Generating More Qualified Leads At Trade Show Exhibits

For businesses exhibiting trade show stands, their main goal is to generate more leads

, which will eventually translate into more sales. However, this is often easier said than done. A company might know that this is their main goal, but have sadly not given enough time and effort toward making this goal a reality. Companies that truly want to increase their sales through trade show exhibits need to be smart about speaking with and collecting information from show attendees. Not only should sales staff be organized in the initial information-gathering process, but companies might also consider outsourcing this sales staff and teaching them how to interpret the mood of their booth visitors.

Be Organized And Get To Know Your Contacts

When first gathering contact information of prospective leads, it pays to keep it all organized. Consider dividing the prospects into priority lists, lists based on specific needs, or previous purchase histories. Make sure the company has designated a specific individual or team to follow up on leads after the trade show exhibits.

It is important to gain a sense of your prospective clients and leads. Find out how easy they may be to work with and if your company can truly help them. Build a connection by listening intently to their concerns. You might have two levels of giveaways at your trade show stand; one smaller gift for those who give you their contact information, and another, better gift for attendees who go one step further and do something like set up a meeting for the next week.

Consider Hiring Outsourced Sales Staff

Your business might have a team of people who have lots of experience attending and running trade show stands. However, many companies are lacking in this department, as not everyone can afford to have an entire sales staff. It might be a wise investment to outsource staff members who know the ins and outs of trade show exhibits. These people will likely have more skills related to selling, interacting with people, and trying to generate leads than some members of your own company.

Staff that is outsourced will basically serve as an extension of your own company. The investment will likely be well worth it in the long run, because having staff who specialize in sales and trade show exhibits will translate into more leads.

Interpret Moods And Business Personalities

Studies have shown that lead prospects are in one of two mental modes at trade events - excitement seeking or relaxation seeking. Those that seek excitement avoid boredom, while those seeking relaxation avoid anxiety. Entrepreneurs are often excitement seekers, and for these people, your marketing message must be very clear to achieve a maximum positive response. Those seeking relaxation are often easier to persuade, however. Younger people tend to fall into this category. These people tend to judge things more positively.

Also consider the business calendar in this way. During certain times of the year or month, many possible leads will be more anxious than usual. Tailor your efforts around these needs.

By staying organized and getting to know your prospective leads, possibly outsourcing sales staff, and interpreting your attendees' current mental state, your company will be better at generating leads at trade show stands.

by: Chris Harmen

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