An exhibition visitor is not a mere spectator of your stand design. He or she can be your prospective client and eventually turn out to be a qualified lead. But at times you can miss out on your exhibition stall visitor just due to the unpleasing attitude of a booth staff. So, in order to convert your prospective visitor into a successful lead you need to effective consider lead management. Most of the times, exhibitors forget to overlook the possibilities that is encompassed in lead follow ups too. There is a lot more that goes into changing a lead into business.
Let us see some essential points of successful lead management systems that are necessary to have a strong client base after the show ends.
Have handful of information prior to the show
It is a mandatory requirement that as an exhibitor you indulge in pre-show promotional activities for a number of reasons. Firstly, your target audience needs to know that you as a ‘brand’ exist in the market. Secondly, these customers should be aware of your products and services. On the other hand, you too should know about your TG; where do their interests lie. Conduct questionnaires and ask your TG to fill in the sample survey to collect information about the prospective clients. This information can also help you during the email campaigns and promotional activities.
Dedicated professional for lead allocation
Lead allocation is an extremely important phase of your lead management story. Instead of moving from every pole to pillar, you need to figure out the right managers who can handle the leads. This step is important as managing the tracking and ROI calculation forms a vital element of the entire process of lead management. Hence it is crucial that you assign this task to a dedicated and committed professional who looks after the complete lead allocation process. This will ensure an organised lead management. Do not let go off the exhibition stand visitor who can be a great sale. You have spent a lot of time and money into fixing on your stand design for exhibition and missing out on a single lead can also hamper the overall business. We surely do not want to do this.
Engage in quick follow up
One of the most essential things in your post show management is to follow up with your leads. If you waste a lot of time in following up them there is a large chance that your prospective lead might connect with a competitor. As much as time you spend with your exhibition stand designer for fixing on the stand design, it is equally vital to spend time on following up with the leads.