Troy Trice

Make Your Show Leads Matter

Here are some tips for managing the leads that you and your staff work so hard to collect. First, we hear from a reader who has a suggestion for capturing more complete information on the visitors to your exhibit.

Have your staff fill out the lead generation card rather than the prospect or customer. This way you are sure to get all of the pertinent information as well as make a personal connection with that lead. It also gives the staff member a better opportunity to find out the exact needs of the prospect.

- Denise Stabler, Future Industries

90% of all sales literature distributed at an event is often thrown out at the trade show, either by sales people or attendees themselves. We bring limited quantities and only use sales literature as conversational visual aides. [You may want to load the literature into a ring binder so that it’s apparent that it is not for deposit into the show tote bag.] Always take the customers name and information and send literature after the show. Only hand out literature as a last resort when customers indicate they prefer to take it at the show.

- Kelly Steinkirchner, Product Mgr, Buffalo Filter

Prompt follow-up can pay big dividends.

Be quick and effective with the leads, not only when you come back from the show, but also when the show is still running!! Don’t wait too long; your prospect can forget you. Be the first who come back to him with all the answers, quotes, literature, that they requested! Make sure they will remember your company …so before the prospects leave the booth, ask them for the best time to call back. Let them know what you will talk about.

- Name withheld by request

Read more about Trade Show Leads and Making them Count

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