9 Ways to Manage Leads at a Tradeshow

Picture this:  You’re at the show and your booth is unstoppable.  Everyone wants to check it out, and you feel like you should win a medal for how on point your selling is.

You're sure you just gained at least 10 new customers, and you are pumped to see that profit rolling in really soon.

Two weeks later….nothing’s happened.

You were so sure attending that trade show was going to create so much revenue for the company.  However, it didn’t.  Now you're thinking was I totally off my game?  Things seemed so genuine.  You really thought people loved your product, but where are they now? 

One important thing to note, is that just with any relationship, it has to be nurtured.  

Have you ever met someone at a bar and had the best conversation with them, but nothing ever came of it?  It’s the same thing.  Their needs to be follow through.  

The last thing you want is for all of those leads to forget about their awesome experience with you, and more importantly their intent to buy your product.

If you are completely lost on how to effectively manage leads during and after the show.  This series is intended for you.   To start, we need to explain how important it is to manage leads at the tradeshow even when you think you are already dominating the scene.

 

Here are 8 steps that you should follow to manage your leads during a trade show.

Step 1:  Think about leads early

We all know how important it is to plan ahead.  It saves our butts in the long run if we do.  Take some time to see who is going to be at the show.  Do some research on what kind of guests will be showing up.  Find out if any of them are in your target market.  If not, more than likely you picked the wrong show.  Hopefully that isn’t the case.  If there are a ton of prospects that are going to be there, find out more about them before you meet face to face.  People love talking about themselves and if you have something to ask them about, they’re going to feel impressed. 

Step 2: Plan your process

Once you have created your strategy for what companies/people you want to specifically target, get your game plan together.  What is your approach?  What do you want them to remember the most?  How will you get their contact information?  How will they get your contact information?  These are questions you need to answer ahead of time in order to effectively gain leads.

Step 3: Focus on them, not you

Now you have your sales pitch ready to go, that’s great, but don’t bombard them with it.   Focus on your customer and their needs.  It is best to have a genuine conversation trying to learn more about them so they feel more important.  Not everyone is going to need you, so sit back and listen to see if there is an opportunity available.  To learn more about this technique check out the concept of SPIN selling.  It will help guide you while practicing this style of selling.

Step 4: Make your booth experience memorable

As mentioned earlier, people love to feel appreciated it.  Make them your focus. When designing your booth, keep your target market in mind and think about what would attract them the most.  Then find the best way to make that happen.

Step 5: Let your warm and friendly personality shine through

Be yourself!  People feel more comfortable when things feel real rather than fake. Put your salesy lingo aside and speak to someone human to human.  Relax, and let the conversation flow.  Try to keep it on track by using SPIN guidelines but take interest in the other person.  You have to genuinely want to help them in order to appear that way.  If you just want their money, they are going to catch your bluff quicker than you think.

Step 6: Give them your information

It is extremely important to make sure your customers leave with information about your company.  Most specifically, with ways on how to contact to you, and a short reminder on what you guys are all about.

Step 7: Collect their information

Even more so important than giving them your contact information is to gather theirs.  Otherwise how else will you get in touch with them after the show if you do not have a way to reach them?

Step 8: Focus on ROO (Return-On-Opportunity)

ROI is not the most important thing that makes your business better.  Think about other things that might clarify you as being successful.  For example, how honest does your company appear?  How do customers react to your approach?  Do they feel comfortable enough to trust you?  Focus on finding opportunities, not just ways to bring in money.  Why?  Because going for opportunities lead you to money in a more attractive way.

Stay tuned for the next blog in this series...How to Build on Leads Post Show.