Jody Shilan

As many of you know, based on the title of this Trade Secret and previous Trade Secrets, I spent an extraordinary amount of time watching cartoons when I was younger. The reason you know this is because the above reference is from an episode of Bugs Bunny and the "third season" is actually "Elmer Season". (Be vewy quiet, I'm hunting Elmers)

Anyway, with the landscape season winding down in most parts of the country, now is the time for what I call Trade Show Season. Just after the holidays, beginning in early January and ending in late February, there are some wonderful opportunities to learn about new products, services and equipment specifically for design build contractors. In addition, these trade shows, seminars and green industry conferences typically have an educational aspect to them where you can obtain continuing education credits and also take classes to improve your design, sales, business and construction skills. Many of them are free and some charge a nominal fee.

However, because there are so many of them, and there is still an expense, you really need to take the time and review what each show has to offer and compare them to the needs of your company. This year it is especially important because, although 2010 seems like it will be better than 2009, we all still need to sharpen our skills and learn as much as we can. Therefore you, your company and each employee should have an agenda as to what they want to accomplish each day.

Instead of just "going" to trade shows you should be "planning" which ones are of value to you or to your employees. You may find that some are more appropriate for you as a business owner and some are a better fit for your employees. Or you may find that at a particular conference, you should "divide and conquer", whereby you attend certain classes and your employees attend others. Just like in the rest of your business, make sure that everybody is following the plan. To do this you should require everyone to take notes (including you) and then report back at your office to review what has been learned. This way all of you can learn more because you're able to cover more turf (so to speak).

Naturally, this is also a time to speak, network and socialize with other contractors and vendors. You should encourage your employees to develop their own industry relationships, as well, and not just travel in a "pack" (with your cool matching jackets). Encourage them to look into things that they are interested in, allowing them to grow individually, as well as a member of your team.

Right now there are so many new business opportunities sprouting up within our industry, from sustainable landscapes, to rainwater harvesting, to green roofs to becoming a LEEDS certified contractor. One could argue that this is a fantastic time to be a design build contractor and once again you are only limited by your desires to improve yourself and your business. This is a new opportunity for leaders to lead and for the cream to rise to the top.

So plan out this Trade Show season and get the most out of it.

• Ask questions and get answers.
• Partner with your vendors and see how you can help each other.
• Develop your network and create new relationships.

BTW -- If you are in the NY, NJ, PA, DE or VA areas please come up and say hi to me at the EP Henry MAHTS (Mid Atlantic Hardscape Trade Show). I'll be doing presentations at all of them.