When you invest in custom trade show exhibits you want to be certain you have a lead generation management plan in place to ensure your investment does not go to waste. Having a plan should be a main focus of your trade show strategy and be shared ad nauseum with your team so they are all on the same page and ready to work together to generate as many sales leads as possible.
Follow Through Stats
It is quite discouraging to hear that 80 percent of the sales leads generated at custom trade show exhibits are actually never followed up. This is staggering when you consider the time, effort and money that go into planning participation at trade shows. Decide well before the show how you plan to collect sales leads. Look at using an App or smart technology to collect sales leads to avoid losing business cards or worse asking people to fill out forms at a busy, noisy trade show. There are many CSM programs available or you can work with your IT team to come up with an easy App to use. QR codes can also work, but it puts the ball in the court of the lead which isn’t always as good an idea.
Check List
In order to generate leads your team needs the tools to get the information they need quickly. Trade shows are busy and people will not want to lounge around waiting for information. Provide your team with a checklist to work with that will allow them to qualify customers quickly and get them the presentation and/or information they need right away. This will help your team get through customers more quickly as well as provide them with a good technique to engage potential clients more effectively.
Be Efficient
It’s not a bad idea to work with your team and supply them with an email they can forward on the spot. Being proactive is the key to sales leads. You don’t want anything to fall by the wayside. If they themselves will not be the key contact then work it the other way in which they forward all sales leads to the sales reps either as they get them or at designated times during the day. Have a schedule that allows your team time to organize and manage their leads during the show so they don’t lose them between the show and heading back to the office.
