It’s our industry’s trade show time again, and for many of you, you might be the sole representative from your stations or even your group. You may be on a mission to find a new vendor. You may be having a meeting of the minds with others in your group. You may be going to learn about new programs or ways of making money. Whatever your reason, your success can boil down to a couple of key tips:

  • Just like realtors have the joke about “location, location, location,” we in media sales can spout a similar mantra of “relationship, relationship, relationship!” A wise owner told me many years ago that people like to do business with people who are friends. Use your trade show time to meet and make new friends! Talk to people in the elevator, invite a new contact to share a drink or meal, find common ground with the vendor who has a product in which you may be interested. Unlike Kevin Bacon, in media sales we are more like one degree of separation. We all know – and have probably worked with – someone in common. Enjoy the mini-snickers on the tables and the happy hour drinks offered to you, but be sure you use the time to your best advantage by cultivating and growing relationships.
  • Nine words will get you valuable information at trade shows – information that will help you make intelligent decisions on vendors, competitive environments, or even future employment opportunities. Memorize this phrase, and use it freely: What do you have coming up on the horizon? If you are shopping, of course you will have to see the current product. But the key is what is next. Is the company moving forward? How does this impact you? Is there something they are doing that you should be doing? Where is the industry going?

Efficio will be ready to meet you at the Fall shows. We enjoy doing business with our friends, and have several new products and partnerships that we are excited about. If you are interested in learning more about Efficio, contact GSM Chris Crawford at I will be at the NAB/RAB Radio Show in Atlanta in a couple of weeks, and would love to see you there. Please reach out to me at Let’s find out who we know in common, and I will be happy to tell you what we have coming up on the horizon!