To get the most out of attending the International Woodworking Fair you have to first decide why you want to go to the show in the first place. 

Are you attending the show to buy a new machine? Are you going to network and meet people? Are you attempting to solve a vexing problem in your production process? Do you want to learn new skills or processes? Maybe you’re not really sure what it is, but you know you need to do something to move your business forward.

Buying a machine
A huge number of people go to IWF with their primary goal to buy new machinery. But you can’t just show up at IWF and hope to secure the right machine at the right price. You need to do some prep work before the show.

That prep work should start with lots of research about the potential machinery you are considering. Do you know all the brands available? Are all the brands you are interested in going to be at the show? Will the specific machinery you want to buy be on the show floor and running so you can really see it work?

Talking to exhibitors before the show can improve your show experience. When they understand you are a serious buyer, they might change what and how they are exhibiting just to make sure they can show you what you want to buy so they can make the sale. They might offer special show discounts or even sell you the machine on display or agree in advance to sell you at a special price the show machine.

You also need to do some financial preparation before the show. Know your budget. Investigate financing. Talk to your banker and financial advisors. Consider whether you want to lease or buy. Many companies exhibiting at IWF will have financing experts on hand to help as well.

Networking
If you are coming to IWF to network, lay the groundwork before you go to Atlanta. Is there a formal association of which you are a member or are interested in joining, such as the Cabinet Makers Association. Will they be at the show? What are their scheduled events? Where is their booth?

Some organizations will have meet-ups and even shop tours scheduled in connection with IWF. Less formal associations such as Facebook groups might be scheduling get-togethers on the show floor or at a restaurant or bar. Start the conversation before the show. 

I know some groups that actually arrange to walk the show together. Bobbo Buckley, leader of the Good Profit Group, told me that his group gets the most value out of the show by walking it together, comparing notes, and helping each other find the answers and supplies they need.

Finding a production solution
If you are struggling with a serious bottleneck in your production, explore the list of IWF exhibitors who might have a solution or constructive advice. Also, don’t forget to study the list of educational programs going on at the show. Many of those programs are founded on problem solving.

There are presentations on business topics such as pricing and hiring the employees you need. There are production topics dealing with all manner of processes, tools, and equipment. There are classes to help you market and sell better.

Set a schedule to make sure you can attend all the seminars and events you are interested in. There’s nothing worse than showing up at IWF on one day and finding out the program you really wanted to attend was held on the day before or an hour before you got there. Remember, too, some intense full-day symposia and workshops are held the day before the trade show floor opens to the public. For example, if you are interested in buying a new CNC machine, you might want to attend my daylong CNC Bootcamp on August 5. Plan your travel accordingly.

Learn new skills
One of the best ways to build your business is to learn new skills and add new products or services to your repertoire. IWF is the perfect place to find out about those new opportunities. In one place, you will find experts with the knowledge you need, venders ready to sell you the supplies and equipment you want, and colleagues in the industry ready to share tips and inside information to help ensure the success of your new venture or expansion.

A great example is closets and organized storage. Many kitchen cabinet shops wonder if they are losing out on valuable business by not offering closets and organized storage products such as garage systems, wine cellars, and other specialty storage. Michaelle Bradford, editor of Closets and Organized Storage magazine, will host a daylong Closets Symposium on August 5 that will cover much of this ground. 

Another great area to explore is in all the hardware vendors on the show floor. There are huge opportunities in upselling customers with built-in hardware and lighting features. These are high-profit options for you that frequently don’t require a lot of labor or special skills. With the new technology, you don’t need to be an electrician to install sophisticated low-voltage lighting systems.

Maximizing serendipity
Trade shows are magic. New ideas and opportunities can magically appear before your eyes at nearly any booth on the show floor. 

I call this show serendipity, and it’s my favorite thing at IWF.

I try not to fill my schedule so full of appointments that I don’t get a chance to just wander the show floor. I have never been to a trade show that I didn’t see something new that I had never seen before that presented powerful possibilities for new business.
Walking down the aisles, keep your head on a swivel. 

Just because you’ve never heard of a company before, don’t hesitate to stop and ask questions. 
Check out the new product displays. Pay attention to Challenger Award finalists and winners. Technology is changing so fast these days that no one can really keep up.

Slow down, walk the show, look for surprises!