Generating Tradeshow Leads

by Tim Patterson

The tradeshow environment is unique when it comes to actual selling situations. As an exhibitor, you have prospects coming to you, instead of you seeking them out. And they’ve paid to get in the door!

Trade shows are daunting and complex, it’s true, and many things can go wrong, but the more you plan, the more success you will have.

It’s harder than just writing an ad for a trade magazine. But it’s a selling environment, and demands discipline.

To generate the maximum amount of qualified leads at the show, your booth needs do to a couple of things: attract the prospects you WANT to talk to, and exclude the people that are not interested.

Let’s say you’re at a show that attracts 10,000 attendees. Roughly speaking, perhaps 500 to 1000 of those people will be qualified prospects. That means you’ve got to try and attract those people and keep the rest from stopping at your booth.

The best ways to do that are to design and construct a booth that shows off your brand and your unique value proposition – your unique sales message – in such a way that it’s obvious who you’re trying to attract. And who you’re not.

Once you’ve got a booth that presents your image and message in a clear, concise method, it’s time to bring in the rest of the picture: trained staff and employees that know the product and the company and methods for capturing information from interested prospects.

Show your prospect how you really operate:

  • Do you walk the walk? Do you follow up on leads in a matter of days? If so, your prospect will assume that you will act the same way when you’re in a business relationship with him.
  • Does your CEO work the trade show and tell prospects, ‘Here’s my card. If you become a customer of ours, you’re welcome to call me at anytime day or night if there’s a problem’ or does he even come to the show?
  • Do you have tech support staff at the show that can answer questions about your product on the spot?
  • Are you planning pre-show targeted marketing to get qualified prospects to show up at your booth at pre-arranged times?
  • Is your staff trained and prepared to greet visitors and quickly determine if they’re prospects or not?
  • Generating leads is not that hard. Generating a lead that’s hot and qualified takes planning and execution – and a staff and company that can back up the marketing department’s boasts of ‘quality customer service’ and ‘excellent products.’

    • For more on generating leads, listen to the interview with tradeshow consultant Peter LoCascio in IE’s Listening Lounge.

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