By: Marieval Yebra
If you have ever worked for any small business, especially in the service industry then you know the importance of a trade show/ expo. If you haven’t worked for any businesses that make it a point to go, then more than likely than you have been to one. There are many different types of industries that hold trade shows/ business events/ expos. It gets names out there, and contacts are made.
Here are some reasons why business events/trade shows/ expos are good for the cannabis trade:
- Networking
One of the most important factors when it comes to any business is Networking. Can’t stress that one enough. We have all heard of that saying “it’s not what you know but who you know.” Well, this applies here because it is very true, especially when it comes to herb. Before dispensaries, we all got our supply/stash by networking. We all knew someone had herb (who usually got it through someone else) or we knew someone who knew someone who could get it. Networking is how this trade/industry got started.
Networking is not only one of the most important factors in business but also one of the best things that happens for you when going to these type of events. You meet dispensaries, growers, start ups, etc. you meet potential customers and business associates.
- Exposure
Another important thing when it comes to business especially dispensaries is exposure. With dispensaries opening on a constant basis since the legalization of marijuana you want to be able to get your name out there ASAP. These events are the perfect first impression to get your business out there. It’s more personal than a website and more informal than a cold call. Potential customers will get to know what you have to offer and business associates will see what you can bring to the table.
- Customers
Yes, the most important thing is customers. Even though trade shows/events/expos are mostly introductions and swag giveaways. But there is potential to walk away with customers and sales right then and there. After all, that’s why you’re there is for consumers to buy your goods or services. Yeah, most of the time you won’t have your complete inventory, but you will have enough to get them interested. Just enough for a taste.
- Samples
Yes, I said samples. That’s right. I know if you’re a business owner it can be pricey, but it can also help to get your business exposed and get some potential customers. Instead of people just going by internet ratings and websites that promote false promises you can show what you have to offer right then and there. Word of mouth is a huge tool of the media. People talk, and that’s why this reason is really important, its getting people talking and that’s what you want. Let’s just hope that you’re getting good reviews and not bad.
There are only a few reasons listed, but they are the most important factors in any business. In my experience trade shows have been insanely helpful with one of the old companies I worked with in the past. I used to clean houses for a living and my old boss being a small business owner took part in the home shows around the area. Not only did it get us exposure it helped me get some great sales experience as well.
Personally, I’m not the best person when it comes sales and I have worked as a telemarketer. Expos helped me meet the people that I was trying to sell to if anything. It really makes the sales experience different too because you think to yourself “I need this person to need my service/product, I need the money.” It gives you motivation. Motivation is key to good sales.
If you do decide to take part and get your dispensary out there remember the following:
- Be courteous
Remember that people are going there out of choice because they want to give you a chance and see what you have to offer. They will be your future customers or associates you want to set a good impression, and you need them more than they need you.
- You set the image for your business
You are the one people will be seeing, do a good job in presenting yourself.
- Know what you are selling
I can’t stress enough on how important this is. “I don’t know” is not something that anyone wants to hear. Especially those interested in spending money or making contacts.
- Attitude
This goes along with being courteous; your attitude is the biggest thing that attracts people to you besides your image. People want to talk to someone that has a great attitude and knows how to hold themselves. Don’t be a snob, but don’t be a pushover. You’re there to sell.
I hope that this has helped anyone thinking of doing or not doing a cannabis business event or any event. Remember that different states and counties have different rules and regulations for any and all events so be sure to check their guidelines first.
