By George Libbey, Director, with Editorial Assistance
from Maria Danna, Reference Librarian, University of Detroit Mercy Outer
Drive Library.
Exhibits and Vendors as Sources of Information
What Is This All About?
One of the best sources of information for librarians who want to keep abreast of the latest trends in libraries is to ask the person who is selling to the library market. In a sense, "If you build the field, they will come", applies here. If there is a need in libraries, and there is some money to be made from it, someone will come up with the answer.
This isn't at all cynical-well, maybe a little-but it is in keeping with the long-standing American entrepreneurial spirit. This is the spirit that has merchandised labor-saving appliances, affordable(?) clothing, the personal computer, and plastic holders for everything. Yes, it's that same spirit that has brought pet rocks and toys from every conceivable Saturday morning kid show. But no matter what the product, the person who knows it best-and knows how to make it look good-is the vendor.
Let's look at a scenario that will probably be repeated many times before the ALA Conference kicks off in New York City in July:
1. Librarian ________ from the ________________ _______________
Library
(needs)(wants) a new __________________ for (his)(her) library.
(He)(She) (does)(does not) have the money for this (and)(but) is looking
for a good buy that will meet (his)(her) (needs)(wants).
Or librarian ________ just wants to see what is in the market, for future
reference or general professional awareness, or assorted freebies.
2. As a (lifetime)(long-term)(new)(non-WHAT!) member of ALA attending the conference is a real (treat)(non-treat), (and)(but) will provide the opportunity to peruse the options and perhaps have a (little)(lot of) fun at the same time.
3. The information is available in the exhibit hall, probably from several vendors. Will librarian _________who wants it, actually get the needed information? A little planning will make sure (he))she) goes home with the (needed)(desired) (information)(freebies).
Let's see how to get at the (information)(freebies) without surrendering to the hype ...
Planning vendor visits
There are a few rules that we all know will help us get the information we want. We are information professionals, and we can be proud of our abilities to find mountains of information, if needed, or smaller quantities, and to know the amount needed. When it comes to our own needs, can we apply the same rules that work in the marketplace? At the reference desk? In dealing with other professionals? Following are some hints that can help you prepare for successful vendor visits. Consider that you might be on both sides of the reference interview.
1. Prepare a list of specifications for what you need. This may be very simple: the color of ink for the generic ball point; or very complex: the configuration for your multi-station CD-ROM, optical disk, and Internet LAN. Whatever you are looking for, go in with a complete list of the desired specifications. Ask for everything-you can pare the list later. The vendor may not be able to respond to every detail while you are there, but you can be sure that you will get an informational call back after the conference.
2. Try to spend as much time with each vendor as you can, and try to give them equal time. If you have some fairly detailed requirements, be ready to explain them. Likewise, be ready to ask if the vendor can meet your needs. Although you may find some vendors who will never say no, they are the exception. This conference is the time for vendors to show their wares, but they can't sell what they don't have, so they will concentrate on the products they can provide. Promising something that can't be delivered is a waste of time, a scarce commodity during conferences.
3. As well-prepared as you may be, you may find that a vendor or a colleague from another library raises an issue that completely escaped you, and it's important for the product you want. Give yourself and the vendors a break; tell all of them about your new-found piece of knowledge. You will get the information you need, and all the vendors will base their quotes or submissions on the same data. You do not need to go home with information that can't readily be compared. It's the "apples and oranges" problem--you don't need it.
4. If you commit to anything, make sure you understand what it is. The likelihood of someone sending you 2,500,000 of anything is pretty slim, but if you ask for something--a phone call, a visit from the local rep, a demo---try to keep track of it so the call from the blue doesn't catch you off-guard. You owe it to yourself and to the vendor, who is not only doing what YOU asked, but also needs to make a living contacting serious prospects, not fulfilling frivolous requests.
5. The more complex your needs, the more you need to step back a bit to review what you have found. The specifications and questions you had when you got to New York may need to be rethought in view of the materials you brought home, or had sent to you. It's your money; you need to be comfortable with the decision you make. TAKE YOUR TIME.
6. WHAT'S THIS? You don't have any MONEY to spend? You just want to DECORATE YOUR OFFICE? Well, that's not bad. It is after all, free publicity for the vendors, and it's building a relationship that may be mutually beneficial in the future. Maybe that relationship will be for your general edification, or prepare you for a future purchase. But it is important to understand why YOU are there and why the VENDOR is there. Brochures, posters, bags, pens, pins, pencils, toys, and all the other stuff that you pick up is there just for public relations purposes. It says "Thanks for stopping by" and "Think nice thoughts about us" and "We do appreciate your business." If you stop for the freebies, let the vendors work with the people who have questions. Your turn comes when YOU need the vendor's product. If all you want is to pick something up, tell the vendor that if he/she approaches you; it shouldn't be embarrassing--just say thanks. Remember in future serious contacts, mentioning that little freebie is a good ice-breaker.
This may sound like an apology for the vendors, but actually it is the way everyone can get what they want. Can all this be condensed further? Sure---be a good consumer.
Know what you want, look for it in the right places, and compare the products you find. We all need to realize that many of the conference activities we take for granted are funded by the vendors. We owe them our thanks for their hospitality and for the information they provide. But they understand that every contact does not mean a sale; and we must understand that we have no obligation, based on a conversation or inquiry, to buy their product.
Now that you have the promotional literature, and perhaps some quotes for your particular needs, you can begin to make some comparisons. Glossy paper aside, is this enough information? Would you buy your new car after getting all of the appropriate brochures, and taking a few test drives? Or would you look in Consumer Reports or some such place to get additional information? Would you ask your neighbor/coworker/friend who drives the car you are thinking of buying for an assessment? Would you be willing to compromise on some aspect of the new car, for something you feel is more important? Or more affordable? Do you need the top of the line? Or will your needs be met just as well by something a bit less costly?
We have been looking at vendors as a source of information: They are not the only source, nor, perhaps, are they the best source. But they are a source that should not be ignored; certainly they make their products look good, but isn't that what we expect if we buy them for our libraries?
Durability and interchangeable parts and low operating cost aside, you really need to know how this thing you want LOOKS. How many people bought Checkers (remember the old cabs that never seemed to die), despite their reliability, large seating capacity, and infinite ability to be maintained and repaired? Not many---they weren't anything you really wanted to be seen driving, and besides the rest of the family wouldn't want to get in. In bibliographic terms (sound familiar?), you have a volume or two of data on the product you want, and bound separately a series (mm---more librarian lingo) of illustrations in various formats, and possible some type of electronic media (one more field to fill out in that record). The data are pretty dry reading, and the illustrations are very attractive; together they tell you what you need to know.
So what's next?
GO to the exhibits, with your plan of action,
GET what you want, and
ENJOY the experience.
And enjoy the Big Apple!