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Love ’em or hate ’em, end user shows are here to stay

When it comes to discussing end user shows, it seems there are distributors who attend any chance they get… and then there are some who think they are a colossal waste of time.

We know these shows can be a slightly controversial topic, but there are solid arguments to both sides.

Why some distributors hate end user shows

The concern is that the end users could shop around for a new distributor, or that suppliers won’t talk to end users like end users, but rather as distributors—and there is a difference in how we speak to you versus how we speak to them.

Another concern is that suppliers will share net pricing with end users, hand out business cards, or promise to send samples direct. If suppliers are doing this—especially without your knowledge or consent—it might be time to find a new supplier for that product or market.

Why some distributors love end user shows

The thing that people love about these shows is that it’s a great place to see and feel the products (in case your showroom is too small—or non-existent!).

So many ideas in one space… how can a showroom compete with that? Distributors present a lot of options to clients online and in catalogs, but seeing the products in person can often be a game-changer—and lead to unexpected sales.

Plus, there is a perk of suppliers talking to the end user: suppliers really get the product—especially if they are the ones making it. Let’s face it, your product line is likely enormously diverse. While you know what works for certain clients or events, sometimes a little extra education from the supplier can help clinch the deal.

Who to invite to end user shows

If you decide to attend any end user events, only invite your most qualified clients. Or more specifically, qualified buyers.

True, there are instances where inviting their entire decision-making team is a good idea. For example, if they are a trusted client with repeat orders, find a show that takes place before they set their advertising or marketing budget for the next year. This will give them a great opportunity to look at and test out the products that will really work for their promotion—and their budget. Having the whole team there to make the decision moves the sales process along faster for you.

But for the most part, take just one client. If many of your clients are vying to go, hold a raffle and offer the event ticket as a prize.

Always check with the show registration first to see how many you can invite. Some shows allow multiple end users per distributor, others allow just one.

Where to find end user events

While some of the larger distributors have open houses for their clients, regional industry organizations often host events that end users can attend:

Here’s a creative tip for end user shows: send end users an invitation to these shows on a promotional product, made by someone in their industry. Bonus points if it’s made by someone who will be exhibiting at the show. What better way to start a conversation?

Let’s wrap this up.

Are we missing some end user events? Let us know of any annual end user events that you host or attend in the comments below.

 
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