We wish you…..

Wandering around the shops on Saturday morning it didn’t feel like a last Saturday before Christmas. Then of course I realised that next Saturday was Christmas Eve, and that this weekend was merely the busiest day at our airports for people looking to escape the UK, something that implies that for many the Christmas break has already started.

This year we do have quite a long run up to Christmas which may be just as well (especially for our hard pressed retailers). However that also increases the time available for contemplation, either as to what strategy is right for our businesses in the year ahead, or achieving the targets that we may have already set ourselves for 2012.

At Orchard Growth Partners we have always tried to have a little fun during December by offering business tips with a seasonal theme. We originally called it our advent calendar, inviting people to open up a new tip every day on our website. Last year we decided to use that great Christmas tradition pantomime as the basis for our tips (who do you think we cast as the big bad wolf in Little Red Riding Hood?).

This year we have based our tips around our own top ten of classic Christmas pop hits. These songs have enabled us to pass on information on topics such as the loneliness of leadership, the importance of cultural awareness, the opportunities available through being a green business, and the idea behind one of the world’s best known pension funds.

I hope you have all had time to have a little fun this Christmas. We certainly need it after the barrage of economic gloom that hit us in the second half 2011. However many entrepreneurs and business owners are a breed apart displaying a degree of optimism that is often infectious.

Those of us who work with such people, particularly as their Finance Directors, view this approach with a strange mixture of hope and experience. Experience tells us that not everybody will succeed, but deep down we hope that everybody does.

In spite of everything there is much to look forward to in 2012 and well run businesses with great people who know their market and customers and keep tight control of their finances will find opportunities to develop and prosper.

For those you who celebrate Christmas, I wish you a Merry Christmas, for those of you who don’t I hope you enjoy the festive season in your own particular way. Above all, here is to working together to make 2012 a year that confounds the gloom merchants and typifies the indomitable spirit that is Enterprise Britain.

How to avoid making an exhibition of yourself..

It happens to most of us at one time or another. It is happening to us twice this month. Exhibiting that is. Orchard Growth Partners will be exhibiting at the Yorkshire Mafia exhibition in Leeds on 15th March and the South East Business show at Gatwick on 25th March.

Of course we are looking forward to it very much. Exhibitions are a great way of engaging with a number of clients and contacts in a short space of time. However it should not be forgotten that they cost time and money and it is important that the return on this investment is measured and monitored. With this in mind, I thought I would take you through some of the dos and don’ts of exhibiting. From a finance director's point of view of course. I wouldn't want any of you thinking I'd gone over to the dark side and become a marketing guru......

 

Do make sure your people are fully briefed as to what is expected of them and have the necessary tools to make the exhibition a success. Knowledgeable professional staff on the stands will make a professional impact.

 

Don’t assume anything about your visitors. Listen carefully to what they have to say and ask gently probing questions. You can’t know if you are the solution until you understand the problem. You might be knowledgeable but you don’t know everything.

 

Do make sure that the money you spend is visible on the stand. The other costs of exhibiting such as food, drink, accommodation and travel need to be controlled carefully. It is like producing a multi-million dollar movie – you want to see the money on the screen not spent on the extras.

 

Don’t try and “bribe” people to your stand. Sweets, drinks and nibbles are very enticing but may attract the wrong type of visitor.

 

Do make people curious. Make sure you have some interesting presentation materials or video. Oh and look like you are enjoying yourself – you are enjoying yourself aren’t you? If not perhaps you should not be there in the first place.

 

Don’t accost people walking past your stand. At best they will be unwilling visitors. If the presentation of your stand is attractive and interesting they will come to you.

 

Do go for a walk and look at other stalls – you can always learn from what other exhibitors are doing.

 

Don’t spend too long looking at other stalls and talking to other exhibitors (unless of course they are potential clients). Remember what you are there for.

 

Do smile – as that classic album title by the punk rocker with flowers in her hair Sandi Thom says it confuses people… and remember to clean your teeth before smiling unless you want to do more than confuse people.

 

Don’t be surprised if people hurry past your stand. It means they are probably nervous, intimidated or not interested, so don’t take it personally. Unless of course you did not clean your teeth….

 

Do remember that you are exhibiting in order to generate paid work. Make sure all your preparation and show processes are geared to that aim and you track how successful you have been in doing so as a result of exhibiting.

 

Don’t forget to follow up – but not too aggressively. Making proper notes using a pre-designed form will help you make the most of your follow up, and ensure that your potential clients get the details of the solutions to their problems rather than somebody else’s.

If you want to see how we measure up we look forward to seeing you. We'll even clean our teeth and smile.....