Question 1: My company has asked me to represent them at an industry trade show. I typically abhor this duty. Do you have any suggestions for optimizing my time and getting the most out of it? Any Do’s or Don’ts?

 

Answer:

When you get down to it, industry trade shows are what you make of them.  As a veteran observer of the trade show scene, having attended and exhibited at dozens of them over the years, and hosted a few of my own, here are some recommendations, dos and don’ts.

First and foremost, don’t take the “I really don’t want to be here; it’s my turn” attitude.  Take a positive approach, and you’ll actually enjoy yourself.

If you have a speaking engagement, whether as a panel head, panel member, or subject matter expert, put in the same time and effort as if you were presenting to your Board or trying to win an account.  You never know who’s watching; remember, you’re auditioning whether you know it or not.

Unless you’re the keynote presenter or a paid speaker, take a little extra time and hang out for some additional conference time.  You’ll keep your finger on the pulse and the event sponsors will appreciate it.

If you’re attending the full conference, you should approach it with my three “golden goals”.  These are the things I personally try to accomplish at each and every event:

Goal One:  Attempt to enhance a relation with an existing client or key contact.  Whether it’s golf, dinner, or drinks, take advantage of being in the same place at the same time.

Goal Two:  Try to hook up with a new potential customer or JV partner, or someone of interest.  A scheduled half-hour over coffee can be the beginning of an important relationship.

Both One and Two must be tightly orchestrated and set up well before the conference.  With most people doing two or three jobs nowadays, time is scarce and must be respected.

Goal Three:  Try to pick an event – breakout session, keynote speaker – where you think you’ll gain something.  Whether it’s insight into a new product or market; a technical, legal or CE section; or simply the uplift provided by a Rudy Giuliani speech – it could well be worth it.

If you attempt to fulfill these three simple goals, chances are you’ll achieve them.  You’ll leave the conference feeling you accomplished something. If you are going to the conference to get on-the-spot business, you’ll usually come away empty handed and disappointed.

Some Dos and Don’ts:

Do:

  • Wear comfortable shoes, particularly if you’re going to be on your feet in an exhibit area, which are typically thinly carpeted concrete floors with no give.

  • Try to retain eye contact with the person you are engaged in conversation with.  Resist the temptation to scan the crowd.

  • Lighten up on the jewelry and cologne or perfume.  It’s not a nightclub.

  • Go to the cocktail parties.  They’re usually well attended.

Don’t:

  • Ever, ever drink past your limit.  Trust me, someone will notice and remember.  It could hurt your career.
     

  • Gossip or talk shop in an elevator or health club with other people nearby.  Chances are they’re conference attendees.
     

  • Aggressively pursue the opposite sex.  Minor flirting can be fun, but hitting on that hot guy or gal can be disastrous.
     

  • Opine too much, particularly on politics, religion, or sex.
     

  • Tell long jokes, ethnic jokes, ribald jokes… in fact, don’t tell any jokes unless your name begins with Jay and ends with Leno.

Some additional thoughts:

  • Small dinners (six or less) are better than big ones.
     

  • Pace yourself – if it’s a multi-day conference, schedule time for rest, a workout, calling home.  Recharge the batteries.
     

  • Take advantage of the conference venue.  Get out and see something interesting in Boston, New York, or San Francisco.  Vegas conference?  Take a side trip to the Grand Canyon.  In Arizona?  Climb Camelback!  You may not get to these places again for a while.
     

  • Go ahead and bring your significant other or even your children, but let them know you’ll be “workin’ it” most of the time.

 That about covers it – be strategic about your next conference and you’ll get more out of it.  One more thing – bring plenty of business cards!

 

Question 2:  The sales force is being reduced at my current company and I am in the process of looking for a new position. It’s been a number of years since I last interviewed. Do you have any tips on how to successfully navigate the interview process?

Answer:

The same skills that make you good at your chosen career will help you succeed in every interview.

You should have three simple goals for your interview:

1. Get information

2. Give information, and

3. Make a new contact or possible friend.

Getting the job offer is a by-product of multiple interviews, not necessarily the goal of the first meeting.

Here are 10 tips to help you prepare for your next interview:

1. Keep it brief—When you’re asked a question, give a laser-like answer, don’t ramble. Make your point and move on – silent pauses during the interview process are okay, and may work to your advantage.

2. Ask intelligent questions—ask smart business questions that demonstrate your level of mastery of the business.  Researching a company nowadays, with websites and public search engines, can be done in minutes.

3. Never, ever badmouth your present company—Don’t say anything negative about your present company or your boss even if you hate them. If you’re still working there and collect a paycheck, you owe them that, at the least.

4. Be forthright—talk about everything you do up to the point before you’re giving away trade secrets. If you’re overly closed mouthed, the people you’re talking with may wonder why you’re even there.

5. Remember all the basics—All those rules your mother probably taught you still ring true: Don’t talk about politics, religion, or sex. You’ll want to maintain good eye contact, don’t wear cologne or perfume, go light on the jewelry, have a firm handshake, and don’t slouch.

6. Don’t ever use profanity--Even if interviewer swears, you should not. No one lost a job opportunity by maintaining a classy profile.

7. Let the interviewer talk—if the interviewer likes to talk, let him or her ramble. In fact, if the interviewer does 90% of the talking, he or she will think you’re a great conversationalist!

8. Treat the interview as a sales opportunity—and the product is you. You’re in the business world, so you know how critical those first 15 seconds are. Even if you’re not sure you really want the job, you should sell yourself. You can always turn the job down.

9. Ask for the order—If you really want the job, and the opportunity presents itself, don’t be afraid to ask for the order. Many people have blown a good job opportunity by playing it too cool. Conversely, even if you’re desperate, don’t act like it--nobody wants to hire a desperate person because they scare people.

10. Ask the interviewer questions—Ask the interview some open-ended questions. Find out about their background, how long they’ve been with the company, what’s their vision for their business unit. Most people love to talk about themselves. Also, my clients judge people by questions they ask - don’t you? Ask good follow up questions—the kind of questions you won’t know ahead of time. After all, you can only prepare so much…timing, fate and chemistry still count. But heeding the 10 tips will improve yours odds.

 

DAK Associates is a national, executive search firm based in suburban Philadelphia, specializing in Financial Services.  Email your questions to be answered in upcoming columns to sbennett@dakassociates.com.