10-square city blocks in downtown Cologne, Germany right on the Rhine River is where the largest convention center holds the International Dental Show hosted by Loser &Co. (Loser & Co is one of the most prominent sales companies for high-quality dental products in Germany).
2017 was a record year, the largest recorded for the IDS with 140,000 registrants. I was one of the 2,500 exhibitors. In this mass of humanity, there were just under 200,000 people there. There were dentists, hygienists, dealers and distributors from every country around the world going by the booth. We had the top linguist from Loser & Co. assigned to our booth, so we were very lucky to not missing business that was interested in our products.
We acquired a customer from Saudi Arabia who wants a custom Face Drape (Item #1110) that fits over the women’s traditional burkas. You just never know where opportunities will arise.
There was one man from Morocco and he pointed at the Face Drape at our booth and he just started laughing.
“You won’t believe this,” he said, “I went to my tailor, who makes my suits for me in Morocco, and asked him to make me this square with a hole in the middle so I could use it for my patients. He thought I was crazy and he didn’t understand what I was after…and this is what I was asking my tailor to make for me!” He proceeded to buy a few packs of Face Drapes on the spot. He wasn’t the only customer who bought on the spot.
We were selling through products.
Luckily, Loser let me sell their inventory from their warehouse 20 minutes from the convention! With the exception of one product, we sold the warehouse empty. We were so fortunate Loser let our business thrive, put their order at jeopardy, and had to be at back order for a couple days.
Within the 2,500 exhibitors at the show there was nothing like my product, and that makes bounds of opportunity.