Here are the best things I read, watched, or listened to last week.

3,200 New Words - Yea, it’s brat summer 😂

One of the Best Quotes Ever on Company Building 

The 15 Most Valuable Creative & Iconic Ads

Chipolte CEO Takes Over Starbucks (And instantly adds 20B to the Stock)

Handing off projects to Summer Interns - 😂

Book Rec: The E Myth by Michael Gerber - it’s soo good.

Mastering Tradeshows: Your Ultimate Guide to Crushing It

Tradeshows can be a goldmine for your business if you play your cards right. Having been through my fair share with Tenzo, I’ve picked up some strategies that can help you maximize your impact. Let’s break it down into three key phases: pre-show, during the show, and post-show.

Pre-Show: Set the Stage for Success

Preparation is everything. Here’s how to get ready:

• Set Clear Goals: 🎯Know what you want to achieve. Are you aiming for leads, brand awareness, or networking? Having clear objectives helps you focus your efforts.

• Promote Your Presence: Let everyone know you’ll be there. Use social media, email newsletters, and your website to spread the word. Build hype!

• Plan Your Booth: Make sure your booth stands out. Invest in eye-catching displays and have plenty of swag to give away. A killer booth can draw in crowds. There are usually helpful deadline calendars provided by the Show hosts. 

• Schedule Meetings: Reach out to key contacts beforehand and set up meetings. Don’t rely on chance encounters; make sure you have a solid lineup of appointments. Check with the Show host for any pay-to-play opportunities for connections with your list of decision makers you’re hoping to meet.

• Admin Work: make sure you get everything done… you often need a Certificate of Insurance, electricity, water (maybe), and other things. 

💡Bonus tip: booking early usually results in significant savings💰 across everything you need to buy. The last thing you want to do is rush at the last minute. You will pay for it!

During the Show: Maximize Your Impact

This is where the magic happens. Here’s how to make the most of your time:

• Engage Actively: Don’t just stand there—engage! Be proactive in starting conversations and showcasing your products. Enthusiasm is contagious. I’m often exhausted by the end of each day, because I give all my attention and energy to drawing people in for a sample and chat. Freebies and samples are a great ways to engage. Lastly, you don’t want to be the booth where everyone is sitting down. 

• Collect Leads Efficiently: Have a system in place for collecting leads. 🪶Whether it’s a digital scanner or old-school business cards, make sure you capture contact info efficiently. For Tenzo, we always will buy the scanner. It’s the best way to get all the information you need and it only takes a few seconds to scan. 

• Network, Network, Network: It’s not just about the people who come to your booth. 🚶🏻‍♂️Walk the floor, attend sessions, and network like crazy. The more connections you make, the better. Often times, your customers will be at other booths at the show - so go and see them! Also, in sales for big deals, they frequently come through referrals and connections, so the more friends you can make in the industry, the better!

• Demo Like a Pro: Have a polished, engaging demo ready to go. Make sure it highlights the benefits of your product or service and leaves a lasting impression.

💡Bonus Tip: Usually, there are many events going on around the show hours. I know you’ll be tired, but this is crucial “non-selling” relationship building time. You’ve got to get out and make friends!

Post-Show: Follow Up and Seal the Deal

The show might be over, but the work is just starting. Here’s how to keep the momentum going: ⚡

• Follow Up Promptly: Don’t let those leads go cold. Follow up within a week with personalized emails or calls. Show them you value their interest.

• Stay Connected: Keep the relationships you started at the show alive. Connect on LinkedIn, set up follow-up meetings, and continue the conversation.

• Review and Reflect: Gather your team and debrief. What were the big wins? What were the challenges? Use these insights to improve your strategy for the next tradeshow. Bonus tip - be sure to do an inventory of all the items you use in the booth, including looking at the props to see if they need extra cleaning, repair, or replacement.

💡Bonus Tip: Make sure you’re tracking leads by source from each show in your CRM. You should be able to look back three, six and twelve months post-show and know that it’s worth the expense. 

Bringing It All Together

Tradeshows can be a game-changer if you approach them strategically. From setting clear goals 📈and promoting your presence to engaging actively during the show and following up effectively afterward, every phase is crucial.

By mastering these steps, you can turn tradeshows into a powerful engine for growth. So, gear up, get out there, and make your mark!

Have any tips or experiences to share? Drop them in the comments below and let’s learn from each other!

Stay awesome. 🤙🏻

Inventory takes money! 💸 In early Tenzo days, we received a massive Purchase Order for a dream partnership deal but didn't have the cash on hand to make it happen. No worries—used working capital to finance the inventory, and the 6-month payback period 📆 gave us the breathing room to get paid for the sale, cover the loan, and reinvest the profit back into growth. This is how you keep the momentum rolling. 🚀 If you need a trustworthy lender with competitive rates, hit me up — I’ll introduce you to my friend over at Deep Ocean Partners. I know they can offer 2.5x - 8x longer payback and other game-changing terms.

That’s it for this week! Keep setting the bar higher, and make sure to share those big wins and even the tough lessons. 🚀 By the way, what’s the coolest thing you’ve seen at a trade show recently? Let’s keep the ideas flowing and lift each other up! Hit Reply 🪶

Peace out 👋

Steve

Founder Tenzo & Commerce Chronicles

PS: If you made it this far, feel free to share it with friends!

PSS: If you want to sponsor Commerce Chronicles - we’re offering extremely good starting rates. Hit me up!