A picture of a trade show lead – money in their pockets and looking to find the “right” supplier for their business. Will your business be the one they choose? Unfortunately, this will not happen without some type of follow up.
I have been on this rant for some time now. It utterly shocks me that an exhibitor will invest in a booth at a trade show with little thought of how the leads from the show will be followed up. Why are they wasting their money being at a show?
Exhibit Surveys has years worth of research which states that buyers still attend trade shows in a down economy. The sales cycle might be longer, but they are investigating products and services for an upcoming purchase(s).
Your future customer is spending company money as well as the time to make sure the correct supplier is chosen. They are walking up and down the aisles picking and choosing who they like. You have scanned their badge and told them to expect some sort of follow up. But when it does not come, I bet they move on to the company who has shown an active interest in their business and provided them with the materials, meetings, etc. they need to move to the next step in the sales process.
Just think, you might be handing a very qualified future customer over to your competition because you did NO Follow up!
In the video on the upper right, I ask Ian Sequeira, from Exhibit Surveys about lead follow up. Please listen in to what he has to say. To find Exhibit Surveys on the web, go to www.exhibitsurveys.com
Then I would appreciate your insights about this topic!!
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