PCA New Orleans Isn’t a Bourbon Street Vacation - It’s a Negotiation

Headed to PCA? Don't wing it! | Jonathan Lipson | The Cigar Profit Consulting

This blog is a nod to one of my favorite voices in negotiation and business - Chris Voss, author of Never Split the Difference. You’ll see concepts like “tactical empathy” and “calibrated questions” woven throughout. If you haven’t picked up the book yet, it’s a worthwhile read. You’ll get a lot out of it.

Introduction - How a Tobacconist Can Prepare for PCA 2025 Like a Pro

Let’s get something straight before you even pack your first guayabera: PCA 2025 isn’t Mardi Gras. It’s not a vacation. And it’s not Bourbon Street… unless you want your margins pickpocketed by the distraction parade.

This is the Super Bowl of premium cigars — and you don’t win it by winging it. Whether this is your first trade show or your fiftieth, walking into the PCA without a game plan is like lighting up a cigar with a blowtorch: you might get combustion, but you’ll lose all the nuance.

So, let’s flip the script.

This year, you’re walking in like a tactician. A professional. A tobacconist with leverage - not a retailer begging for deals. Because when you plan the right way, you don’t just walk out with inventory… you walk out with relationships, smarter margins, and a strategy that turns every order into ROI.

In this week's Cigar Profit 'Insights' blog, we’re going to walk through how to prepare like a pro - from pre-show positioning to at-show behavior to post-show follow-ups. We’re going to talk about why “booth hopping” like a fanboy hurts your brand, and why some of the most important deals happen outside of show hours.

The PCA can be overwhelming - but it doesn’t have to be. Because just like in negotiation, the advantage goes to the one who plans ahead, sets the frame, and listens more than they talk.

Let’s prep like this show is your profit center. Because it is.

What Most Tobacconists Get Wrong About Trade Shows

Most tobacconists walk into PCA thinking the job is to “find the best deals.” That’s mistake number one.

The real pros? They walk in knowing the job is to make the best decisions.

And those aren’t the same thing.

If you’re chasing discounts, you're already negotiating against yourself. You’re playing on someone else’s terms - reacting instead of leading. You’re getting sucked into the hype, distracted by show-only bundles, and convincing yourself that five boxes of something you can’t move back home is a win just because it came with a 30% discount, T-shirt and an ashtray.

Here’s the truth: the trade show isn’t about what’s flashy - it’s about what fits. Fits your humidor. Fits your customers. Fits your vision for the business you are building.

The biggest mistake? Thinking that showing up is enough. It's not. You need to know your gaps, know your customer base, and walk in with a clear idea of what you’re trying to solve - not just what you want to buy. Otherwise, you’re walking the floor like a tourist. Taking pictures instead of making moves.

The reps, the brand owners, the VP of Sales? They can all smell it. They know the difference between a buyer and a browser. And if you don’t know what you want, they’ll either upsell you into a bad buy or write you off as noise.

Bottom line: the PCA isn't a shopping spree. It's a strategic battlefield.

And if you're not walking in with intent, you’re walking out with regret.

Know Your Numbers Before You Touch Down

You wouldn’t walk into a negotiation without knowing your walk-away number. So why would you walk into PCA without knowing your inventory turns, margins, and aging stock?

Here’s the brutal truth: most retailers can’t answer basic questions about their own business when they hit the trade show floor. They’re flying blind - chasing what’s new without understanding what’s working.

You want leverage? You want clarity? Know. Your. Numbers.

Before you land in New Orleans, you need to sit down with your sales reports and ask three key questions:

1. What’s moving? - Not what you like, but what your customers are actually buying. Identify your top 20% SKUs. That’s your baseline.

2. What’s aging? - Dead inventory is a silent killer. Don’t stack more of it. Know what’s gathering dust and avoid products like it.

3. What’s missing? - Where are the gaps in your humidor? What are customers asking for that you don’t have? That’s your opportunity.

Now, take that intel, build a buying plan, and bring it with you. Not just in your head - printed, highlighted, tabbed if you have to. You walk into a booth with that kind of clarity? You shift the balance of power.

The rep realizes you’re not just there to fill shelves - you’re there to build a program. You’re solving problems. You’re making strategic moves.

And in a sea of retailers looking for free samples, that mindset? It sets you apart.

This isn’t about being the smartest guy in the room. It’s about walking in with a plan that makes you unshakeable.

Set Strategic Objectives (And Stick to Them)

The biggest danger at PCA? Shiny Object Syndrome.

New lines, limited editions, show exclusives — they’re everywhere. And they’re seductive. But unless they’re part of a bigger plan, they’re just distractions in a very expensive room.

Before you land in New Orleans, you need to define your objectives. Not “browse around.” Not “see what’s new.” We’re talking actual strategic targets.

Are you trying to:

• Deepen your margin mix by onboarding high-performing value lines?

• Add boutique brands to attract a trendy customer base?

• Secure event deals or in-store support from manufacturers?

• Fill a void in your humidor – limited editions from your customers’ favorite brands, show exclusives, that one SKU that’s always out of stock?

Whatever your play is - write it down. Limit yourself to three core goals. More than that, and you dilute your focus.

Here’s where this becomes tactical: when a rep pitches you, filter it through your objectives. If it doesn’t move you closer to your goals, you don’t bite. No matter how good the deal looks.

Why? Because undisciplined buying isn’t strategy - it’s speculation. And in this market, speculation turns into dust and markdowns.

This is how pros separate from amateurs at trade shows. The amateurs chase hype. The pros chase alignment.

And if you think your best margin comes from a sweet PCA deal, you’re thinking too small. Your real profit comes from products that move - with velocity, consistency, and low friction.

That means only buying what earns its place in your humidor. Everything else is noise.

Evaluate Deals Through the Lens of Reality

At PCA, every deal sounds like a win.

• “Buy 10, get 5 free.”

• “Floor displays at 30% off.”

• “Pre-book now for exclusive allocations.”

Sounds good, right? But here’s the truth: most deals aren’t built for your margins - they’re built for their quotas.

This is where tactical empathy kicks in. The rep across from you is under pressure to move product. That’s their reality. Your job? See it - and don’t get swept up in it.

Instead, start by anchoring to your own numbers:

• How much shelf space do you actually have?

• What velocity do you need for a new SKU to break even?

• Can you or your team sell it without retraining or cannibalizing what’s already working?

That free box isn’t free if it sits in your humidor for six months collecting dust. That floor display isn’t a win if you don’t have the foot traffic to move it. And that “exclusive” blend? It’s only exclusive if your customer cares.

Every deal should pass a simple test:

“Will this product perform in my store, with my customers, under my selling conditions?”

If the answer’s a maybe - it’s a no.

This isn’t about being difficult. It’s about being decisive. Because your humidor isn’t a warehouse. It’s a curated portfolio of SKUs that earn their keep. And every inch you give to a bad deal is an inch you take from a brand that could’ve scaled. 

Train Your Staff Before You Go

Here’s a mistake I’ve seen too many tobacconists make: they prep their booth strategy, their travel, their PCA wishlist - but forget the people holding the fort.

You wouldn’t walk into a negotiation without context. Why let your staff run your business without it?

Before you board the plane to New Orleans, your team needs more than just a shift schedule. They need intel.

• What’s moving right now?

• What’s overstocked?

• What brands are under review or on the chopping block?

If they don’t know, they can’t sell strategically. And when you come back with five new brands and 200 boxes of product, it won’t just be the shelves that are confused - it’ll be your people.

Instead, give them the playbook:

• What to push while you’re gone.

• What to discount - and what not to.

• How to frame upcoming inventory changes with regulars.

• When to call you for real-time feedback if something changes.

Even better? Empower one person to act as your point-of-contact - not just to manage the chaos, but to report patterns. “Customers keep asking about ‘X’-brand we don’t carry.” “We sold through the ‘Y’ samplers in two days.” That’s intel you can use when you’re at PCA making real decisions.

This isn’t about micromanaging. It’s about mission control. Because the smartest plays at trade shows aren’t made in the booths - they’re made by the people back home who know the game plan cold.

How to Spot a Future Problem Before It Lands in Your Humidor

Every trade show deal looks good in the moment. That’s by design.

Glossy packaging. “Limited Edition” everything. Discounts that expire in hours. A handshake and a smile that makes you feel like you’re walking away with gold.

But let me give it to you straight: not every shiny box is worth the shelf space. And some of the worst headaches in your humidor start with a “can’t-miss” deal at PCA.

That’s why you need a filter - a way to evaluate offers in real-time that goes beyond price and packaging. Start here:

• Track record. Does this brand have distribution consistency? Are other tobacconists in your network seeing repeat success - or was it just launch hype?

• Support. Are you getting marketing materials, digital assets, and staff education? Or just boxes and prayers?

• Sell-through rate. Don’t ask what the discount is. Ask how long it typically takes to move 10 boxes in stores like yours.

• Reorder process. If they’re making it hard now, it won’t get easier later.

Remember, your humidor isn’t a warehouse. It’s prime real estate. Every new product that lands in it needs to earn its keep - not just because you liked the sample.

If something feels rushed, foggy, or forced, press pause. A good deal will hold under scrutiny. A bad one will start to crack.

And if a brand can’t answer your tough questions clearly? That’s your answer.

Negotiate Like a Business Leader - Not a Tourist

Here’s something they don’t put in the PCA handbook: the show floor is built to disarm you.

It’s designed to feel like Vegas - bright lights, free samples, loud promises, fast action. And if you walk in as a tourist, you’ll leave with bags full of bad bets.

But if you walk in as a business leader - with clarity, intention, and leverage - you come out with strategic wins.

So how do you flip the script?

Start by anchoring your priorities. Know what you’re willing to invest in, what holes you’re trying to fill, and what margins you need to hit. Without that, you’re playing their game - and they’ve rehearsed that script a thousand times.

Next, slow things down. Fast talkers want you to commit quickly because hesitation gives you time to think. Ask calibrated questions:

• “What’s the support structure for a first-time order?”

• “What does the reorder cadence typically look like in your top-performing accounts?”

• “If I commit to X today, what can you do to help me build velocity post-show?”

Those aren’t just questions - they’re framing devices. They shift the conversation from “I want to sell you something” to “I need to earn a place in your business.”

Lastly, don’t be afraid to walk away. Silence is a powerful negotiating tool. If a brand is pushing urgency, they may not be offering value - they’re offering pressure.

You’re not here to buy cigars. You’re here to build a business.

Negotiate like it.

What to Do After the Show — The Follow-Up That Actually Moves Product

Here’s the mistake too many retailers make: they treat the PCA like the Super Bowl. Game day comes, they show up, they win or lose, and then it’s over.

But the real winners? They treat PCA like Day One.

That catalog you received, those samples you picked up, the deals you negotiated - they don’t move product unless you move on them.

First, triage your bag. Not everything you grabbed is worth a shelf. Go back to your notes - what had velocity potential? What filled a gap in your humidor strategy? What got you excited… and what just had flashy packaging?

Then, initiate conversations fast. Don’t wait for reps to call you. By walking into their booth, (like walking into a dealership to test drive a car), you are actually the one who reached out first, you control the momentum. A quick message: “Great meeting with you at PCA - we’re evaluating X for potential placement. Can you send over marketing assets, turn rates, and opening order terms?”

You’ll separate the serious partners from the smoke blowers in a single email.

Next, plan your rollout. Don’t just throw new brands on the shelf. Build a plan:

• Staff training on blend profiles.

• Feature placement in the humidor.

• A social media or email push with launch messaging.

You’re not stocking cigars - you’re launching SKUs.

Finally, track and adjust. What sells in the first 30 days? What’s lagging? What feedback are your customers giving? This isn’t the time for guesswork. Get granular, get smart, and get ruthless.

Because at the end of the day, PCA isn’t about how much you buy - it’s about how much you move.

The Real ROI of PCA

If you’ve followed along this far, you already understand something most retailers miss: the PCA Trade Show isn’t just a buying event - it’s a strategy accelerator.

Too many shops show up to buy cigars. But the ones who see real returns? They show up to build businesses.

ROI doesn’t start with a show special. It starts with preparation. It’s the conversations you plan before you even touch down in New Orleans. It’s the clarity you bring about what your humidor needs - and doesn’t. It’s knowing which brands align with your vision and which ones are just adding noise to the shelf.

During the show, ROI is about restraint and intent. You don’t win by walking out with the heaviest bag - you win by walking out with the most purposeful one. You listen, you learn, and you ask the questions others are too timid or too distracted to ask.

And afterward? That’s when you get surgical. The follow-up, the rollout, the positioning - it’s all part of a system. You’re not just reacting to trends. You’re shaping your store’s future.

So, ask yourself this:

• Are you walking into PCA hoping to find a deal?

• Or are you walking in with a plan to make money?

There’s a difference - and your customers will feel it the moment they step into your shop.

The booth is just the beginning. The real ROI comes when you get home.

Want help building buying strategies that actually drives results?

Let’s talk. At The Cigar Profit, we don’t deal in guesswork. We help tobacconists prepare with purpose, buy with confidence, and execute like professionals. Schedule your Exploratory Call today!

Here’s a freebie to get you started:

The Tobacconist’s PCA 2025 Playbook Checklist

Phase 1: Before You Hit the Ground (Pre-Show Prep)

1. Define Your Mission

   
   

   What’s your actual goal? Reordering staples? Exploring new brands? Testing accessories? Write it down. If you don’t set the mission, the show will do it for you.

2. Audit Your Humidor

   
   

   Know what’s moving, what’s stagnant, and what’s missing. The last thing you want is a "gut feeling" guiding a 5-figure PO.

3. Circle Your Targets

   
   

   Identify 5-10 must-visit booths - and 5-10 “wild cards.” You’re not just walking - you’re hunting with purpose.

4. Know Who’s Who

   
   

   Study the exhibitor list. Know the reps you want to see and who’s new to the floor. Don’t let a missed handshake cost you a year of margin.

5. Prep Your Financial Flexibility

   
   

   Determine what’s negotiable, what’s locked, and what your reorder thresholds are. Know what levers you can pull.

Phase 2: Working the Floor (During the Show)

6. Lead With Listening

   
   

   Let the reps talk. The more they say, the more you learn. Tactical empathy begins with silence.

7. Ask Better Questions

   
   

   Don’t ask “What’s new?” Ask:

   • “What’s working for your retailers?”

   • “Where do you see brand pull in my region?”

   • “What are your turn targets for first-time buyers?”

8. Don’t Sign on the Spot

   
   

   Never commit when your feet hurt. Take notes. Snap photos. Compare later with a clear head.

9. Benchmark Incentives, Not Hype

   
   

   Show deals are sexy. But ask:

   • Does this ship on time?

   • Are terms enforceable?

   • What happens after PCA?

10. Build New Relationships Intentionally

    
    

    Small booths? Big opportunity. Sometimes the guy with the clipboard and no signage is the next big thing. Vet for vision, not just veneer.

Phase 3: What You Do When You Get Home (Post-Show Strategy)

11. Decompress, Then Deconstruct

    
    

    Don’t rush into orders. Review with your team. Compare notes. Highlight what aligns with your store strategy, not your dopamine hits.

12. Vet New Vendors With Discipline

    
    

    Research beyond the booth. Social proof. Shipping records. Retailer testimonials. If it feels rushed, pump the brakes.

13. Plan the Rollout, Not Just the PO

    
    

    What’s your shelf story? Staff training? Promotional window? If you’re not planning how it sells, you’re just warehousing.

14. Revisit, Reconfirm, Rebuild

    
    

    Follow up with the brands you liked - confirm details and ask for updated terms in writing. No handshake should ever be the final word.

15. Share Learnings With Your Customers

    
    

    Bring your clientele along for the ride. “What we saw at PCA” posts build excitement and reinforce that you’re not just selling cigars - you’re curating culture.