So tell me. Why wouldn’t someone absolutely jump at the chance to get this done in just four days?
For those of you who just said, “I am, I am,” please bear with me. I’d like to issue you a challenge. For those of you who are still wondering why you should go, don’t stop reading. And anybody who’s ready to quit reading, hold on to this magazine.
And it’s not just the product. If it were just the product, maybe some of you would have a point. After all, I guess you could always stay up to the wee hours, thumbing through catalogs or scouring the Internet. But there’s an essential element missing from this approach — people. Talking with people who share your interests, who face similar challenges as you, who understand your world is priceless.
It’s good for you and for your business to step back occasionally. In the rush of day-to-day concerns, it can be difficult to make time just to chat. You need to get away from the daily grind so you can actually focus on your business and spend time with people who can help you.
Plus, do you ever get frustrated when trying to explain a problem over the phone or via e-mail? Not only does this problem go away when you’re face-to-face — but, hey, together you can come up with a great solution.
Talk with your suppliers about what you need and what they can do for you. A little back-and-forth is usually the quickest and most effective way to understanding each others needs. When it’s time to strike a deal, you’re likely to get one that’s not only good for both, but also a better deal all around.
OK, you’re worried about running into the competition. Some people think you should never share anything with your competitors; they’ll only use it to get an edge on you. But what about the guy from six states over? He’s not much of threat to your business — but there’s a good chance you can swap ideas on merchandising, promotion, events. There’s always someone who’s already been further down the road you’re traveling. There’s a good chance he or she will be at the show, giving you the chance to gain from this experience.
And then there are the little guys. These businesses are not yet big enough for distribution, so you’ve probably never heard of them or their products. They’ll be there, so look for them. These upstarts might have just the thing your customers will want.
These days, we use our cell phones, e-mail, the Internet, even fax machines (still) to get things done. We seem to avoid live interaction in favor of leaving voice mail or shooting off a text message. After all, it’s the quickest, easiest way, isn’t it? Well, it ain’t necessarily so. Five minutes of face-to-face is worth one week of e-mails and telephone tag. In fact, unless we take the time, we don’t ever seem to have the time for the simplest of human communication: a conversation.
Isn’t your business worth it?
Just as vehicles are more than the sum of their parts, your business is more than products. When someone buys a powersports vehicle, they’re buying more than a frame, engine, drivetrain, exhaust system, wheels and tires. Customers are also buying a dealer’s expertise in keeping that vehicle in tip-top shape. They’re buying that dealership’s knowledge of the best riding gear to wear, what products to own to keep things moving. Customers are coming to an expert who can tell them where to ride and who can also connect them with other riders.
