Trade Show Tool
Trade shows are too expensive to stand around and do nothing.
Y ou’ve invested thousands of dollars in your booth to generate sales leads. Don’t waste your investment because you don’t know how use the booth to make you money after it’s torn down.
Before trucking to your next trade show, consider this:
- Only 8% of salespeople working a trade show booth will walk over and shake hands with a prospect standing on the perimeter.
- 76% of those prospects will remember the salesperson’s name and be more open and talkative if the salesperson introduces himself first.
- 86% of visitors who leave their business cards at the booth are never contacted by any of the salespeople after the show.
Of course you’ll have the traditional fishbowl-for-prize-drawings on your counter to reel in the business cards of visitors trolling the aisles. But you need to put a hook in the fishbowl. Make sure you capture each person’s email address. When visitors cast their business cards to win your prizes, tell them you’ll email every person who registers to let them know who won what. Plus, each person who gives you their email address will be automatically entered to win in your monthly company drawings for additional prizes throughout the year. (With monthly drawings, you have an excuse to contact every hot lead throughout the year.)
After the drawing, have your salespeople send everyone a
You’ve Got Contacts D-I-Y Sales & Marketing Email Postcards ™ announcing the winners. Let visitors know that you’ll be adding them to your contact list to receive your fun and entertaining email postcards once a month. You’ve instantly created a valuable list of decision-makers your competitors would pay dearly to have – or steal. And, oh yeah, “I’ll be calling to see if you have any questions since you stopped by.” The seamless transition from trade show to follow-up has been made. Now the salespeople are forced to act.
Sending email postcards as the first follow-up removes the fear from the salespeople and opens the door for the call. Salespeople improve their odds for getting their calls taken and returned. Plus, when the salespeople enter each attendee’s names into your Pro Package program, they create a duplicate list of names for your company; you’ll know which salesperson contacted who and when; and you can monitor their progress.
The names you’ve collected are your assets; people who can buy now or in the future. You’ve Got Contacts. Do something with them. You’ve invested too much to do anything less.
(For more detailed information for how to use the
You’ve Got Contacts D-I-Y Sales & Marketing Email Postcards ™ sales & marketing email postcards to improve your trade show results, download my free ebook Selling without Cold Calling? – the Holy Grail of Selling, and read the chapter “Trade Shows are More Than a Las Vegas Act”.)
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