February 2010 Developments - 44

oF tHe iBitoRS SUCCeSSFUL eXH What is the difference between an exhibitor who closes great business deals at ARDA and one who complains about slow traffic and decides not to exhibit again? Here, veterans share their “secrets.” Get out of the booth and into ARDA. “The most common mistake exhibitors make is to just show up and expect to close sales on the exhibit floor,” says business relationship management expert Robert A. Kobek, RRP, President, Mobius Vendor Partners. “Relationships are the most important vehicles to increased sales. Attend educational sessions and social events, volunteer for committees, and the relationships and sales will naturally follow,” he says. Take a pass. Exhibitors receive two full convention badges, providing access to educational sessions and ARDA events. Use them to maximize your presence by getting key people out to learn and network, advises Kelly Marks, manager, SmithBucklin Corp. “Divide and conquer.” One person can’t do it all, experts agree. Dedicate a person or team to the booth and another to attend meetings, learn about the industry at seminars, and network, advises Joy Talbot Powers, RRP, director of business development, Concord Servicing Corp. Learn the lingo. If you don’t, you won’t know how to break in, says Kobek. “If I ask for help with my SPH (sales per hour) and a company doesn’t know what that is, that company isn’t going to make much headway.” “Get pinned.” ARDA’s new three-hour Supplier Certification seminar covers industry basics and terms, including the timeshare project lifecycle, reserve funding, and refurbishment schedules. Participants can earn a certificate, lapel pin, and listing on the ARDA site. Plan ahead, follow up. “Decide what you want to accomplish and focus on that,” says Melanie Gring, vice president, marketing, Global Connections, Inc. Her company focuses on only a few of its many products at ARDA each year. “That’s all people can take in. We have our 30-second elevator pitch ready.” Also important, as Gring emphasizes: “Arrange meetings in advance and follow-up soon after ARDA with a thank-you and recap.” Attract good attention. “Giveaways! Seriously! Everyone walks the Expo floor looking for unusual trinkets and gifts,” says Powers. A few years ago, playing off a Concord ad campaign, photos of attendees were taken at the booth, inserted into the same backdrop as the ad, and presented in a Concord-branded frame. “The response was phenomenal,” she says. Join the free supplier Webinar. Exhibitors looking for more tips on making the most of their time at ARDA, including speed leads and VIP exhibit hall meeting times, are invited to ARDA’s new Webinar on January 19. This Webinar will be available for continual on-line access after the event—contact Alex Aaron at aaaron@smithbucklin.com for details. Secrets FoRUMS/WoRKSHoPS Tackle toP iSSUeS In addition to traditional educational sessions, ARDA is offering four interactive forums this year. (All require advance registration.) ARDA Forums have evolved since the first Sales and Marketing Forum almost 10 years ago. First envisioned as an informal discussion about legislative and regulatory concerns, this extended discussion format has evolved into workshops, where an expert or panel of experts provides the foundation. Attendees then break into small groups to work on case studies, and then share their findings with the whole audience. “This practical application of information helps attendees adapt and apply the information to their own situations,” says Zanini. This year’s Sales and Marketing Forum will be devoted to branding and selling through electronic media, with breakout groups discussing ways to apply on-line video, blogs, and crowd-sourcing to sales, marketing, and customer care. The 2010 Resale Forum will discuss a Model Timeshare Resale Act drafted by the Resale Task Force. The use and misuse of fractional conversion to salvage non-selling whole-owner condominium projects will be examined at this year’s Fractional and PRC Forum. An additional fourth forum, The New Business Models Forum, will engage participants in identifying the challenges of successfully launching a number of new products, products, programs, and services developed by the New Business Models Task Force. From Forums to educational sessions to the Expo Hall, finding solutions to bring back to their organizations—that is what draws more than 3,000 attendees to ARDA year after year. D Geri Bain is a freelance writer who has worked for many years in the industry. Her e-mail is geribain@aol.com geribain@aol.com. Developments • February 2010

February 2010 Developments

Table of Contents for the Digital Edition of February 2010 Developments