Leading Without Authority: Preparing for significant trade events and customer interactions.

Throughout the year there are significant trade shows, national account events and national industry interactions. These are all pivotal opportunities to connect with impactful clients and industry leaders to showcase your latest innovations, and strengthen customer relationships. However, with your competition equally eager to capture your customers' attention, thorough preparation is crucial.

Here’s how to lead your team effectively, even without formal authority, to ensure a successful event.

1. Contact Customers Ahead of Time

Start by reaching out to your key customers well in advance. Schedule meetings and ensure they know the value of attending the event and visiting your booth. Personalize your invitations and highlight the unique benefits they will gain from your products and services.

2. Set Up Meetings Early

Competition for your customers' time will be fierce. Secure their commitment by setting up specific meeting times early. Confirm these meetings closer to the event to ensure they are locked in. Use calendar invites to keep everything organized and visible.

3. Prepare Your Team Thoroughly

Equip your team with all the necessary information:

• Names and Titles: Know who is attending from your customers’ organizations.

• Meeting Times: Have a detailed schedule of when and where each meeting will take place.

• Key Messages: Ensure everyone is aligned on the core messages and talking points for each customer.

Preparation ensures your team can engage confidently and effectively.

4. Ensure Clear Communication Channels

The events are extraordinarily busy. Establish clear communication protocols so your team knows how to contact you quickly if needed. This could be through group messaging apps, walkie-talkies, or a designated meeting spot.

5. Leverage Marketing Resources

Your marketing team likely has a wealth of tools at their disposal, including expo passes for customers. Make sure to use these resources to their fullest. Offer passes to key customers to encourage their attendance and show appreciation for their time.

6. Coordinate Side Meetings

Beyond the main event, there will be side meetings and networking opportunities. Ensure your technical support team, senior leaders, and key contacts are ready. Brief them on the schedule and objectives for each meeting to ensure a unified and prepared front.

7. Inform Corporate Account Leaders

Keep your corporate account leaders in the loop about which customers are attending, their schedules, and any special events they should be aware of. This coordination helps in providing a seamless experience for your customers.

8. Maximize Every Interaction

Every interaction at these events are a chance to make a lasting impression. Whether it’s a planned meeting or a spontaneous conversation, be prepared to showcase your company’s strengths and the value you bring to the table.

Conclusion

Preparation is the key to transforming a routine event into an extraordinary one. By contacting customers ahead of time, setting up meetings early, and ensuring your team is well-prepared, you can lead effectively without formal authority. Make sure every tool and resource is utilized to its fullest, and maintain clear communication throughout the event.

Leading without authority means taking initiative to prepare your team(s), being organized, and fostering a collaborative environment where everyone is ready to contribute to success. With these strategies, your and your organization’s participation can be a resounding success, leaving a lasting impact on your customers and setting your company apart from the competition.