Engaging new customers, highlighting new products and following up leads were the topics of the day at an NMBS event designed to help suppliers do better business with independent builders’ merchants at the NMBS Exhibition.
NMBS held its Exhibiting Excellence event last month at Coventry Building Society Arena. A prelude to the NMBS Exhibition on 10-11 April, the event supports supplier exhibitors with tips on how to make the most of the event through their engagement with members, rebate offerings and product innovations.
Andy Hextall, NMBS Commercial Director, commented: “The NMBS Exhibition is the main buying and selling event for the independent merchant sector. Members saw £2.39 million of rebate value paid out after the 2024 exhibition. It helps drive growth and build professional relationships between suppliers and merchants by encouraging exclusive rebates, exposure to innovations and offers on products.”
This year’s Exhibiting Excellence event saw more than 250 attending to hear insights and advice from previous successful exhibitors, longstanding merchant attendees and business experts.
For example, Martin Mallon, Technical Marketing Manager at CT1, explained: “The NMBS Exhibition is hands down the most proactive and beneficial exhibition that we did last year. The event is full of people who are interested and want to engage with you – but you must still work hard to make sure your stand is noticeable and attractive to the people who you aren’t connected with.”
Ross Duncanson, Director at E.Tupling focused on the importance of having the right people on the stand. He said: “The NMBS Exhibition allows suppliers to network with key decision-makers, but you must come to the event with a plan of action and your best team for the job. This team should include your customer service team, as well as sales to ensure merchants can meet with their direct contacts.
“By setting up appointments with customers and prospects before the show, you ensure you’re having those critical conversations in person to build the relationship. Visibility is everything at these events, so maximise your opportunities and make it hard to escape your brand.”
The exhibitors then heard from Paul Lycett, UK Sales Director at Ox Tools who outlined the importance of planning for success at the event. He said: “To make the most of the event, exhibitors should plan a creative activity on the stand that goes beyond catalogues and products. By offering something new, a giveaway or discounts, suppliers are sure to have something that interests prospective and existing customers.”
Brendan McNally, Key Accounts Manager at Cheshire Mouldings spoke about the benefits that he sees from the NMBS Exhibition. He commented: “The NMBS Exhibition is the biggest and best trade exhibition in the independent sector, probably of any nationals too, so we always start our comms at least six weeks in advance. We always make sure to use this event to give our sales team the experience of working with merchants and how to effectively follow up on leads after the exhibition.”
Attendees also heard the perspective of three merchants, Henshaws Roofing & Building Supplies, Lawsons Timber, Building & Fencing Supplies and Bradfords Building Supplies, about what they plan on getting from this year’s exhibition. They talked about the value for money they want to get at the event, their interest in new products on the market and the importance of suppliers truly understanding the merchant businesses they are talking to and doing their research on their key targets.
The event concluded with presentation from international speaker and best-selling business author, Simon Hazeldine. He explained: “Setting clear goals before the event is critical, businesses are 68% more likely to get return on investment if they do. And remember, telling isn’t selling.
“Suppliers must take the time to understand the merchant’s issues before suggesting a solution, rather than a spray and pray sales approach. Ask questions. Listen to their needs. Then tell a story with the sales pitch that makes the merchant the hero, and show how your product helped them achieve their goals.”
Looking ahead to the Exhibition itself, Andy added: “With a strong lineup of exhibitors already signed up for the 2025 exhibition, visitors can expect to meet many major brands. A wide variety of suppliers will be offering exclusive discounts, promotions, and special rebate deals of up to 15%, all of which are only available to those who attend and place orders during the event.”
Free registrations are now open for member attendees at the NMBS exhibition: www.nmbs-exhibition.co.uk
