Posts Tagged ‘Collecting’

Aug
16/10

4 Steps To Collecting High-Quality Trade Show Leads

Last Updated on Monday, 16 August 2010 12:46
Written by admin
Monday, August 16th, 2010

Trade shows are one of the most powerful vehicles for introducing new products, getting the word out about existing products, and attracting new business. If executed well, your trade show marketing plan can boost your sales and revenues, paving the way for future growth.

However, simply showing up for the event is not enough. The things you do before, during, and after the show have an enormous influence on your success. Collecting leads is one of the most important. Today, I’ll provide a 4-step plan to collecting high-quality trade show leads.

Set aside time to train your booth staff regarding how to properly collect leads. Being friendly is just the beginning. They need to learn how to approach attendees who visit your booth and ask the right questions in order to qualify them. Provide them with a script that describes the benefits of your products. Then, roll play so they can gain practical experience talking comfortably about those benefits.

Your trade show giveaways are an opportunity to attract potential customers to your booth while promoting your company over the long run. Avoid using cheap promotional items that might reflect poorly on your business. Instead, invest in high-quality giveaways that make a lasting impression. If you can send your leads home with a promotional giveaway that they’ll keep using, that item will continue marketing your company’s name.

This is where the training that you provided your staff pays off. When visitors come to your booth, your employees should immediately approach and engage them in conversation. The goal should always be to qualify them. Your staff should try to identify visitors’ needs, their budget, and whether they have purchasing authority. Establish lead-collecting goals before arriving at the trade show. That way, your employees are always aware of their objective.

Time is limited at trade shows and it’s essential that you spend it wisely. You’ll find that disqualifying prospects is just as important as qualifying leads. If a visitor is unlikely to do business with your company, your booth employees must be able to disengage and speak with other visitors. If you’re using trade show attractions to draw large crowds, it’s even more important.

The 4-step plan that I’ve just described to you is one of the reasons for my trade show success over the years. Leads mean everything. If you implement a system with your staff that focuses on collecting as many of them as possible, you’ll enjoy a significant competitive advantage. Once you return home, start following up on your leads immediately to make them count. You’ll find that trade shows are a potent channel for growing your business.

View the original article here

Tags: Collecting, HighQuality, Leads, Steps, Trade | Posted under Trade Show Tips |

Comments Off

Aug
16/10

The Big Problem With Tradeshow Lead Collecting

Last Updated on Monday, 16 August 2010 04:17
Written by admin
Monday, August 16th, 2010

TELEFON Companies spend boats full of dollar bills on tradeshow marketing. They’ll spend to train their staff, spend to put up a great booth, spend to spiff it up with cool graphics and maybe contrive an outstanding demo of their products.

They may do it so well, in fact, that they’ve got hundreds of folks clamoring for their product. These hot prospects leave contact information and details on their wants and needs in regard to the product or service.

Then they go back to their office, expecting a follow-up call or email. Or brochure, or postcard. Something. Anything!

But they get nothing. Nada. Zip. Zero. Squat.

Why? Because the company with the booth dropped the ball. They didn’t follow up consistently. The sales staff didn’t see the value in the leads. Or they made a couple of calls, ran into a few dead ends and assumed that all the leads were equal. And stopped calling.

Or the leads were delivered to the sales staff, but someone there didn’t do much with them. Because it was, after all, a pretty big job. With hundreds of leads, the idea of calling or writing all of those folks was intimidating to say the least! So the follow up was far short of what was necessary to drum up more business. Which was, in fact, the whole point of going to the tradeshow.

So often the long chain of events that starts with the decision to exhibit at a tradeshow falls apart with a single weak link.

In this case the tradeshow leads were collected – a lot of them! – but there was minimal follow up, mainly because the system broke down. Or expectations were unrealistic. Or the manpower to follow through wasn’t available. Or the will was weak. Or something.

Before heading off to the tradeshow, make sure the ‘back end’ is set up. Put your system into place which takes into account the following:

How will the leads be distributed?Who will follow up?What is the nature of the follow up?How many leads are expected?Is the manpower sufficient to handle the new show leads?Is the budget in place to make sure the follow up happens?Is someone actually in charge?

Tradeshow leads – by themselves – are worthless. Like a great idea that sounds cool over a can of beer, nothing happens until the action takes place.

If your tradeshow leads remain in stasis, you won’t write any business. Without action, you’re like the wallflower at the dance thinking about asking the pretty girl to dance. You’re just standing there. In the shadows. Against the wall.

If on the other hand you have a plan – and a system – for tracking the leads, the follow up (phone, email, direct mail, in-person visits), and the inevitable customer wants and desires, you can actually make hay with tradeshow leads.

In a recent chat with Fred Trembley with Tradeshowfollow-up.com, he confirmed what most people in the tradeshow consulting business say: that almost 80% of all tradeshow leads go a-wasting. He says that a system is definitely needed to prevent that from happening.

And I say that if you are able to follow up on most of your tradeshow leads, you’re at least one important step ahead of 80% of your competitors!

Are your leads wasted?

photo credit: aikijuanma