As I sit at my booth in Phoenix, Arizona, at the 2009 PRSM show, Janice Wynne, a representative for our company, hands me a card in a whimsical way and announces "this nice lady is the one you submit articles to for the retail PRSM mag," she continues "since you write that huge blog each month, perhaps you should share your CANADIAN Eh! perspective with the retailers in the USA."

As she hands me the card, I reach into the left pocket of my pants, grab my Blackberry and begin to type this new contact.....K-A-R-E-N....You get the point.........

As I sat on a bar stool at our booth, beside a royal Canadian mountie poster, I peered up over my glass and said in a very cavalier way....... “I think we are the only Canadians here?”

When the Canadian version of PRSM started, more then 30 Canadians came to the show. That was back in 2004.  At the time there were about 6 booths that represented Canadian vendors, all of us with our hopes and good intentions of tapping into that great American dream.....of BIG business....

Most sales people and owners often forget, you only get back what you put into an association and this ideology knows no "borders". Education, employment opportunities, networking and increasing business only come with effort, and just showing up doesn't cut it. Ironic or not, we all get caught up in the idea "if we just show up.... We should get the opportunities"..... When we do or don't, we instantly place the failure or success on the venue or company we represent, when really, we should look at ourselves. If we don't make a sustained effort, stick out our hand and say hello, or follow up on a miracle opportunity with a phone call......(and by the way,  sending email is a joke, making one phone call is a sin and a waste of time)......The key words being "a sustained effort".

People want to do business with people..... Friends! Friends aren’t a fluke. We have to make an effort to pick up the phone once in awhile.....Friends and vendors have alot in common if you really think about it......They show up un-invited, they call at the most inopportune time......We have to forgive them for mistakes.

The real question, how do you become a friend (or vendor)? The first thing you have to do as a friend (or vendor) is to make a continued effort and expect nothing...Patience is a virtue. It’s hard to believe that I expect you to make a continued and sustained effort expecting nothing...... But I believe good things happen to those who wait. If you cherish the relationship first, then other things will happen!

Back in 2004, Ronald Rau was the President of PRSM.  I was a new guy, from a new country, in Hollywood Florida and I didn't know anyone. I saw the directory and figured out Ron was the head of the group.

On Sunday night at the opening reception I saw Ron from a distance surrounded by a huge number of vendors, he was like the Prince of PRSM. As I assessed the situation, alone in a corner of the room, I realized there would be no opportunity to bust through that posse and introduce myself, and if I did, he would never remember me..... He was an important guy, he didn't have any stores in Canada, he could never give me business, he would never need me.... Why would he even care about me ... A stranger from another country, eh! As I stood alone in the corner, at a counter-height table, drinking convention juice served on mass, knowing my company had just spent $10,000 for me to be here, feeling uncomfortable with myself , with a million thoughts running through my head.....If  I don't come back and justify the expense, we never come back. If I don't bring back 20 new business cards I look like I can't do my job. If I stand here at this table for the rest of the trade show at least I haven’t been rejected. I felt like a kid at his prom without a date, or a kid at a new school........3 glasses of punch and 30 minutes later...... still reeling over my lack of confidence, I'd convinced myself that the show was stupid, and I might as well go sit on the beach for 3 days, hit the show for an hour and pick up as many business cards as I can from other vendors to show my company I at least did something. I just wanted to run away.....

As I look up from my punch and thoughts, there was Ron again, only 25 feet away, with only 10 people around him..... I had a sudden burst of courage; this was my moment to shake the prince's hand. What could it hurt; even if he blew me off, the temperature outside was 80 and the beach looked great....Those 10 people might think I'm an idiot to expect "this Canadian, with no business available in Canada, with limited brands could get even 5 minutes with the famous Ronald Rau....... The Prince of PRSM......"

Without even feeling my feet move, I start my walk toward him.....As I approach, oblivious to anyone else in the room, a kid 35 years old,  I knew I could do it.  Ronald Rau himself was unaware of my stealth approach, as if I was about to ask him to dance............and be rejected....

As I got within 3 feet of Ronald Rau, I wipe my sweaty palm on my slacks and reluctantly put it out for the offering. In my head I've prepared my pitch, my one line that will captivate my prince....... As I reach him, my hand outstretched and ready for my Shakespearean word, a man from behind Ronald Rau taps him on the shoulder.....As Ron's hand almost touches mine he turns his back to me to speak with an old friend. With the big hug of this other gentleman, I know my chance is gone......Again I'm back to being a wallflower........Screw that,  I'm gonna wait, I'm in for a penny...... With my great opening line gone, Ron turns back to me with his arm around his old friend. I stick out my hand again..... No longer would I be a stranger in this group....... This is it, my hand extended and his ready to be taken...the moment is here....Then it happens....his PRSM bag drops from his shoulder spilling all his PRSM propaganda onto the floor..... As I help him pick it up, along with the 6 others, who, unbenouced to me, are all wall flowers too, searching for that golden opportunity to shake his hand as well, our eyes meet. This is my opportunity, this is the moment....... "Hi, I'm Tim Byrne from Canada" I say with a timid grin........ "I want to take this opportunity to say Hi and introduce myself." Ron, with the grace of a president says "Welcome, how's it going so far?" "It's going great", I lie...... my nerves shot…… As we rise from the floor of the reception room, as other old friends, vendors and retailers cut in on my "dance", I blurt out ......."Can we have dinner?" Ron of course says "I'm really busy, already have plans". In the midst of shaking others hands and saying hi..........I cut some one off and say again, "please, I really need to get to know you", Ron stops shaking hands and time stands still for 5 seconds and he says with a little pity........"Ok were having dinner tonight, be in the lobby at 7:30pm we'll catch a cab to the restaurant."

"Thank you so much Ron, I don't want to take up anymore of your time, I'll see you at 7:30pm......"I turn and walk away, the cock of the walk, proud that I had over come my fears, I Tim Byrne was going to have dinner with Ronald Rau the President of PRSM, the boss of Limited Brands (funny thing is I didn't even know what Limited Brands was, and don't tell him).

In my room getting dressed, I tried on every one of my shirts to figure out which one would give the best impression. I was in the lobby at 7:25pm...... Never be late.....

There I stood at the valet desk, along with 14 other people, oblivious to the fact that my "intimate dinner" with Ronald Rau was with 15 of his closest industry friends....

The bubble burst.....When we all got to the restaurant there was a huge table, resembling the last supper, set for 16 people....... I have sat in a lot of board rooms, so I did what I have been trained to do..... Wait until the President is seated and then take a spot that is

appropriate to get his attention.....Ron sat in the middle of a long edge, so I sat right across from him on the opposite long edge of the table......... By this time it was evident that most of these guys we are dinning with are vendors courting Ron for business........ I was not..... I was looking for a friend.......

It was 9pm by the time we ate,

It was 1am before the bill came.......

It was three AM by the time I realized that everyone had left and it was RON and I alone......

Now for the last 6 years every Sunday night Ron and I have our annual dinner, sometimes with his entourage, sometimes just him and I.

I have never looked for business from Ron, yet I know that our relationship is far more valuable then the business..... Ron, without knowing what kind of work I do, gives me referrals, has invited me to his corporate workshops so I can learn, and has even had me help his staff with challenges..... Not as a vendor.....as a friend......

6 years later, I can honestly say if you make a "sustained effort", try, have good intentions, then good things will happen.....PRSM unlike any other organization, is about friends, relationships....... As individuals we are weak.... As a group we are strong.........

As this economy changes, it is our relationships, our willingness to help each other that will survive us......

Don't worry PRSM, the last standing Canadian will continue to support your organization in 2010 and beyond...........

I'm posting this article on my blog at Byrne Partners EH........ I write every month... Stories, ideas, thoughts and challenges from the heart..... In hopes I give other people hopes, ideas, and laughs at my expense.........

Tim Byrne