In September 2000, I walked into the exhibit hall at the National Association for College Admission Counseling (NACAC) conference in Washington DC for the first time as a vendor. For many years I had attended this event as an admissions counselor, director of admissions or marketing coordinator.
But this was the first time I was on the other side. And I was overwhelmed.
Not because it was my first time as a business owner and exhibitor, but because I couldn’t imagine how anyone in admissions could enter the hall and know where to begin, who to speak with, what to look for.
Over the years, I’ve come to realize that this overwhelming feeling has gradually turned to a sour distaste for the exhibit hall. But it doesn’t have to be that way.
Next week many of you will travel to Denver for the 2012 NACAC Conference. I’m going to be in the exhibit hall with my colleagues from TargetX (booth 518, for those of you keeping score). And I thought I would provide some advice on how to embrace the opportunity that comes from the vendors in attendance.
1. Be prepared. Don’t enter the hall and just walk around. Look to see who is going to be there. Click here for a map. Contact us ahead of time and arrange a time to meet. Sign up for a booth appointment on our website. Read about us online — don’t come to the booth and say, “I heard your name, but I don’t know what you do.”
2. It’s ok to say “No.” One thing I learned in sales training is that the best time to learn that a prospective client isn’t interested in what I offer is as soon as possible. I don’t want to waste your time and I don’t want you wasting my time. So it’s ok to say to us “thanks, but I’m not interested.” If I were a prospective student, wouldn’t you want to know that as quickly as possible so you could focus on those students that are most interested in your college? It’s no different in the exhibit area.
3. Set a clear action step. Sales aren’t closed at exhibit booths. So if you are interested, set up a clear follow-up action step with the vendor. Maybe it’s a visit to campus or a phone call to discuss specifics. You’re going to learn a lot at this conference and need to have a plan to take advantage of what you learned so you can improve your recruitment efforts.
All of this sound familiar? What we do in the exhibit hall isn’t much different than what you do when you attend a college fair. If you think about what it must be like for prospective students to get the most out of a college fair, those same concepts apply to you at a professional conference.
If you’re going to NACAC next week, come by to say hi. I’d love to meet you. If you won’t be there, I hope to see you at another conference sometime soon. Best wishes and safe travel.
Read more about our authors. Brian is the CEO and Co-Founder of TargetX. Over twenty years ago, he started his career in admissions at a small, liberal arts college. He was a constant thorn in the admission director’s side – always wanting to try new ideas and technology. He took his energy (and vast collection of suspenders – it was the early 90′s) to lead the graduate and adult enrollment and marketing at a national university. In this leadership position, he helped differentiate his employer in one of the most crowded higher education marketplaces in the country and pioneered the use of the Internet in recruitment marketing. His passion sparked the genesis of TargetX, the company he has served for over 14 years as its co-founder and CEO. Along the way he’s earned his master’s degree in education at the University of Pennsylvania and built TargetX into a multi-million dollar technology and consulting firm serving over 450 colleges and universities. Brian is now a voice of change in an industry at its tipping point, helping colleges who have the gumption to embrace more effective recruiting techniques as traditional methods wither away. He is also the author of “Overthrowing Dead Culture: A Vision to Change the World of College Recruiting” available on Amazon.com and BN.com.