Trade Shows: Will People Attend?
If We Plan It, Will They Come?
Both of my parents lived through the Great Depression. Dad was born in 1924 and mom in 1925. When we were kids, they would discuss the hardships they endured. My brother and I were talking about this recently. He made the observation we were half listening at best and I think he’s probably being generous. To be honest, their stories were un-relatable to kids who never wanted for much.
Later in life, I would marvel at how my parents seemed to find joy in the simplest things: going to church, drinking a cold beer, enjoying a quiet game of cards. They took nothing for granted. Looking back, I believe their experience during the early 1930s taught them the value of the things we assumed would always be there in abundance.
Don’t you miss visiting clients?
Wouldn’t it be great to sit next to a coworker and look at pictures of her grandkids?
And, oh, if only a sales meeting were coming up. <<sigh>>
Someone asked me recently if I felt people would return to trade shows and I immediately thought of my parents. I thought about the things in my own life that have been taken away due to the virus, things I never thought I would miss, from walking into a grocery store without having to wait in line to attending church on a Sunday morning. Whoever thought those things would be gone?
A haircut was once a chore. Now, we anticipate the inconvenience.
A two-hour wait for a walk-in appointment at the Apple Genius Bar? I’m in!
Visiting that annoying/boring/high-maintenance customer was dreaded. Now, we can’t wait to be annoyed/bored/troubled to be of service.
Trade shows are expensive and time-consuming. They take us away for a few days. Our senses are overwhelmed with lights and sounds and crowds. The food is terrible.
And I can’t wait!
Put PRINTING United on your schedule (Oct. 21-23) and plan to attend. I have no chip in the game when I say this. I just hope you feel the same way I do, anxious to return to an event like this with a new outlook.
Yes, I think people will show up for trade shows and conferences and even small open houses. When the world starts turning again, a lot of what we took for granted will seem special. Some day you’ll tell your kids and their eyes will glaze over. Let’s hope, for their sake, they never have to live through something to help them understand and appreciate.
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.