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Regularly attending trade shows is an excellent way for distributors to stay on pulse with what's happening in the jan/san industry. It's also a great way to build professional contacts, discover potential new partnerships and mingle with colleagues and old friends.

But the thought of attending a major national trade show, such as ISSA/INTERCLEAN North America 2009, can be daunting when considering all the ground you need to cover in a span of less than three days.

Maintenance Supplies caught up with two industry insiders to get advice on best practices for making the most out of the show. Alberto Martinez, director of sales, Mercury Floor Machine and Sandia Products, is a 10-year veteran in the jan/san industry and has attended ISSA annually since 2000. Myron Schultz, director of sales and marketing, Lambskin Specialties, has witnessed many changes at ISSA throughout his 24 years' experience attending the show.

Martinez and Schultz both agree there are specific strategies you should employ before, during and after the show to maximize your time and efforts.

In order to make the most of the valuable resources (e.g., time and money) you spend on registration, transportation and lodging, it's important to set clear goals, prioritize your time and follow up on promising leads after the show.

Preparation: before the show

Successful navigation of any trade show begins with preparation. Martinez says how well you've prepared ahead of time is a good indicator of how successful you'll be at the show.

Establishing clear goals for the show is a must. Schultz suggests setting these three goals:
1. Solidify relationships with current vendors
2. Be open-minded to new products and vendors
3. Continue the dialogue after the show

The first two goals involve meeting with current vendors and potential new vendors, but it may be impossible to make time for everyone, plus meet each new vendor with a product that piques your interest.

So how do you carefully decide who to meet, and who to bypass? First, examine the exhibitor list and determine who you must see. There is a variety of reasons you may want to meet with a vendor or manufacturer. It could be a current vendor with whom you have an unresolved (negative) issue that needs working out, or a current vendor with a new product line you'd like to learn more about.

In addition to those vendors, find out who your top five profit makers are and be sure to arrange a meeting with them. Martinez encourages distributors not to pass up the opportunity to meet with key profit drivers.

"Trade shows are your only opportunities to meet with the owners and representatives of the companies you're dealing with," says Martinez. "In many cases, the ownership of the two entities is similar. This gives you a chance not only to see what's new with their products, but also share business tips. The question doesn't always have to be 'what's new?' but rather, 'what's working for your business?' "

After determining your top profit makers and other integral vendors, you can begin making a list of potential new vendors.

When it comes to deciding which new vendors to meet, Martinez suggests taking cues from your competition to narrow down the hit list.