Alexis Exhibits

Take the Lead: How to Leverage Tradeshow Prospects

The number-one priority of nearly every tradeshow exhibitor is to leave that event with a high number of qualified leads that with proper follow-up can be converted into future customers. Leads replenish the sales pipeline, bring in new customers, and generate sales revenue. Efforts to do this must start by developing a strategy for gathering and qualifying leads in the early planning stages for an event.

Assess an attendee’s interest in addition to obtaining relevant information

5324511_sRepresentatives of your company who will be working in your booth need to know in advance what information they need to gather from each attendee to determine whether that person has the potential to buy your product or service. In order to determine that, the booth personnel need to assess an attendee’s interest in addition to obtaining other relevant information on their specific needs, budget requirements, and timing for a potential purchase.

Select an automated tracking system

Automated tracking systems can also facilitate the process of capturing prospects’ contact information, though they might lack the personal contact that conveys that your company is truly interested in their needs and how it might be able to help them meet those needs. Automated tracking systems can be rented and work by electronically capturing data by having booth visitors swipe their badges as they enter the booth.

These systems vary, so do your research. Be sure the system’s output provides all the data you require for post-show marketing initiatives. Educate yourself on which equipment and software will best achieve your objectives. If automated systems can’t provide all the information you need, you might be better off opting for manual means of tracking tradeshow leads.

Know as much as possible about each sales prospect

More is better when it comes to information about potential leads. By knowing as much as possible about a sales prospect, you can devise a more effective follow-up strategy that more closely aligned with the specific needs of each person. In addition, detailed information enables you to evaluate the potential of each lead so you can prioritize your efforts. With detailed lead information, you can fine-tune your post-show marketing efforts and focus on the prospects you can most likely to convert to future customers.

Follow-up after the show is also critically important. Be sure and have booth personnel make note of how each prospect would prefer to be contacted by a company representative. After the show, contact prospects by phone, mail, or email. Be sure and follow up—either by a personal call or written contact—within a week of the show. After the show, track leads to determine each show’s effectiveness and expand efforts in shows with the best return on investment (ROI).

Determine Trade Show Value with the 2 Minute Challenge

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As tradeshow exhibit professionals, we are constantly faced with justifying the value of participating in shows. The cost of exhibiting, the travel, diminishing show attendance, and the economy have turned up the heat.

2minutes_clockOne basic test that helps me answer these challenges is to pose a simple question to any bottom line accountable executive. The question: if you were given 2 minutes to explain the advantages of dealing with your company to a person who regularly buys the same products and services from a competitor, do you think that you could convince them to give your company a try?

If the answer to this question is no, perhaps they should consider working for the competitor or at least reexamining your product or service offering.

Most confident executives would gladly accept this challenge. The best place to set the stage for this scenario is at a tradeshow or convention. Couple this amazing opportunity with the fact that the buyer has paid their own way to the show and that they are receptive to this pitch in the show environment and you can easily see the value proposition that tradeshows create.

The clients that I have worked with over the years that have the most success at shows have enlisted the help of a tradeshow pro to put together an integrated tradeshow marketing plan that will result in producing the maximum number of these opportunities. Our exhibit management program focuses on producing successful shows with minimum stress and maximum value. Our on-site trade show specialists are there the entire time, from set-up to tear-down – Let’s Talk.

Improve Your Trade Show ROI with Hospitality Suites

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Ever considered a Hospitality Suite to improve your trade show results?

Many successful exhibitors use hospitality suites to provide additional sales opportunities at shows. This is normally a meeting room or suite in the headquarters hotel or a hotel attached to or near the convention center. The room is set up with comfortable furniture, televisions and is catered providing snacks and beverages of all types. There are often displays set up that provide promotional opportunities for the exhibitor’s new products or services.

you_are_invitedThe room provides a place to meet before, during or after show hours with important clients or prospects and encourages longer meetings and conversations. An invitation to a hospitality suite is a good way to keep from spending precious prospecting time in the booth talking to customers. The suite can also provide a good place for the entire booth staff team to get together and discuss strategies. This private room is a much better place to conduct important meetings than the booth, a restaurant or bar.

Customers and prospects feel like they are being treated as VIP’s when they are invited to the suite.

The challenge is to get attendees to take a portion of their limited time at the show and spend it in your suite. The suite usually works very well for customers but prospects are less likely to take you up on your invitation.

Suites can be rather expensive but if used properly can be an effective tool in getting the maximum results from each show.

Our on-site tradeshow specialists can maximize your trade show results.

Let’s talk.

Who Makes the Best Trade Show Booth Staff?

What to Consider When Determining the Best Staff for your Trade Show Booth

It may not always be the best idea to have your top salespeople staff your tradeshow display. There are several reasons to consider others to staff your booth.

  1. Most salespeople are born and bred to “close sales” and very few sales can actually be closed at a trade show.
  2. Salespeople will most likely have a number of current customers at the show. Tradeshow marketing objectives are, for the most part, based on gathering leads. It may be better to allow your sales staff the freedom to spend time with their customers and use others to staff your booth.
  3. Salespeople are typically very hard to manage. A well trained, disciplined approach to booth staffing may produce better results.

salespeopleSo if not salespeople, then who does make the best booth staff? There is no one correct answer to this question. I believe that each company needs to look at the goals and objectives that they have established for each show and staff accordingly. Each tradeshow exhibit, large or small, should have a preplanned basic procedure for handling visitors that is designed to properly communicate your chosen message, answer any questions and record lead information for follow-up.

There should be people assigned to greeting and qualifying visitors to the booth. This role should be filled by a person who is approachable, pleasant, smiling, energetic and a good communicator. Choose people to fill this role very carefully, as they will make that first and lasting impression on your prospects. Once a prospect has been qualified, this person should also be capable of delivering a brief presentation on your company.

As conversation with the prospect continues into more depth, there must also be someone in the booth that is very product or service knowledgeable. This could be a technical person, manager, or inside sales representative. Ideally, with the help of your staff, the prospect gets the information they need and leaves your booth with a positive impression of your company.

Think about your goals for the show and make sure to select and send the staff that gives you the best shot at not only meeting your goals, but exceeding them.