Lead Management
If your company does not currently use an effective "closed loop" lead management system, consider these lead-tracking basics before you head out for a show:
- Think about how you will question and "qualify" a new customer prospect.
- If you do not already have one, create a detailed "Sales Lead Card" to gather information on the prospect, company, product requirements and purchase timeframe.
- Set up a system to forward detailed, high-quality sales materials to your best lead prospects.
- Create a system to track each and every lead until it is exhausted or sold.
Measurement and Analysis
By keeping track of all leads generated at a show and by analyzing the impact those leads have on your final sales, you can evaluate the effectiveness of your trade show strategies. A number of computerized lead-tracking and sales management software systems are currently available. Some companies use outside resources to handle the high flow of sales leads generated at shows. |
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