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 In the
late 1990s, when Gary Morgan was president and chairman of the board at the
Pacific Northwest Shoe Travelers Association, he helped put on its
Northwest Market. At one of these regional shoe trade shows, a newcomer
left after a day because no one was stopping by his booth. Morgan, now WSTA
vice president and an independent sales representative in the Northwest for
Naot, Klogs and Spring Boost, told the man, “My job is done. My job
ends at the threshold of this hotel.”
As Morgan notes, it’s up to sales representatives to contact
retailers and invite them to check out the new lines and styles they have
on display. “They (shoe reps) have got to put it out there,” he
says. ”They won’t have a successful show if they
don’t take the time to get on the phone and make their calls.
It’s very difficult for you to develop your business if you’re
not taking time to develop relationships and make calls to invite people to
your booth.”
Morgan was one of several shoe travelers who talked with WSTA about how to
maximize the return on the time and money that sales representatives and
shoe vendors invest in regional and national shoe shows. All agreed that
thorough planning and good organization are essential, especially since
independent retailers are attending fewer shows because of rising travels
costs and a slowing economy.
“The biggest change to shoe shows has been the loss of many
independent retailers, meaning fewer stores attend the regional and
national shows,” notes Chuck Conroy, an independent sales
representative for Propet USA who has worked as a shoe traveler in the Midwest
for more than 25 years. “On the other hand, reps are traveling larger
territories, so it is even more important to see as many stores as possible
at a show to avoid traveling to their locations. Fewer stores, larger
territories, and increasing travel expenses all mean that those who are
still attending shows find them important.”
Shoe travelers noted that regional shows are more important than in years
past. “I’ve seen a shift to the regional shows,” says
Morgan. “There are almost too many shows. With regional and national
shows, it just takes them (retailers) out of their stores more than they
like. If business is soft, you’re not looking to spend more
money.”
When the economy is down, regional shows get stronger because they are less
costly to attend, notes Mona Bennight, a Dallas-based independent sales
representative for G.O. Max who also works for the Southwestern Shoe
Travelers Association’s Southwest Shoe Expo. The show is now run in
tandem with the Women’s and Children’s Apparel and Accessory
Market. That’s in step with trends that have clothing boutiques
adding shoes as a sideline and retailers in general diversifying beyond
their “core” business, notes the Expo’s web site. As Bennight
notes, “Shoe shows will continue to evolve.”
Yet basics like setting up appointments beforehand are as important as
ever. Before calling retailers, sales reps usually send a fax, postcard or
e-mail. Sometimes an e-mail is all it takes to arrange an appointment with
a buyer or store owner. Whatever method is used -- some work better with
certain retailers -- shoe travelers should contact their best customers
first, then their smaller accounts and new prospects.
Sales representatives we interviewed schedule appointments for regional
shows from two and a half to four weeks ahead of time. For a national show
the time frame is usually a month to two months out. Don’t bother
retailers on their cell phones during shows unless you need to call them
regarding an appointment, cautions Bennight.
When scheduling appointments, Morgan blocks out an hour break so he
won’t feel burnt out late in the day. He tries to book two retailers
at a time, an approach that has benefits beyond good time-management.
“You’ve got the synergy of the retailers talking about,
‘I carry that style,’ or, ‘That’s done very well
for me,’ It really works well,” says Morgan, who pairs
retailers who have something in common, like the size of their store or the
stock they carry. Some prefer to meet with him privately, but most enjoy
being “double-booked.”
To help with the order process, sales reps provide line and order sheets
and, if they’re available, catalogs (vendors often don’t print
them until after a national show, using the feedback they get to nix some
styles). Because national shows are so busy, they’re often
isn’t time to write orders, so it’s important to leave
well-designed product information with retailers so they can follow up
later.
Conroy suggests having account histories on hand so buyers and store owners
can review them as time allows. “The most important thing to do to
make a show successful is preparation,” he adds. “Have your
displays looking good and organized.”
Morgan provides color photos (held together by a rubber band) of the shoes
he’s showing. “My customers really appreciate it,”
he says. Often they take them back to their stores to share with buyers and
employees before placing an order.
Jim McCabe, vice president of wholesale at Bass and a former sales
representative for several shoe companies, encourages reps to have a show
layout handy when telling retailers how to find your booth. That’s
especially true at the large national shows. “It’s important to
know where your booth is and where you are in relation to other major
vendors,” stresses McCabe.
Like others interviewed, he prefers to set up appointments, but that can be
hard for independent retailers to do at national shows because the events
are so large. In those cases, try to arrange an open-ended appointment, he
advises, or at least let them know “you’ll be there and you
want to see them.”
McCabe feels it’s important to support and attend all the shoe shows
in your sales region. “It builds consistency and loyalty among the
retailers,” he says. For example, if reps pick some shows one year
and others the next, a show that drew 100 vendors might have only a third
as many next time. That disappoints and frustrates retailers who return.
Shoe shows are an opportunity to network with other shoe travelers, adds
McCabe. Reps often share information and insights and do what they can to
help each other out, he says. It’s a change for the better that he
has noticed in the shoe traveling profession during the past ten years.
Entertaining retailers and buyers at shows is still common, though some
large companies have rules that put restrictions on the practice and
prohibit gift-giving. Someone who tries to “buy business” is
not only unethical, they won’t succeed in the end, because product is
what sells, stresses Bennight. She shies away from entertaining and says
parties after a show closes for the evening are less common. She finds that
many attendees are tired after a long day and don’t want to go out.
Of course, there are still buyers and retailers who want to enjoy some
social time during their out-of-town stay. “When they are away from
home, they’ve got to find something to do at night,” says
McCabe. “Why not spend some time with them?” During the day he
often teams with other reps to host a casual pizza lunch, which saves
retailers time and gives them a chance to unwind and meet other store
owners and buyers.
“I’ve always been a proponent of entertaining,” says
McCabe. “It’s not a bribe thing. It’s more a social
thing. It’s almost a common courtesy.” Adds Morgan, “I
think all of us do entertain retailers from time to time. It’s just a
way of it being a more relaxed atmosphere and a way to discuss your
business and business in general. It’s a way of giving back.”
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