Getting Personal

There is nothing like traveling "home" for the holidays to remind you that old friends are not old at all and that friendship does not age.

Wouldn't it be nice if we applied the same insight to business, maybe changed friendship to customer and the implied old to loyal, but I think you can see how this could or should work.

For the past 32 years the January Surf Expo has been a close to my holiday season. Much like presents under the tree, traveling to Florida has been a ritual that I look forward to. Much like seeing family, I cannot imagine a January without a smile from Tony G, the southern hospitality of Tommy Morrow and sons, catching up with my old partner Mark Allison, hearing the distinct voice of Jim Vaughn, raising a glass of wine with Debbie and the Ron Jon's crew, or simply paying for Wingnut's glass.

We often hear of trade shows as being a gathering of the tribe, and we should be proud. In an age where time is precious and the bottom line shouts for short-term attention, let's not forget that our business has been built on getting personal. And what a better place than Surf Expo. Loyal customers are not created with a phone call or extended dating, personal (loyalty customer) relationships are nurtured over time and need face-to-face interaction. Most of the succesful companies at Expo this January understand that while the orders are important, it's the "getting personal" aspect that creates future business and friends. Some of the best over the years that come to mind are Holby, Boothy, Paul Naude, Joel, Wooly, GT, Gothard and all of the road reps over the years.

To the rookie exhibitors at this year's show, take the time to get personal. To the veterans, thank you for your friendship. And to all our retail attendees, take the time to shake hands.

To those not attending you are missing more than a show.