LEAD ME – GENERATING LEADS
One of the biggest outcomes from participating in a exhibition are not just the sales you make there and then, but equally are the leads you collect to GENERATE FURTHER BUSINESS.
This applies whether it is a consumer or trade event.
Whether a visitor to your stand becomes a lead will largely fall to your staff. It will be your staff that have the job of qualifying and obtaining the relevant information from them, and ensuring with the team they are followed up.
Your reasons for generating leads may vary depending on the event and the process in which you collect them will also vary. A common goal to all events is getting them to join your regular newsletter so that you keep communication open to them.
So this month I thought I would look at the options and considerations for lead generation. The starting point is to settle on what system you intend to use and again this is up to you.
Option one is a paper based system.This could be in the shape of a designed lead form in a clip board or as simplistic as a register book like that of a hotel or the old drop your business card into the fish bowl.
The second option is an electronic system, this used mainly at trade shows usually through a hand scanner that allows you to scan/swipe name badges that fall into a database. At some consumer shows they have loyalty clubs. If you have your own scanner you can use it to collect information or you could have a laptop and registration system you develop yourself. Just make sure that if an electronic system is used the data is compatible with your company’s computer programmes,can use preferred word processing internally,and can easily be distributed amongst your sales team.
The electronic system will of course save a lot of work after the event as it should be ready to use straight away.
It doesn’t really matter what system you use but all are a waste if you don’t have plans and staff in place to follow them up and use the data !
Some things you need to consider:
TYPES OF LEADSWhat types of leads do you want to attract and collect?
PRE EVENT ACTIVITY
What pre event activities are you putting in place to drive the qualified prospects you are after?
TECHNIQUES
What techniques for qualifying visitors have you? The second part to consider is what specific information do you want to collect on top of the standard name, address, telephone, email etc
DECISION MAKER?
Their position and decision making authority
INTEREST
Products or services they are most interested in and why
SPECIAL NEEDS
Any special requirements they have
BUDGET
What budget they have and cycle to spend
SIZE
Size of their business and company-are there other divisions you may be able to service
PREFERENCE
Preferred way to communicate to them i.e. email, telephone, personal appointment
Collecting visitor information is not an end in itself. It will be used for evaluation,follow-up,and ultimately,generating new business. Put a system in place and make it a core activity,the results will speak for themself!
IN A NUT SHELL:
We have developed the QUICS system for handling visitors on your stand, and for 2010 have produced laminated cards that will be distributed to exhibitors at every show. You will receive one when you arrive but you should also take time to reinforce this concept with your staff as a process they can use during the exhibition.
