Trade Show Lead Generation
Monday, December 3rd, 2007
Don’t miss any trade shows relevant to your business as they can be a valuable source of new leads.
Be prepared to travel to attend trade shows both in the UK and abroad. Make sure you’re aware of all the trade shows for the coming year and register as soon as possible.
If you’re supplying a product or service you should have a trade stand to promote your business. Book your stand early to get a good location. Sometimes you have to pay more for a good site, but being tucked away in a corner that no one walks past won’t bring you any new leads.
Ensure your stand is attractive and offers something that potential leads will want. Display a large sign saying who you are and use products to show what you do. Make your stand interesting and inviting with demonstrations and free gifts. A trade show is not the place to be boring as there’s too much competition. Have music, lights, singing and dancing – whatever it takes to get potential leads to stop and give you their details.
Staff your stand with knowledgeable and friendly staff. They should be fully briefed on how to approach potential customers and obtain their details. Staff who see trade shows as a day out from the office and just sit on the stand looking bored should stay in the office.
Staff should chat to passers by without pressurising them. They should stand at the front of the stand rather than waiting for leads to approach them. A trick is to look busy but be prepared to stop what you’re doing to chat and involve the lead.
Invite potential customers to sit down and have a cup of coffee or a glass of wine. Free refreshments at trade shows are a welcome source of energy as pacing up and down a large hall can be exhausting. If your business is food orientated give away samples and do demonstrations at frequent intervals. For other types of business free samples are always a winner: sweets, pens, desk toys, hats, key rings and bags – all with your company name on of course.
One crucial factor to remember as you’re meeting and greeting all these potential customers is that YOU NEED THEIR DETAILS. Don’t loose sight of this and make sure you have a form to hand so you can follow up any enquiries. Have a plentiful supply of forms and ensure the completed ones are kept in a safe place for analysis once you return to the office.
When at a trade show take the time to visit other stands and see what the competition is doing. This is also a good time to generate more leads in terms of new customers. Other stands may be potential future customers so network and distribute your business card. If you see businesses that could be potential customers take their promotional material and add them to your list of leads.
Whether you’re a retailer, educational institution, supplier or service provider trade shows relevant to your product area are a valuable source of lead generation.