Look Book

62 www.thejewelrybook.com S H O P V E G A S L I K E A P R O I N S P I R E D S E L L I N G Some of my best days in the jewelry industry were the seven years I spent as a regional sales manager for JCK magazine. Back then the magazine owned the show; it was hard work, but the people made the ride fun. I am excited that we are going back to our origi- nal location at the Sands Expo and Conven- tion Center. (I still know how to work that floor!) Despite all of the talk about content market- ing, social selling, and other tech-based tac- tics, trade shows remain an essential busi- ness component for many retailers and vendors. Below, I offer some tips for work- ing JCK and nearby shows more efficiently. Map out your day. Don't go rogue—map out a daily schedule. Plan out your day by floor and section and take advantage of vendors who want to make appointments. Your time is precious, so set measurable objectives be- fore the show and stick with them in order to make your experience a solid investment. Check out the seminars. Go early and take ad- vantage of the education. From talks about lab-grown diamonds to jewelry trends to fi- nancial tips, there's a lot to be learned from the professional curriculum. Explore the associations. Don't forget the as- sociation section. You can learn a ton by vis- iting with the Diamond Empowerment Fund, the Women's Jewelry Association, Diamond Producers Association, Jewelers of America, the American Gem Society, and more. Plan to spend half a day there. Plus, you might run into me given it's my favorite place! Divide and conquer. Meet for a quick team meeting in the morning or midday to discuss findings and next steps. For those—especial- ly retailers—who bring a team to the show and split up to cover more ground, this move can ensure that every goal is accomplished. Share your trip with clients. Stand out by sharing travel and show images with cus- tomers on social media. Let them know what you're learning and seeing in real time. By letting clients virtually tag along with you, you'll optimize exposure and extend your reach. Try a memorable hashtag, tweet to customers, and show pictures of you and your team with presenters and designers and lots of jewelry. Customers will love it! Take advantage of the last day. This is when business at most vendor booths has slowed down and brand reps have more time for you. This is the time for you to stay ener- gized, engaged, and serious about making the best product selections. Staying through the entire show proves to vendors that you mean business, that you have thoughtfully examined available goods and you are com- mitted to making the best choices. (It's also the easiest time to talk to folks!) Perhaps the most important element of any Las Vegas show experience, though? Be safe. Stay in touch with your team members and drink plenty of water (it is the desert), while attending those evening events (espe- cially the Jewelers For Children–Rings of Strength dinner). See you at the show! Pat Henneberry is an Iowa transplant to Texas whose 30 years in jewelry sales have earned her numerous awards for training and brand building. She has traveled the world as a salesperson, trainer, and founder of The Jewelry Coach, developing some of the most powerful educational materials and tools used today. Reach her at Pat@thejewelry- coach.com. Share your trip with clients. Stand out by sharing travel and show images with customers on social media. Let them know what you're learning and seeing in real time. PAT HENNEBERRY BY PAT HENNEBERRY Shop Vegas Like a Pro 6 Tips to Get More from The JCK Las Vegas Jewelry Show

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