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How to Qualify Leads from a Trade Show

3rd January 2019

By Mo Yusuff

Why does everyone pretend they want to be your best friend?

Everywhere I walked there were people staring at the centre of my chest (where my exhibitors badge rested) and then looking up at me with a huge smile.

This was the B2B Marketing Expo last year and as I spent a few minutes off our stand to have a bit of a wander, I couldn’t help but feel a bit queasy as I walked past stand after stand only to be confronted by seemingly desperate people wanting to engage with you.

Then I suppose that’s what these shows are all about; you spend large amounts of money and you need to make the best of it.

Interestingly I read some facts about people who exhibit at trade shows and apparently over 70% do not follow up on their leads (never ever); and I’d suspect that quite a few that do, leave it for a week or two and by then they might as well not bother.

We did things a bit differently over the last few days and did our best, not to get people interested in us but to discourage them.

See our thinking is, rather than having dozens and dozens of very cool leads that all need following up (and maybe a few hot ones that tend to get piled together with the rest), you should qualify them right from the start.

So here’s how we do it:

Qualify them

We ask if they invest in promotional products on a regular basis, and if they do, we ask how much they invest. We then ask if they’re considering new suppliers at the moment.

If they do qualify as a good potential customer we:

Show them what we can do for them

We introduce them to our done for you range building system and ask if it’s something they feel they would benefit from.

If the answer is yes we:

Schedule a call

Rather than offering to call them in a few days which from experience results in them either; not remembering who we are, too busy to talk or they don’t pick up, we suggest scheduling a call there and then. In return we let them choose a gift from a selection of cool promotional products we’ve brought along.

Want to know more tips on how to acquire new leads from a trade show? It’s all written in my book, Power Promo Supremacy: The quick and easy no-nonsense guide to getting noticed, building relationships and growing your company using promotional products. Grab your copy here.

For promotional products range, go here and if you want to have a bit of friendly advice on the promotional products fit for your company, pop your details here and we’ll get back to you shortly.

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