This month, the NAVC kicks off the 2016 veterinary conference/trade show season with a giant bang. It's the industry's first and biggest show with more than 650 exhibitors presenting new and popular solutions.
We understand that you might not be attending the NAVC or other big shows — and your customers may not make the trip either this year — but you CAN make the most of these events and help your customers reap the benefits.
Most veterinary product manufacturers and service providers use these big events to launch new products, showcase their most popular products, and offer special deals, swap-out programs and more.
Plus, distribution companies offer similar opportunities at these shows for veterinary professionals to see new or featured products… and get special deals.
Quite often, customers don't need to attend the events to take advantage of these offerings. So, you can use these opportunities as a reason to call customers.
Before you do, make sure you know what's available.
- Find out what the manufacturers are doing at their booths this year.
- And, be sure to check your distribution schedule to see which products are being featured in the distributor tradeshow booths.
Then, when calling on customers in your area, find out if they're attending a conference/trade show.
If they are, suggest that the customers stop by the manufacturers' and distributors' booths to talk with equipment or product specialists, get demos, find out what's new and so forth.
The conversation could sound like this:
"Dr. Smith, are you attending the NAVC this year? You are? Great! I know you've been considering a new dental scaler for the practice, so be sure to stop by our booth #XXXX and talk with the specialist there. You can see the machines, watch demos (perhaps) and learn about different options."
Or, "Dr. Smith, are you attending the NAVC this year? You are? Great! I know you've been considering a new dental scaler for the practice, so be sure to stop by [Name of Manufacturer's] booth #XXXX and talk with the specialist there. You can see the machines, watch demos (perhaps) and learn about different options. Plus I know they're doing a 20% launch special."
Now, if you talk with customers who AREN'T planning to attend the NAVC or other big trade shows, you can still mention their big launches and special deals. For instance, "Dr. Smith, I know you've been considering upgrading to a new dental scaler. [Name of Company] is launching a brand new model at the NAVC and giving practices a sweet 20% discount this month. They'll have a video available online on January 15 and we can review it together." Something along those lines.
Either way, you're on top of the latest equipment and bargains… which makes you a hero to your customers. The NAVC is happening January 16-20, 2016, so you'll want to jump on this strategy today.