Look Book

could even offer a special preview with a digital trunk show by invitation only for targeted buyers. Not there yet? Prepare a plan on the updates needed for your business and share the scheduled steps with buyers when they come to your booth, they will surely appreciate that. In Vegas to buy? Virtual magazines, trade shows websites, exhibitors social medias are great touch points to better understand what to purchase during your visit. Have specifi c questions in mind? Send an email or a DM: if they reply quickly, they might be the partner you were looking for, if not, you might consider other alternatives. DURING THE SHOWS We probably are not going to see the large crowds we are used to; international traveling is still confusing for many, and end of the summer is probably not the best time to spend in the middle of the desert. There should be then more time for exhibitors and buyers to connect, to look at jewelry, to talk about the past year and the hopes for the future. As an exhibitor myself for many years, I understand the importance of focusing on every person that comes close to my stand and the value of being prepared: don't forget that! Now that we are spending so much time on our phones, we don't want to miss opportunities because we are distracted. Dedicate the majority of your energy on in person engage- ment and reserve some time to interact digitally (i..e. with quick IG Lives) with those who are not able to come. Clients should always expect to fi nd exhibitors excited to see them and ready to display their products and to elaborate how they are conducting business once an order is placed. When connecting with a vendor, be prepared with questions on how technology will help to have a clear and effective impact on the months to come when distances will impact immediate interactions. AFTER THE SHOWS Many of us are going to be in Vegas for a week or so, what happens next? I doubt there will be many ready to hop on a plane and go to another show; safety is only a partial factor in making such decision: money and time can be saved greatly with technology. One of the main mistakes I have seen through the years is vendors waiting too long to follow up on interesting leads, assuming interest shown at the show translates automatically in an order: if that was already not ideal in the past, imagine now with buyers seeing other brands all day long on their phones and quickly approached by competitors. Review your notes and send quick, precise and detailed communication to your buyers: don't tell them only how much they have to spend but explain how you will update them with processing orders via email, text, or virtual meetings. Placed an order? Make sure you have clear in mind what to expect and how to be informed in the coming months and weeks on updates. It is now time for you to go back home and be ready yourself to sell, in person or digitally, to your clients. Three words synthesize how to get the most out of your time at the shows: presentation, clarity, effectiveness. Are you ready? 103 www.thejewelrybook.com Marco Giovanelli is an italian-born business consultant with a mind for problem solving and a fl air for the fi ner things.Hailing from the small town of Bergamo where the people are known for both their grit and passion, in 2009 Marco found himself across the world in the center of New York City's Diamond District. His sense and sensibilities combined sparked a rather successful career in the high-end jewelry industry: he now gets to share his experience and knowledge to support other creative professionals.

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