How Trade Shows Can Create Good Leads | Sales Prospecting Skills

Willie Sutton had the right idea. Asked why he robbed banks, the infamous bandit replied, “Because that’s where the money is.”

Prospecting for leads isn’t quite as easy as finding money in a bank. But if you’re seeking to fill your sales hopper full of good prospects, it makes sense to exhibit at an industry trade show.

Here are a few pointers to help you make your trade show a winner!

Focus on the Result

You want to end up with new clients as a result of your trade show activity. Realistically, the trade show encounter is only the first step in about nine marketing interactions that you should plan with a new prospect BEFORE he or she will engage you.

Coming away with good leads often requires you to evaluate the trade show’s potential for generating the right leads. Ask the show promoter for a list of last year’s exhibitors and call two or three of them to find out the “rest of the story.”

Rarely will your attendance at a show result in immediate business. According to research, “two thirds of all sales from trade shows aren’t achieved until 11 to 24 months after a show.” So set a realistic expectation for lead generation.

Know What Types of Leads You Want

Before you attend the show, decide what type of lead you will seek. For example, when you attend a trade show for your primary industry niche, the attendees at the show may be your pre- determined targets. Other times, at a general business exhibit, the exhibitors themselves may be your targets.

Every time you meet someone at the trade show, attempt to qualify him or her as a potential prospect. Ask planned questions that will enable you to follow up appropriately after the show. Ask pertinent questions about their current provider, such as: Has your professional helped you be more profitable? Has your accountant helped you deal with new technology? Has your attorney helped you with business advice?

When you plan your trade show booth, consider a unique theme that will attract potential prospects. We recently did a plant shop theme where we decorated our booth like a florist shop and used the motto “We help you grow your business.” Our giveaway was a small plant with our logo on the planter. Many attendees stopped at our booth just because it was different. We have a reputation for changing our theme each year, so many attendees actually search our booth out. The lesson here is to differentiate yourself! (We also won an award for this idea at the Marketing convention.)

Conclusion

If you are well prepared, trade shows can be an effective vehicle for professionals who are willing to reach out to people in a show environment.