Follow Up Begins Before the Show
Research tells us that over 80% of leads gathered at tradeshows are never followed up. That’s a phenomenal number, especially when each lead has the potential to generate profit for your company.
Why do so many leads fall by the wayside?
It’s because show leads have a reputation for having no substance theyre either just cold business cards or similar basic information imprinted on a company lead card. There’s nothing there to give already busy professionals a reason to follow up.
Even if the salespeople do follow up, there’s only so much they can learn from a business card or bare bone information. For salespeople to view leads as being worthwhile for follow-up, they need quality information.
For this reason, it is vital that before the show you spend time going over the lead collecting process. Clarify exactly what types of information should be recorded on lead cards. Explain the importance of the information you are gathering. Make sure everyone knows exactly how to operate the card readers and use the printouts and lead cards.
Everyone working the show should know exactly what results you want to achieve at the various tradeshows you attend. Each show should have its own set of specific, clear, quantifiable, realistic goals. These goals should be in line with your companys overall marketing objectives.
These goals give staffers something to strive for, but they also serve as benchmarks to evaluate and measure team and individual performance. Full Article.
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