“HOW TO: QUALITY LEADS” SHORT COURSE
A HOW TO Guide to Revitalize your Exhibiting ROI through Lead Generation
Did you know that SEEING NEW PRODUCTS
is the NUMBER ONE REASON
ATTENDEES COME to conventions and trade shows?
A Red 7 Media Research & Consulting study found:
- 72% of exhibitors exhibit to obtain leads from new buyers and prospects
- 92% of professionals attend conventions and trade shows to look for new products
-
What does that mean to you?
If you are in the majority (as one of those exhibitors exhibiting to obtain new leads), you should be thinking, that is an awesome statistic! I mean, seriously… It sounds like:
- There SHOULD be more than enough interest to go around…
- Every exhibitor who wants new leads SHOULD have access to more leads than they know what to do with…
- All you SHOULD have to do is rent the booth space and show up, then magically, you’ll be handed the results you desire, right?
of ourselves!
After all, as you may know all too well,
“SHOULD” doesn’t necessarily mean “WILL”
Those statistics DON'T GUARANTEE that you...
- ...WILL connect with the attendees who are genuinely interested in your offerings
- ...WILL know how to convince your booth visitors to give you their valuable contact information
- ...WILL be able to bring the key information all the way back to your sales team at home
The ONLY THING we can really take away from
those statistics is a realization that the opportunity is out there.
But, first, you have to face the hard truth.
(CLICK HERE to purchase your copy of How To: Quality Leads)
THE FIRST HARD TRUTH: Exhibiting is expensive.
How much does it cost to exhibit? Ask the average exhibitor and he’ll say “too much – don’t even get me started on carpet, booth furniture, or drayage.” I’m sure you can relate; but what’s worse is that exhibitor probably isn’t even thinking about the added cost of hotels and meals, last minute printing orders, or his time away from the office…
Those little extras (especially when added to the bigger expenses) grow quickly.
Exhibit Surveys Inc. found that "exhibitors spend an average of $189 per attendee that VISITS their exhibits" and "an average of $276 per attendee that ENGAGES IN CONVERSATION with a booth staffer."
...Sounds like a lot, right?
Absolutely! Unless you also know that “meeting a prospect at a trade show versus finding and meeting a prospect in the field SAVES $943 per prospect.” (Source: Center for Exhibitor Industry Research)
It is no secret that exhibiting is expensive; but, when you are obtaining results,
it is not just an expense, exhibiting is a worthwhile investment in your future success.
In a long term sales cycle, there is research and cold calls, rapport building, more research and initial appointments, direct mailings and phone tag, creative rapport building, more appointments and even more research, trying to close, negotiations and more closing… You might add some steps to this summary or take a few away...
...but, to reach success in a long term sales cycle, the process is typically just so long.
Trade show selling takes a different path (every attendee who walks into your booth starts and ends in a different place) and, when done correctly, often leads to sales more quickly. The Center for Exhibition Industry Research found that, for sales initiating from trade show leads, 54% require THREE OR FEWER sales calls to close while, for sales initiating from sources other than a trade show, 61% require MORE THAN THREE sales calls to close.
The November 2011 issue of Exhibitor magazine illustrates this difference through expenses. They say, “closing a sale with a prospect from a trade show versus one found in the field SAVES approximately $914.”
Wouldn’t you like to close sales faster
while still saving money?
This is only possible if your team is up for the challenge.
Could you say with certainty that your team is fully prepared to succeed in this unique selling environment? Asked another way, how many of your booth staffers do 100% of their selling while exhibiting? If your answer is less than all of them, your team may not be familiar enough with the skills necessary to sell at events…
If your team isn’t accustomed to exhibiting on a regular basis (or they have been doing so without proper training which can foster bad habits), it's highly unlikely they are performing as well as they could be.
(CLICK HERE to purchase your copy of How To: Quality Leads)
The great football coach Vince Lombardi is famous
for his “this is a football” locker room talks for a reason:
taking a back to basics approach works.
Not seeing the results you want yet?
Let’s follow Coach Lombardi’s example…
How To: Quality Leads starts at the beginning with “this is a quality lead” to ensure that all of your staffers have a solid foundation upon which to build the rest of their trade show selling knowledge. Check out these sample pages:
How To: Quality Leads also includes activities with each lesson giving your team an opportunity to apply what they have learned as they learn it. Check out these sample activity pages:
(CLICK HERE to purchase your copy of How To: Quality Leads)
THE THIRD HARD TRUTH: Today’s professionals have to do more with less.
How To: Quality Leads was designed for busy professionals just like you:
- Bring this course with you anywhere (you don’t even need internet access),
- Complete each lesson and activity at your own pace (whenever it is most convenient for you), and
- Start applying the information to your lead generation efforts immediately!
(CLICK HERE to purchase your copy of How To: Quality Leads)
Purchase How To: Quality Leads,
exclusively available from When I Need Help,
for ONLY $249 today!
Select version(s):
.png)
