Last Friday I went to a business to business exhibition and was astounded by how many participants were focused on ‘them’ (and not the prospect)
- Most of the Display/Point of sale was about them….
- Most of the conversation with the prospects was about them…
I did a quick survey of the exhibitors and (With the exception of my clients who were exhibiting) none of them had a systemised way to generate ‘qualified’ leads.
I emphasized ‘qualified’ leads because there were raffles etc…to elicit business cards from attendees, which I don’t consider ‘qualified’.
Here is a simple yet powerful system to get maximum retur on your exhibition investment.
- Make sure your target market will attend the exhibition. (simple ask evidence from the organisers)
- Ask the question… “what can we give away FREE, that my target market can’t wait to get hold (in a nutshell… it must solve one or few of their burning issues…)
- Set a target of how many ‘qualified leads’ you want of the exhibition.
- Promote that FREE stuff with all your promotional/display materials. Yes you must be focused on promoting the FREE stuff and not your entire business. In exchange for this compelling FREE stuff your prospects will part with their business card.
- Now you have generated ‘qualified’ leads, your post exhibition follow up and nurturing systems must take over.
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