81% OF LEADS FROM TRADESHOWS ARE NEVER FOLLOWED UP – FACT!
Following up sounds simple and is of course vital for all exhibitors, regardless of industry, so why is that statistic so high?
In this article we’ll discuss two of the most common reasons cited by exhibitors before exploring how the simplest changes will drive ROI and ensure you make the most out of the experience.
1. POST SHOW PRIORITIES:
Average Show Timeline:
Build Up - 2 Days
Show Days - 3 Days
Break Down - 1 Day+
Exhibiting at a trade show will mean that we can be out of the office for around 6 days and when we return our priorities quickly shift to catching up on tasks we’ve missed. We tell ourselves that we’ll contact exhibition leads tomorrow but then more tasks land on our desk and again our attention is re-directed.
It’s easy to see how exhibition follow up can quickly take a back seat upon returning to the office - in fact 75% of our clients cite this as the main reason for delayed or absent exhibition follow up.
We may think that getting back to leads a week or two after the show isn’t too bad, but the reality is that the leads just aren’t as ‘hot’ anymore. Clients who visit your booth expect to be contacted and a speedy follow up ensures that they feel appreciated.
A great tip to avoid missing vital opportunities is to schedule a ‘Post Show Evaluation’ on the first day back - many exhibitors find it beneficial to ‘block out’ this day so they can promptly follow up on all leads before delegating future
communication tasks. Another solution is to utilise intuitive data capture and follow-up software that instantly sends follow ups after each meeting to ensure a lead never go cold.
“Clients who visit your booth expect to be contacted & a speedy follow up ensures that they feel appreciated.”
2. POOR DATA CAPTURE:
This is a broad area that often boils down to two key aspects: Poor qualification of leads and incorrect lead data.
LEAD QUALIFICATION:
Accurate lead qualification not only allows us to prioritise our time after the show but also helps to track exhibition success to better forecast sales moving forward. However, team members will likely have numerous conversations throughout the day, often relying on gut reaction to qualify leads. Therefore, implementing a consistent classification process is key.
The below ABCD Method is a classic method often used in the sales industry.
A. Strong Lead – Ready to Buy (A1 – Needs specific further Action)
B. Good Lead – Buy in near future (B1 – Needs Follow Up Action)
C. Interested – Longer-term Prospect (C1 – Add to database and define follow up date)
D. Unlikely to buy – Shelve or Dump (Judgement Call)
3. INCORRECT LEAD DATA
There is nothing more frustrating than securing a lead, only to discover the details collected are incorrect.
A standardised approach in terms of data capture ensures all team members are extracting the right information. Data capture technology allows you to define ‘must get’, ‘should get’ and ‘nice to get’ details.
TOP TIPS TO TAKEAWAY
- A prompt response to show leads is critical.
- Qualify and classify, all your leads at the show not after.
- Include the show name in the subject line when following up by email.
- You may be using a template to follow up, but personalise some of it.
- Always include a “Call to Action” in your follow up.
- Have a plan for nurturing the leads, from one follow up to the next.
(Source - Exhibitor Magazine)
