Three Lessons Learned at Les Nouvelle Esthetique

This past weekend marked the Les Nouvelle show in Miami Beach.  Primarily an esthetician show in years past, it has now turned a little green and way more “spa-like”.  Walking the trade show floor, there were vendors showing their “stuff”.  Up and down each row, you heard manufacturers and sales reps preaching their gospel.

1. Lesson #1:  Don’t Buy Immediately.  Here, let me put this on one hand.  Wow, look at that.  Compare the two hands.  Wow, look at that.  Lesson #1….walk away, and compare your hand in 5 or 10 minutes.  Does it really look different?  Betcha, it doesn’t after ten minutes, but if it does, run back and buy it!
2. Lesson#2:Vendor Training Is a REQUIREMENT, not optional and not at a cost.  One vendor proudly announced to me–“Your first training is FREE.”  Are you kidding?  You want to sell products to me that you want me to sell to my clients and you will graciously give me the first training for FREE?  PLEEZE!  Have you heard of vendor partners?  Please don’t do me any favors.  On to the next booth.
3. Lesson #3:Packaging Sells.  Booth after booth, we kept looking at some of the worst packaging in the world.  Some of the manufacturers have some of the best products in the world, but they put them in the worst bottles, with labels that look like they were designed in a word document.  Welcome to the new millennium and take a trip to the mall to look at your competition.  If you have a great product, make it look great from the outside too.

Every show has highlights and lessons.  It’s how we learn and grow in the industry.