Generating leads is the reason for exhibiting

The principal reason for exhibiting at the various meeting industry tradeshows is to generate
leads. Sales and marketing should jointly
determine how many leads you need to generate and identify the criteria for
qualified leads. Here are some tips for managing leads:

1. Qualify,
   qualify, qualify: Gather your team
   for a brainstorming session of your last trade show experience. What worked and what didn’t? How good was
   the calibre of leads? Did the
   qualified leads buy and if so how much did they spend? How will you determine a qualified lead!
2. Splash
   out on hospitality: This might eat
   into your budget but it’s an opportunity to improve and maintain existing
   relationships as well as courting new potential customers. Hospitality can yield as much as 30-50 per cent
   increase in up-take. Alternatively create
   a meeting space for private conversations with key people and customers.
3. Use
   at least two methods to log prospect business cards: Leads are valuable information and can
   be lost in the chaos of travel and unpacking. Using only one logging method leaves you
   open to lost information. Use a combination of smart phone, laptop,
   portable scanner.
4. Design a custom lead form: It enables you to include questions
   designed to qualify your prospects. Are they the purchasing decision maker, within what time scale will
   they buy, etc? You can also use it to record everything you learn about a
   prospect’s needs – which can pay dividends in the future.
5. Lighten the load
   for your leads: Don’t laden
   them down with brochures, but instead scan their details and agree to send
   them a package after the show. Responding within 24 hours by efax, email
   or overnight mail, will ensure a favourable impression.
6. Identify high
   profile leads: Task a member of
   your team to walk around and scouring badges for key potential customers,
   guiding them to your booth and establishing their level of interest in
   your product.
7. Managing leads
   not yet ready to buy: Immediately
   after, follow up with a phone call.
   Not every lead will be ready to buy. Having a process in place that keeps
   them in the buying cycle allows you to stay visible and provides regular
   touch points.  Build up trust –
   you’ll eventually earn their business.

Any comments? Email conferencenews@mashmedia.net