Lead Gathering Tips Prior to Your Next Show
Generate the Most Leads Possible with These Helpful Tips!
A big part of any exhibit is lead generation. Attending a trade show or conference is expensive. If you don’t generate any new leads or connections at your exhibit, then it really isn’t worth the investment.
The lead-gathering and lead follow-up processes should be one of the first priorities for companies when planning a show. While this seems reasonable, planning exhibits involves a lot of deadlines and details that force strategic lead management to the back burner.
When you prepare for your exhibit and develop your lead-generation strategy in advance, you can determine lead projections and measure the return on investment after the event.
By following these tips, you’ll be prepared for an effective day of meeting new prospects and generating leads! To learn more, be sure to check out our website.
“A big part of any exhibit is lead generation.”
Tip #1: Understand what it means for a lead to be “viable” for your company at this event.
The first – and often overlooked – step is determining what qualifies a participant at your booth, seminar, etc. as a viable lead. That’s why it’s important to take note of certain factors of a possible prospect, such as their purchasing time frame, job title, business goals, and so on.
Identifying which booth visitors are viable leads is a collaborative process that begins with reviewing any imperative attendee data with your sales and/or marketing teams.
Once you and your teams have a clear picture of your target audience and any hot leads that may have been gathered in the process, you can then determine which attendees should receive immediate attention, based on how well their business goals and ambitions align with your sales objectives. This allows you to look through the lead-retrieval data after the show, to see how many prospects resulted in viable leads.
Important tip! Make sure to treat any existing clients who visit your exhibit as leads, as well. This is also an excellent opportunity for your staff to highlight your company’s latest offerings to people who are already supporting your brand. If you take the time to share your new products and services, you will most likely increase the long-term viability of current loyal clients!
“It’s important to take note of certain factors of a possible prospect.”
Tip #2: Identify what information is most important to bring to your sales team.
Your sales team is the one that will communicate directly with potential leads, so it is important to identify the most essential information to bring to them – before, during, and after the show.
Some background information for potential leads to bring to your sales team may include, but is not limited to:
- Prospect’s job title
- Prospect’s email address
- Prospect’s phone number
- Prospect’s social channels
Essentially, make sure to outline the fundamentals of your prospects for your sales team. This will make the entire process of the exhibit as a whole much easier for everyone involved. This information is also useful for allowing sales reps to address leads by their correct names in post-show communications, to build rapport.
Make certain to schedule a pre-show meeting with your sales team to deliver any pertinent information. Inquire about which insights into newly gathered prospects will be most useful in fostering in-depth follow-ups. Typical requests may include inquiries about additional prospect factors, such as:
- Purchasing authority
- Alternative options the prospect may be considering
- Specific products or services of interest
It’s important to note that while you want to gain as much information as possible from your prospect during the exhibit, keep in mind that they are visiting to weigh their options.
Exhibit participants have a lot to experience in a short amount of time, so don’t try to linger too much. A good rule is to keep your overall process under two minutes while talking with potential prospects.
“Make sure to outline the fundamentals of your prospects for your sales team.”
Concluding thoughts and bonus tip
Once the exhibit is over, your lead gathering doesn’t stop – be sure to create a post-show report to outline each potential lead collected before, during, and after the show.
By following these tips and providing a strong lead foundation for yourself before the show even begins, you can have the confidence you need to identify prospects, partner with more loyal clients, and make the most of your trade show exhibit!
“Once the exhibit is over, your lead gathering doesn’t stop.”
So, are you ready for your next exhibit? We believe that you have everything you need to set yourself up for success and discover your next list of prospects! Start gathering your leads today.