Practice asking qualifying questions with your booth staffers.
Listen to the attendee. When you ask them what they do - actually listen to them. Does your business fill a void in their model? If so, now it's your turn to speak.
Immediate Lead Follow-Up = 100 Percent Value
Do you have a plan for immediate, post-show lead follow-up? The day after the show, your pile of leads is worth 100 percent of its value. A month after the show, the leads are worth half of that, yet it still costs 100 percent in company time and resources to follow them up. Here are three tips for smoothing the route to immediate follow-up:
1. Prepare all follow-up materials before the show. Identify necessary codes, write cover letters, order materials and postage.
2. Assign a lead follow-up manager. Choose someone who will not attend the show, so he or she can begin the follow-up process immediately. Also select a single person to be responsible for compiling the leads each night at the show to forward them to your follow-up manager.
3. Immediately requalify leads post-show. Requalify buying interest and product needs via telemarketing, quick-fax or another contact method. Then follow up with the appropriate literature and cover letter.
WHY ATTENDEES ATTEND AND EXHIBITORS EXHIBIT
92% of attendees site seeing new products as their main reason for attending events, according to a recent Red 7 Media survey of a wide cross-section of attendees and exhibitors in various industry sectors. Read more here.