As an industry consultant, my clients are mostly manufacturers marketing their products through electrical, plumbing, HVAC and PVF wholesale distributors. My favorite sources of information come from industry events. 

Recently, I attended two trade shows: the Plumbing-Heating-Cooling Contractors of Massachusetts and the Massachusetts Electrical Contractors Association. I am keenly interested in seeing who attends trade shows and why — as well as looking for new people, trends and ideas, and discovering what concerns and opportunities are being discussed. 

These shows are attended by contractors, manufacturers, rep agencies and distributors. It was encouraging to see many young men and women from local trade schools accompanied by their instructors. They all carried a dance card listing all the exhibitors; they had to visit each one, get it signed and write a summary of what they learned. 

I spoke with several of them; they had the highest energy level of all attendees. This talent pool would make excellent candidates for future development into inside and outside distribution salespeople. They were interested in learning about how exhibitors’ products and services could be potential career opportunities. I helped them understand and see more clearly the supply chain on display, why they were exhibiting, and the critical roles played by each manufacturer, rep, distributor and contractor. 

Be Prepared — Or Not

I visited every booth and observed that some companies developed a trade show strategy, and some just showed up. It wasn’t hard to differentiate between the two. 

The Boy Scout motto is “Be Prepared.” The first booth I encountered was prepared. Four people were staffing the booth; they represented a large regional distributor. They approached me, said hi, asked me if I was familiar with their company and did I know what made them different from their competition? 

I asked one of them if she could summarize why they were here. She responded without hesitation, “We’re here to meet, inform, share, compete and beat!” I was impressed.

Upon approaching another booth, two guys were seated and scrolling through their phones and occasionally looking up. I caught one’s eye and asked how the show was going. He said it took him an hour to set up, and he’ll probably have to carry all this stuff back out at the show’s end. 

I commented that if he sold the stuff, it would solve that problem. He responded that he normally doesn’t work the shows but drew the short straw. I asked him if his name was really Sally. “Damn,” he replied, “I took the wrong name badge.” I told him it was also upside down. 

My next stop was a booth representing the state electrical and plumbing inspectors. They could recite the plumbing and electrical codes like my pastor cites scripture. They pay attention to details, help contractors apply their trade safely, according to code, and eliminate expensive callbacks. 

The trades overlap on new construction and remodeling. These inspectors were discussing as an example that the plumbing/HVAC contractor sells and installs mini-split air conditioner heat pumps and often hires a favorite electrician to finish the wiring part of the job (the wire matters). 

The young trade school students were learning a lot as these inspectors talked about common problems encountered when the wrong wiring is used, in some cases, having to rip it out and replace it, which can be embarrassing and expensive. These inspectors are committed to helping the contractors get it right the first time — an important lesson for the trade school students.

My next stop was a very large national electrical distributor; the local company had recently been acquired by them. Its booth was visually attractive, uncluttered. Staff members were engaging people and asking if they had any questions about their choice to become part of this national company. It was obvious they had worked on the message; you could feel their pride in being part of their new company culture. 

I asked if they prepared for the show. “Absolutely,” she said. “We acquired a list of all attendees, their company and personal information. We researched each, making sure any of our customers felt the sincerity of our gratitude. We also prioritized any name associated with being a competitor’s best customer. Each phone number was given to an inside salesperson and the name was added to their personal customer assignment.”

She added that a special thank-you show gift card was provided that could only be redeemed by the assigned salesperson, whose responsibility was to make sure this customer came back again.

Lowest Price is Not the Answer

A lunch buffet was available, so I grabbed a plate and sat down at a table with six guys who worked for a large contractor. I introduced myself, asked their feedback about the show and the companies and people they had met. 

I asked them, “In a few short words, what do each of you want from a supplier company and their sales and customer service team?” Surprisingly, no one responded, “I want the lowest price!” This is what they said and how they ranked them:

1. Courtesy
2. Common sense
3. Enthusiasm
4. Gratitude
5. Sincerity
6. Humility
7. Respect
8. Sense of humor
9. Real people, no chatbots
10. Urgent service 24-7

On my way out of the show, I noticed that Sally had a new name tag, and his name was really Fred. He and his mate were busy taking selfies for their social media channels and to have evidence to show their boss that they were working the show. 

I asked to see the pictures. I asked if they noticed the people in their selfies walking by their booth. “No big deal, the show’s about over anyway!” they said.  

Another lesson learned: there’s a big difference between being there and knowing why.  

Ernie Coutermarsh spent 50 years at F.W. Webb Co., retiring in January 2020 as senior vice president of industrial business development. Today, he is a consultant, advisor and mentor to the wholesale distribution industry. Coutermarsh can be reached at ernestcoutermarsh@gmail.com and www.linkedin.com/in/erniecoutermarsh.