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

In The News:


pen paper and inkwell


cat break through


Management From Within

Inspiration and Management from Within ? Part 2.The more you... Read More

How to Write a Business Plan Sales Section for a Mobile Service

We all agree one of the most important parts of... Read More

Not Enough Fresh Sales Leads? Marketing is the New Sales

Your sales are down and leads are rare. The phone's... Read More

Disclosure Laws Favor International Terrorists

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

How Exhibitors Can Move More Attendees Closer to Buying

Q. What's the single, biggest change exhibitors can make to... Read More

How Do I Manage Workplace Conflict?

Workplace ConflictConflict is an inevitable part of business life and... Read More

14 Top Lead Generation Tactics

According to former Harvard Business School professor David Maister, typical... Read More

The Hardest Job Of A Trade Show

You've heard this before: There were four people named Everybody,... Read More

Set Yourself up for Trade Show Success

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

Keeping Your Sales Team Motivated

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

SEZ WHO? Tips About Recommendations, Sales Cycles, and Trade Shows

Here's the scene. You're at the trade show, having a... Read More

Drop Discounts and Earn Top Dollar

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

Commodity Sales Prospecting - How to Stand Out From Your Competitors

I have received a number of requests for advice from... 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

Snuff Out the Competition Without Leaving a Mark!

Does the competition drive you crazy? Are they relentless about... Read More

Online Sales: Secret To Increase Your Sales By Bundling Your Products

Microsoft has used this online sales secret to become a... Read More

Business Career, Executive Coaching Article - Perfection vs. Excellence

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

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

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

Retail Operations - Effective Branch Manager Support and Guidance

Performance and behaviour management is by far the most difficult... Read More

Offer Package Deals To Increase Profits And Sales

An effective way to increase your profits and sales is... Read More

Producing Premium Performance

One of the major issues that arises in managing a... Read More

Accepting Responsibility for Your Sales Success

That we live in a time of relentless and pervasive... Read More

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

Finding A Sales Force That Pays For Itself

The elements involved in building a sales force, especially one... Read More

Change in Sales Organizations Starts with Me

Question: What do the following have in common?- I spend... Read More

The Benefits of Catalog Sales For Your Business

Things to watch out for when selling your product in... Read More

How Your 60-Second Elevator Script Can Transform Your Staff, Your Sales, & Your Business

When attending a Chamber of Commerce breakfast networking get-together, I'm... Read More

How to Organize a Seminar or an Event

Seminars and events have always been implemented as a holistic... Read More

The Four ?D?s of Sales Management

Recently I stumbled across some notes that I had kept... Read More

The Product or the Sale

This is a quandary not unlike the chicken or the... Read More

Transforming Your Sales Force by Creating Specific Expectations

I just finished a phone call with a potential client... Read More

The Achilles Heel of Management Coaching

While heading home at day's end, you begin reflecting on... Read More

Back-to-School List - 10 Tips for Trade Shows

There's a new year beginning now - the school year.... Read More