TRADESHOW REPORT

(Feb. 16, 2007)

Turn Leads into Sales after IBS

The week after IBS is crucial for exhibitors looking for a return on their investment. A key complaint from trade show attendees is that exhibitors do not follow-up after the show as they promised. In fact, studies show that 80% of exhibitors fail to take this crucial action. Be several steps ahead of your competitors by following up immediately with prospects to ensure a greater return on your time and money at tradeshows.  

Here are some effective tips for Exhibitors looking to turn leads into sales:

  • Give lead sheets from your exhibit manager or booth staff to your sales force immediately. Arm your sales reps with as much information as they need to personalize their approach. To be memorable and effective with attendees, follow-up should occur within the first three weeks following the show. 
  • Qualify your leads based on the contacts level of interest during the show. This way your sales force knows the level of action to take with each lead.
    For example: “A” leads require immediate action—schedule a meeting or send a proposal.
    “B” leads can wait a week or two for a sales call.
    “C” leads should receive product information in the mail with a follow-up call or e-mail.
    “D” leads receive e-newsletters or other electronic correspondence.   
  • Contact the tradeshow management office to receive a list of attendees that specified interest in your type of product. Reaching out to attendees that didn’t make it to your booth increases your chances for additional leads.  
  • Ensure that your sales reps have actionable items for turn-downs: there should be an alternative to product or service purchase, such as an e-newsletter subscription, research or technological white papers, or other offering to keep prospects engaged.

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