It’s Show Time!

by Ray Winslow, Allyn International

The annual VDTA/SDTA Las Vegas Convention is coming right up. The gathering of the clan: in-laws and outlaws, high tech, low tech, or no tech, we’ll get together once again to do our collective thing. One of the exciting aspects of the show is the diversity of the exhibits and seminar offerings one will come across. If you are in the sewing or vacuum business this is where you need to be.

Regarding the diversity of exhibits, last year I came across a booth whose product had, at first glance, nothing to do with sewing or floor care. These people were selling massage machines. You could set it on the floor and put your feet on it -- an incredibly soothing experience for somebody who’s been standing on thinly carpeted concrete for three or four hours. One can also operate it as a hand held massager to work on one’s back or shoulder. Their proposition was that these units would sell themselves in your store if you would just invite people to sit down and put their feet up on one -- another opportunity to ring the register. I hung around that booth like a moth at a porch light, setting my barking dogs up for some relief whenever I could wander from my own booth. By breakdown morning I was addicted. I asked to buy the demo model as used, since I had put so much time on it. “Nice try, but…” It’s been said that a salesman is an easy sale, and I cannot argue in this case; I took one home with me.

I’ll be working my seminar, “Diversify! Learn How to Demo a Sewing Machine.” I would rate it somewhere between low and no tech, with a bit of slapstick thrown in to keep you awake. No matter how many times you have done a demo, no matter how boring it may have become to you over time, remember that the person you are working with is seeing it for the first time -- make that thing sing!

Reprinted from SQE Professional, February 2007