maximizing your trade show roi trade show lead follow up

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Step by Step instructions on how to effectively exhibit at Trade Shows and maximize the investment you make to exhibit. This is Part 1 of a three part series. Part 1 is guide to Pre-Show Planning. Part 2 is a guide to At-Show sales techniques for your booth staff. Part 3 is a Post Show guide on how to effectively follow up on Trade Show sales leads.

TRANSCRIPT

  • 1.Maximizing Your ROI at Trade Shows Trade Show Lead Follow-UP WithMelanie Wood OfM.H. Wood Consulting March 10, 2010

2. Maximizing Your ROI at Trade Shows

  • This presentation was originally delivered in a live 3-partwebinar series atwww. PlannersConnect .com , Successful Meetings magazines community for meeting planners, exhibitors, business travel and other industry professionals.
  • We recommend you follow the link below to...
    • View all three recorded webinars
    • Download the handouts, workbooks, tip sheets and articles
    • Join the discussion group for this event , post your own questions
  • Click here:http://bit. ly /ROI- Webinar -Group
    • Registration and the webinars are free and privacy-protected

3. Maximizing Your ROI at Trade Shows

  • Agenda
    • Brief Review
    • Nine steps to Developing yourPost-Show PlantoMaximize Your ROI at Trade Shows

4.

  • CapturingQuality Sales Leadsis vitally important to leveraging your Trade Show ROI
  • Lets briefly review your homework and what might constitute a good lead for you

Maximizing Your ROI at Trade Shows 5. 6.

  • The trade show is over.Youre exhausted from all of the excitement and work.
  • So---what are some of the things you tell yourself about why you dont have to follow up immediately on those sales leads you collected??Chat to me.

Maximizing Your ROI at Trade Shows 7.

  • What we sometimes tell ourselves about not following up immediately
  • Those contacts are just as tired as I am.They dont want to be bothered now.
  • I should give them time to catch up at work.
  • They might not be back in the office for a few days so they can rest up.
  • And so on

Maximizing Your ROI at Trade Shows 8.

  • Whats the reality about trade show lead follow-up?
  • The attendees you talked with typically return home more energized about their businesses and are more ready to takeactionthen.
  • Dont let this opportunity go to waste!

Maximizing Your ROI at Trade Shows 9.

  • Lets be honesthow anxious do you think your sales team is to follow-up on the Trade Show Leads you bring back with you?
  • -Chat with me.

Maximizing Your ROI at Trade Shows 10.

  • If your sales team isnt anxious to follow-up on these leads, why do you think that is???
  • -Chat with me.

Maximizing Your ROI at Trade Shows 11.

  • Key points to remember:
    • 80% of Exhibitors make no attempt to follow up on leads from Trade Shows!*
    • 43% of prospective buyers report receiving materials they had requested at a trade showafterthey had already made their purchasing decision**
    • * CEIR Center for Exhibition and Industry Research
    • **University of Massachusetts Center for Marketing Communications Study

Maximizing Your ROI at Trade Shows 12. Maximizing Your ROI at Trade Shows

  • Lets hear from you..
  • How many of you have a process in place for Trade Show Lead Follow-Up?Chat to me
  • If you have a process, tell me what it is.

13. Maximizing Your ROI at Trade Shows

  • The show may be over, but youre work in maximizing your ROI for that show has just begun!
  • It starts with a plan.

14. Maximizing Your ROI at Trade Shows

  • Step #1 Trade Show Lead Follow-Up
  • Assign one person the responsibility of physically collecting all of the leads taken at the end of each day at the show and bringing them back to the office at the end of the show.
  • If everyone is responsible---no one is responsible.

15. Maximizing Your ROI at Trade Shows

  • Step #2 Trade Show Lead Follow-Up
  • Assign one person the responsibility of reviewing the leads, prioritizing them into one of three categories, distributing themand entering them into your Customer Database .
    • Hot Leads
    • Warm Leads
    • Nurture Leads

16. Maximizing Your ROI at Trade Shows

  • Step #3 Trade Show Lead Follow-Up
  • How to Prioritize Leads
    • Hot Leads
    • Call Now & Email Now within 3 days of the show
      • They have a budget for your product/service and an appropriate buying time frame
      • The contact has decision making authority
      • You know you can deliver what they want
      • Youve agreed with the prospect on your first step with them

17. Maximizing Your ROI at Trade Shows

  • Step #3(contd) Trade Show Lead Follow-Up
  • How to Prioritize Leads
    • Warm Leads
    • Call & Email within 7 days
      • They might not be buying in the next 6 months but youve talked with the decision maker
      • You know you can deliver what they want
      • You want to be sure youre top of mind with them when theyre ready to buy

18. Maximizing Your ROI at Trade Shows

  • Step #3(contd) Trade Show Lead Follow-Up
  • How to Prioritize Leads
    • Nurture Leads
    • Mail & Email within 14 days
      • They might not be buying in the next 12 months but youve talked with the decision maker
      • They may be unsure of exactly how they can best utilize you at the moment, but you see opportunity there
      • You want to be sure youre top of mind with them when theyre ready to buy

19. Maximizing Your ROI at Trade Shows

  • Step #4
  • Close the Loop ----determine:
  • Who is responsible for lead management reporting?
  • When and to whom does the sales team report their follow-up results?

20. Maximizing Your ROI at Trade Shows

  • Step #5
  • Tailor your communication to your Prospect
  • Mention specific information the prospect shared while visiting your booth--- Customize the content based on the needs they discussed with you.
    • Dont bombard your Hot Leads with loads of generic marketing information about your company/product/service.

21. Maximizing Your ROI at Trade Shows

  • Step #5 (contd)
  • Follow-Through on theNext Stepsyou discussed at your booth
  • Do what you promised!
  • Make appointments
  • Email/send fact sheets, articles, studies that specifically address each customers needs

22. Maximizing Your ROI at Trade Shows

  • Step #6
  • Vary your communication to the prospect
  • Chat with me about some of the communication methods you could use for your follow-up

23. Maximizing Your ROI at Trade Shows

  • Step #6(contd)
  • Phone calls
  • Emails
  • Snail Mail thank-yous
  • A post on your website/newsletters

24. Maximizing Your ROI at Trade Shows

  • Step #7
  • Determine the number of times youll touch the prospect, what methods youll and the intervals between the communication
  • Call, email, call
  • Call, mail, email
  • etc

25. Maximizing Your ROI at Trade Shows

  • Step #8
  • Lets not forget the people you wanted to see but didnt and .let them know you missed them and what you have to offer them.
  • Do you have demo videos you can share with them that were done at or for the show?
  • Can you extend special show pricing to them?

26. Maximizing Your ROI at Trade Shows

  • Step #9
  • Differentiate yourself---Follow-Up!!
  • Its the chief way to gain ROI from your investment
  • It sends a message of service and commitment on your part

27. Maximizing Your ROI at Trade Shows

  • Sources you may find helpful
    • www.exhibitoronline.com
    • www.ceir.org

28. Maximizing Your ROI at Trade Shows

  • M.H. Wood Consulting LLC
  • www. mhwoodconsulting .com
  • 330-603-9836