Nimlok Tradepoints:
Follow Up Begins Before the Show

Research tells us that over 80% of leads gathered at tradeshows are never followed up. Why does this happen? Plain and simple, show leads have a reputation for having no substance ? bare bones basic information imprinted on a lead card ? nothing exciting for sales people to follow up.

For your team to view leads as being worthwhile for follow-up, use these 6 steps:

1. Before the show, go over the lead gathering process.
2. Clarify exactly what type of information is needed.
3. Explain the importance of the information you are gathering.
4. Make sure everyone knows how to operate card readers, printouts and lead cards.
5. Ensure that your show team knows exactly what results are expected.
6. Establish specific, clear, quantifiable, realistic goals for each show you attend.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training. Website: www.thetradeshowcoach.com