Review all of the leads from the show. Prioritize leads, apply triage when necessary. All trade show leads should be reviewed by the management of the company. You want to see the caliber of the people who are going to this trade show, and you want to know the type of attendees that are stopping by your booth. If your leads indicate that only literature collectors came to your booth, and no one with real requirements for your products or services, then you have some major decisions to make especially regarding this trade show.

I look at all trade shows as an opportunity to generate business opportunities. If you make a substantial investment in a trade show you should expect to see a return on your investment.

A major problem is that leads from a trade show are never followed up in a timely fashion. Someone in the exhibiting company should be held accountable for the prompt and efficient follow up of these qualified leads. In a recent study, it was shown that 82% of trade show leads were followed up AFTER the attendee had already made the decision to purchase a product or service.

If you have established time lines for your leads based on your experience then why not treat them as QUALIFIED AND READY TO DO BUSINESS? The time line for following up is dependent on what you have established for example:

“A” leads – to me this qualified prospect has told me that they expect to place an order within 30 days or less.
“B” leads within 30 to 60 days
“C” leads within 60 to 90 days
“D” leads could very well be next year.

You cannot follow up on A leads in 45 days. They must be acted upon in the time as stated on your qualification form otherwise you are just going through the motions.

Trade Show leads are without question the best leads you could have. The people on these leads have been qualified, they were there to find out about your product or service, and they were there to do business. Yet, so many marketers, and sales managers treat these leads like yesterdays news with an attitude of, “Well they came to our booth, they saw what we had, we answered their questions, now if they want something they can contact us” Yeah, right! But that is the way I see it.

Clients, Prospects, and suspects want to be sold! If they have taken the time to visit your booth, have gone through the qualification sequence, they understand that you will be contacting them, then why not finish the job and SELL your product or service?