The Hardest Job Of A Trade Show

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

---

Is Your Forecast Too Sunny? How to Improve the Accuracy of Sales Forecasts

As spring moves to summer, the forecast should be for... Read More

Sales Tactics to Beat Your Competition

This month I want to share a success from a... Read More

Drop Discounts and Earn Top Dollar

Every dollar you discount is a dollar of pure profit... Read More

Franchise Sales; Recruiting of Laid Off Employees

Because of corporate downsizing, many people have been laid-off or... Read More

How To Become A Better Sales Manager

YIPPEE! Kendra won, or should I say, "She was hired,"... Read More

Leadership - How To Turn The Vision Into A Reality

Be clear about where you are now. Audit your strengths... Read More

How to Beat the 80/20 Rule in Sales Performance -- Part 1

Business executives and sales managers frequently bemoan "80/20" performance on... Read More

Generous Donor Refused (how qualified business slipped away)

Generous Donor RefusedPicture this. You are a fund development director... Read More

Disclosure Laws Favor International Terrorists

The Federal Trade Commission has rule that are supposedly in... Read More

Seven Deadly Sales Mistakes That Cost Business Owners Big Money - And What To Do About Them

1. LOOKING for a "quick fix" to close more sales... Read More

8 Line Items of a Trade Show Budget

Budget Guidelines for Trade Show MarketingB'techa didn't know - Trade... Read More

Energize Your Organization

No matter what you do, it seems, your employees do... Read More

Increase Your Sales - Accept Credit Cards

Many people today simply prefer the convenience of paying by... Read More

Want to Increase the Amount of Business that Your Firm is Getting?

Business development is important for every business and refers to... Read More

We Will Make It Back----- A Fictional Story Based on Fact About Sales Management Success

Bill Borders stepped up onto the podium. He had just... Read More

Set Yourself up for Trade Show Success

Of the many mistakes small business owners make, a big... Read More

What Is A Proposal? And Why Do You Need One?

Do you know anyone who regularly wins bids? Or can... Read More

How We Build a 90% Failure Rate into the Sales Process

I recently began doing training in the banking industry. Across... Read More

Sales Competence Isn?t About Quota Performance!

Compounding the problem are two myths regarding measures of competency... Read More

Overcoming Sales Objections for Small Business Networks

Do you need help overcoming sales objections? Do you sell... Read More

Shorten Sales Cycles in Complex Sales Environments

Help buyers discover the answers they need to understand and... Read More

All Small Businesses Need to Gather Community Intel

How well do you know your community? As business owners... Read More

How to Sharpen Your Sales Message with Do-it-Yourself Focus Groups - Small Business Power Tools

You've probably heard of focus groups. It's a tool that... Read More

Sales & Marketing Plan Strategies

Design and Implementation of a new Sales & Marketing campaign... Read More

Keeping Your Sales Team Motivated

Sales managers frequently approach me for advice on how to... Read More

Train a Winning Sales Team: Rounding Third and Heading for Home

Although I never met the man, I imagine Lou Boudreau... Read More

Raise Your Fees Overnight!

Do you want to make more money?Yes, I guess that... Read More

Book of Lists Marketing for Pressure Washing Companies

The American Business Journals produces a Book of Lists each... Read More

Sex, Drugs, & Rock-n-Roll: Trade Show Traps and Tips

Sex, Drugs & Rock-n-RollHere's the Scenario...You're at a trade show.... Read More

How To Use A Powerful Leadership Tool To Step Up Sales Results

Good sales people can close, but few "step up" for... Read More

Business Career, Executive Coaching Article - Perfection vs. Excellence

"(Howard) Hughes never learned how to convert his knowledge to... Read More

Sales Forecasting For New Businesses

Sales forecasting is the process of organizing and analysing information... Read More

Management by Osmosis

Sales managers are an interesting breed, effective sales managers are... Read More