Leadership Lessons from a Trade Show Floor
I had the pleasure of speaking at and attending the National Restaurant Association show in Chicago the past few days. It is the largest gathering of food service professionals with over 56,000 attendees. In addition to education, this conference features a massive trade show with over 2,000 booths. Spanning seven football fields it takes multiple days to walk the floor and see all of the equipment, furniture, food products, software, disposables and anything else you can imagine that is used in the food and beverage industry. While I got plenty of inspiration for what we do in terms of catering, I also found myself drawing leadership inspiration from the booths and people working them. Here are three thoughts I want to share this week about leadership:
The Goldilocks Approach
I’m always dumfounded when I see people working a trade show booth sitting down, staring at their phone. It makes me wonder why they even bothered to show up. On the flip side, we encountered numerous overly aggressive salespeople. Whether begging us to come over to their booth, or walking along side us down the aisle, peppering us with questions, it had the opposite of their intended goal and actually dissuaded us from wanting to engage. In leadership, we don’t want too much or too little, often the middle is optimal. We need to be flexible, and not allow too much leniency. We need to clearly communicate a goal so the objective is understood, and leave enough room for interpretation that people can showcase their creativity. We need to be confident, yet not arrogant. Be quick, yet not rushed. Push boundaries, yet at the same time hold realistic expectations. It is a constant balance, and great leaders know how to walk that line.
How do you draw people in?
I can’t tell you how many booths were literally showcasing the exact same thing. There were countless people selling disposable containers, multiple vendors selling ovens and cooking equipment, and I sampled way too many cookies and desserts. The most memorable booths did something unique to stand out. My favorite was a booth with three guys dressed in white sweatsuits, white flooring, a white backdrop with a single “tap” icon in the center. It was so different that it inspired us to learn more about what they were selling. With all the noise and messaging that we are bombarded with every day, great leaders must find ways to stand out and it isn’t always about being the loudest or most vocal. The best leaders show up as their unique selves and allow their authenticity to shine. Their vulnerability in not trying to be someone else draws the right people in and inspires them to follow.
What do others need?
Many salespeople in the booths would start selling their product right away. I understand the need to try to quickly capture the attention of prospective customers as they walk by, but often it felt like they were wasting their breath trying to sell me software that has no application for my business or products I don’t use. I was taken aback when one rep asked what we were looking for at the show and then directed us away from his booth to one that was selling exactly what we were looking for. Great leaders don’t assume everyone needs what they have or that one approach is right for everyone. By asking the right questions and truly listening, they take time to understand the needs of the people in their care and customize how they work with them. Instead of pushing their agenda, they build trust by helping others achieve their goals.
If you’ve never attended the NRA show, It is a great experience and I highly recommend checking it out. As you see, leadership inspiration can come from anywhere and it was fun to see the restaurant show through that lens. In our pursuit to be better leaders, this is a great reminder to constantly seek a middle ground, draw people in with authenticity, and be mindful about serving others.
