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Author: Julia O'Connor Article source: http://www.expertclick.com/. Used with author's permission.
You've heard this before: There were four people named
Everybody, Somebody, Anybody and Nobody.
There was an important job to be done and Everybody was
sure Somebody would do it. Anybody could have done it.
Nobody did it. Somebody got angry because it was
Everybody's job. Everybody thought that Somebody would do
it. But Nobody asked Anybody. It ended up that the job was
not done, and Everybody blamed Somebody, when actually,
Nobody asked Anybody.
Question is - What was the Job?
At a trade show, the job that Anybody can do, and Everybody
thinks Somebody will do, but winds up being that Nobody
does it - well, that's the follow-up part.
The Center for Exhibition Industry Research (ceir.org) says
research shows that up to 80% of leads gathered at a show
are not followed up. Bottom line, that translates to - you've
wasted 80% of your money.
Here are tips for recouping your investment and improving
your bottom line:
1. What's Your Purpose at the Show?
If it's to gather leads, then that should be the main focus for
the entire process - before, during and after the show. What
if it's something else, like meeting with clients or recruiting
employees? That doesn't absolve you of following up leads.
You still have to do it.
2. What's a Lead?
Define before the show what you consider a lead. Is it a
company that will purchase within a certain time period?
Has a certain budget? Is looking for a particular product you
sell? You can separate the contacts into levels - A, B, C or
hot, medium, cool - and work them that way. But they still
have to be contacted.
3. Who's Responsible?
Before you get into the Body problem - any, no, some and
every - write out the process. Produce a schedule for
following up. The first contact should come within 10 days of
the end of the show. Otherwise people forget who you are.
The trail becomes cool, then cold. Determine names and
responsibilities at each step of the follow-up process.
Accountability is important. Make certain people know what
is expected of them, and who else is in the process. This is
critical when the person staffing the booth is not the person
who does the actual call. The farther and longer the process
from the show site and date, the more chances there are to
lose the lead.
4. What's a Follow-up?
At minimum it's a Thank You note to every contact you
made. These people invested time and money to come to
the show, time and effort to stop by your booth. The simple
courtesy of a Thank You goes a long way in today's fast
paced and impersonal world. If you listened properly and
were able to gather specific information, you can provide a
quote, supply answers and have a real reason for the
follow-up call.
5. What Should You Send?
Unless requested, do not send the $20.00, 20-pound
corporate package of literature that tells absolutely
everything about your company. Do not send an obvious
form letter ("Thank you for visiting us at the ABC Expo in
Booth 6543 six months ago...").
Do Send:
* your business card - people will remember a logo and
spelling of names and companies
* information about your company - a generic piece is fine
* the specific answer to the question - My company can help
your company ____ (crunch numbers faster, ship with less
hassle, increase accuracy in testing)
* any samples, price lists or references which will help
speed the sales cycle.
Remember - The job that Anybody can do, and Everybody
thinks Somebody will do, but Nobody does - well, that
changes when all understand the importance of trade show
follow-up. Julia O'Connor - Speaker, Author, Consultant - is an expert
in the psychology of the trade show environment. She
understands the reluctance of some staff to be company
players at a trade show - the "It's-Not-My-Job" attitude.
Companies spend big bucks to exhibit , then drop the ball at
follow-up, which can be the most important part of the whole
experience.
http://www.TradeShowTraining.com -- 800-355-3910
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