Trade shows are cool. They have all the new toys, displays, spokesmodels and problem-solving parts. Everybody knows about that stuff right? It seems to me that one of the most overlooked and valuable parts of a trade show is the part most people don’t attend — the training. This may range from formal, stand-up training to product demonstrations at a booth. In the grand scheme of things, overlooking the often no-additional-charge, educational sessions is missing out on the show.

Many times when a new product or service comes to market there is a learning curve associated with making that product work for you. The product manufacturers realize this, so many offer a workshop on how to use their product right at the show. Here is the rub: Many of these training sessions actually occur only once, so you have to know what is available ahead of time to avoid missing them. For those of you attending the AAPEX show this year, I will use it as an example.

I made a quick trip to www.aapexshow.com and clicked on the “inside track schedule” and found my old buddy Rick White with 180 Biz Solutions is teaching a class on “Marketing on a Shoestring Budget” on Thursday of the show as just one of many examples.

Typically, there are several seminars offered at the same time. More than one may interest you. Our employees divide the classes among us so we can get someone from the shop to as many as possible. We each take notes during the class and meet up for lunch afterward, while the information is fresh, to share some of the highlights.

Trade show classes tend to have a cutting-edge feel to them. The presenters often have developed the classes specifically for the show. They may not be polished from being taught multiple times but they do bring you the most current information. With rapid changes going on in our industry, a polished presentation might mean outdated information. Remember that the content is what you are there to receive. I attended a class on hybrid vehicles presented by an engineer once that was, let’s say, a little dry. The information in it was way beyond anything I had ever experienced on the topic and provided many lessons to share with the techs in my shop when I got back home.

If you are feeling kind of like your business approach could use some fresh ideas and you are headed off to Las Vegas for Industry Week in November, check out all the training opportunities available at AAPEX, SEMA, CARS and NACE. While the trade show itself is the reason most people leave home, the classes can provide you with a new outlook on your business and a welcome rest for your feet. ◽