Then we met our customers there - private individuals - eagerly picking up any information and trade price lists they could lay their hands on. We wrote to the organisers on two successive years only for the issue to be dismissed as too difficult to control - but then it has always appeared a numbers game for them to persuade exhibitors it was and will be worth the expense.

Many of the major exhibitors have come around to our thinking particularly when the common question on the floor is "where can I buy these"!

In becoming more frustrated with the number of public at the show, in 2003 to prove the point we did not pre-register and "signed-in" - no request for ID or anything. Alas in 2004 National Boat Shows totally lost our interest by advertising the show in Practical Boat Owner.

Qu'elle surprise retailers aren't interested! Next year the yacht clubs are organising members coach trips (but it keeps the numbers up! ).

So what is required? Something for retailers driven by retailers. We seek more than regurgitation of the visits made by representatives. For the cost of a stand at Windsor senior management could get out in the field and develop goodwill, contacts and an understanding of its client base.

New products? The most meaningful item we can recall stemming from a visit to Windsor was Den Bol's (of whom we had no previous knowledge) introduction of the Walker Bay dinghies. Where existing supplier relationships exist surely it falls to the rep to introduce new products through the appropriate medium. Otherwise focused and targeted marketing by unknown suppliers or newcomers will bring their product to interested parties.

Alternatively they still have London and Southampton if they really don't know where to begin or wish to get a wide scattergun exposure.

Deals? If you are established you do not need to buy at the show; the offers for bona fide customers are understandably carried over. Besides, one cannot have a meaningful, confidential and uninterrupted conversation.

As a further observation a few of the attendants are so tired of repeating the same spiel or recovering from the night before you can get more out of a Burton's mannequin.

They don't need it and would probably prefer to be somewhere else.

OK, we have had our say so what would be useful? In order to have a general look at products and to shake a hand how about genuine marine traders being invited to Preview Day at the boat shows - we wonder who actually goes other than press and special guests. We are sure access is stricter than NBS have employed at Windsor.

As to individual suppliers, we are of the opinion they do not and should not look to showcase events to be successful in their wholesaling. There will never be a replacement for the strength of a working relationship developed between seller and buyer.

To conclude there are two approaches to marketing and selling in a cohesive way - build stronger relationships on existing foundations or identify new markets and products through focused research and presentation.

Let's refresh ourselves for a professional, joined-up and united approach to delivering the needs of our boating customers in 2005/6.

Yours faithfully Nick and Ann Storton The Brigantine Yacht Chandlers Devon