Trade Show Leads Cultivation
Est. 1980
Serving You is Our Top PriorityTM
888.955.PRINT
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Does this sound familiar? Imagine This. Bob is the events manager at Widget World. Every year, Bob exhibits at the industry's largest trade show. This show attracts a sizable number of Widget World's targeted audience. The booth looks terrific, and the sales staff is energized. Bob designed an interactive demonstration and an appealing giveaway.
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There is lots of booth traffic. The staff collects a bushel basket full of business cards. Many visitors expressed interest in Widget World's offering, and everyone leaves the show optimistic about the number of deals the sales force will close. Returning to the office, Bob's desk is inundated by new projects. He intends to sift through the cards and figure out the best way to handle the leads, but he gets busy. One day passes, and then another. Emails arrive. Phone calls must be made. New meetings require Bob's attendance. A week passes. Worried that hot leads are growing cold, Bob schedules an emergency meeting with Julie, the VP of sales. Bob hands Julie the pile of cards and says, "Can you distribute these to your team?" Julie takes the cards, but she's in the middle of working on a big RFP. The cards sit in her office for another week before she looks at them. When she finally has a moment, she asks her assistant, Tina, to put the names into spreadsheets and forward to the appropriate salesperson for follow-up. Rick has the Atlanta territory. When he gets the
i liked what you had at the show, but it turned me off
-2 weeks- passed and no one called me . . . when
list from Tina, he skims it and recognizes a couple of names. He immediately gives them a call. One of the leads is very interested in the product Widget World showcased at the trade show. The other names . . . well, Rick was busy. He planned to give them a call later that week, but never had time to get around it. The same thing happened the following week and the week after that. By the time Rick finally called all the names on the list, more than two months passed. Three of the people Rick talked to said they had already purchased an equivalent product from Widget World's competition. One of the prospects told Rick, "I liked what you had at the show, but it turned me off when two weeks passed and no one called me. I figured you didn't need my business, so I didn't need you." Every day this scenario plays out in businesses across America. Companies invest time, money and resources in trade show participation. Leads are collected. Participants return to the office and get busy with the next project. Despite everyone's best intentions, follow-up is spotty and inconsistent, and opportunities to sell evaporate.
How we can help.
The Solution: PRIORITY TLC - TRADE SHOW LEAD CULTIVATION Priority's lead cultivating systems take prospects, sort them into categories, and seeks to provide them with the information they need in order to spark interest and motivate sales. The basic framework of a tradeshow lead and nurturing cultivation is as follows:
Names collected from trade show
Bucket Leads
Touch 3
Sorted based on targeting criteria
Sell/Assess
Sell/Assess
Touch 1
Touch 2
Dump/Keep
Sell/Assess
Bucket Leads
IN ORDER TO RUN A SUCCESSFUL PROGRAM, YOU NEED THE FOLLOWING: • • • •
A profile of the targeted buyer. Targeted relevant messaging designed to appeal to the buyer. Scoring system to determine when the prospect is ready to see a sales rep. Provide interested prospects with the right communications for the right point in the buying cycle.
Touches can be provided by email or mail
• An e-mail touch is immediate and inexpensive - There is no guarantee the e-mail will get through - People receive between 50 and 300 e-mails in their box per day, so a follow-up email sent after a tradeshow may not stand out. - E-mail can direct the recipient to websites for further information. Click-throughs can be measured. - By incorporating a PURL, you can determine interest and gather information. • Mail lands with a thud on the prospect's desk. - The odds are close to 100% that it will be delivered to the recipient. - The average person gets fewer than 20 pieces of mail per week, so tradeshow follow-up stands out. - By incorporating a PURL, you can determine interest and gather information. A PURL helps determine interest. When the PURL is accessed, the sales team can be alerted in real-time for an immediate follow-up.
Lead cultivating helps companies maximize ROI on tradeshow investments by helping to pinpoint leads who are ready to buy now. The above information is a very high level overview of tradeshow lead cultivation. Your Priority Press account representative welcomes the opportunity to explain further how your company can see increased profitability from your trade show investment.
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www.priority-press.com 888.955.PRINT Text “PRIORITY” to 24587