their time and find a supplier in that category that does give you reason to spend more time.

Bottom line, questions are so much more productive for everyone learning about a line rather than just racing from booth to booth scanning your badge. We all spend a lot of money to SHOW our product at these events and nothing is more frustrating than a distributor that does not even look at the line for a second before asking to be scanned.

Funny story (I think)... One time I tested my theory about some attendees and how much they "work" the show. A man came rushing into my booth and fumbling through his stuff, he never even looked up and asked me to scan his badge and send a DOZEN catalogs. I asked him bluntly, "What is it that I sell?" His response, "I do not know, but I will look at your catalog, and give you a call if I am interested." This was a very eye opening experience. And I had a 20 x 30 large island display with product all over. For him I coul have set up a card table with a scanner and he would have done the same thing.

Originally Posted by jimknecht

Isa, notice a trend already.....suppliers want to be asked questions. I know its a big show, but distributors really need to WORK the show. Don't race down the aisle like OJ Simpson. Even if you don't sell plastic drinkware (or whatever), stop by & quickly ask, "Why should I sell your product"? If you don't get a succinct answer, get the heck out of Dodge. What can you tell about my business with a sideways glance as you motor down the aisle? Did you notice we offer 24 hour service at no extra charge, that we are family owned & operated & have been doing this for 44 years, that we just received our 11th Star Supplierr award at the awards banquet, that all our product is made in the USA? Nope, if you happened to be looking our way as you passed by, you noticed we sell plastic drinkware, & you don't sell plastic drinkware. You know what, a lot of your peers sell our product to clients that don't necessarily want plastic drinkware either. But because they have worked the show, they can offer our line to folks that have an event this weekend & just would love to hand something out.

I own this business, my sister is my partner, my dad (Dooley) founded the business & I attend every trade show. I attend so that I can pass on my expertise to those of you who wish to strike up a conversation. Your job is to find me & suppliers just like me...and you won't do it from the center of the aisle.

Isa, great thread . .

I do think that for every individual contact opportunity, it will be different.

The "elevator ride" statement theory, works in some instances.
The "top three" items from your line theory works in some. . .

In the case of the PPAI Expo, as the slogan for the show states:

It's One Custom Fit

Plan to have a Plan for the time you are going to have there, and get through that Plan. If this means that you are going to do some homework on some of the lines that you want to see, then that's what you do, ahead of time, and map out your route.

If one is able to get to that show, and spend 2 or 3 days, I always feel that you should make sure that you see the 40 or 50 Companies that you know you want to see, either by your past work with them or other referrals get that done first, and then spend the time doing the "Grid Walk" from aisle to aisle.

For however large the show is, if you map out where you want to for sure stop at these stops, you CAN easily get these targets done, if one focuses that that's important to them. There are many shortcuts on the floor, and as one who helps my 8 or so lines on the floor, I usually find all of those shortcuts, on Tuesday before the show opens.

Good Luck

Great answers!

I've posed the question, "What distinguishes you from the other ______ suppliers?" and had mixed results in getting an answer. Always very impressed when someone has obviously thought out or given such a reply beforehand.

Follow up question #1 - when you tell me about your best sellers, I want to know if that is true for my region. Not everything sells in Hawaii (or formerly California) the same way it sells in Kansas. Are supplier's or their reps able to answer that?

Follow up question #2 - delighted to hear that those of you posting would appreciate us distribs spending more time in the booth. How much time is about right, because we also know you have thousands of other [potential] customers walking by, needing their badges scanned, wanting attention, etc. About how long, in minutes, should our conversation be? (Assume it is constructive & on target)

Follow up #1
Best sellers is always a tough one. The client target will set the direction on that more than anything. A hospital or a law firm, best sellers in each caegory would probably differ greatly.

Follow up#2
Depending on the traffic, I have no problem spending the timeas long as we are being productve. LAst day end of show, there is more free time than the middle of the day on day ONE. You as the distributor spend as much time as you think is worth it for you. If you can get what you need done in one booth in one minute and 20 minutes in another, that is what you should take. Our job is to adequately staff the booth for the average traffic of that show. Take your time, I'll never kick you out!

Originally Posted by 3Koi Maui

Great answers!

I've posed the question, "What distinguishes you from the other ______ suppliers?" and had mixed results in getting an answer. Always very impressed when someone has obviously thought out or given such a reply beforehand.

Follow up question #1 - when you tell me about your best sellers, I want to know if that is true for my region. Not everything sells in Hawaii (or formerly California) the same way it sells in Kansas. Are supplier's or their reps able to answer that?

Follow up question #2 - delighted to hear that those of you posting would appreciate us distribs spending more time in the booth. How much time is about right, because we also know you have thousands of other [potential] customers walking by, needing their badges scanned, wanting attention, etc. About how long, in minutes, should our conversation be? (Assume it is constructive & on target)

Isa, I would not try to get too much detailed info during the show. For a distributor, time management is critical. If you find a supplier that interests you, have a technique to arrange proper followup. The best I see are distributors that use tape recorders or digital cameras.

Erin,

I agree and I have always made a concerded effort to be aware of those looking like they need assistance and cutting short any chit chat for the chance to speak to an interested distributor. The difficulty is when you have a current good customer and honoring their needs at the same time as opening up opportunities with those that have not done busniess with you YET. Key is proper staffing as well as all pooth personnel having a sense for helping as many distributors as you can without anyone feeling slighted.

Originally Posted by eronan

I will add that so many times I have been standing in a supplier's booth waiting to talk with someone and all the sales people are talking with people who are obviously long time customers/friends who know the salespeople well. I know that the shows are a good time to connect with people that perhaps you only speak with on the phone most of the year, but sometimes I feel like an ignored potential customer in those situations.

I would never be impolite and interupt those friendly conversations but I believe that lots of suppliers have missed opportunities by spending too much time with the people they already know and do business with.

Originally Posted by heinzen

Great thread! Thank you distributors for your input. It is always good to hear ideas from the other side of the table!
Jim:frosty:

Hrmm but you are a distributor too so how is this "the other side of the table" ??