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Turn Trade Show Leads Into Sales


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Were you aware that 80% of all trade show leads never receive any form of sales rep follow up once the trade show is over? And that 43% of your key trade show prospects will have already made their buying decision with someone else by the time they get your materials?

Did you also know that 76% of companies’ sales people think of trade show leads as cold calls, and that less than 10% of all companies use any form of post trade show event measurement?

There has got to be a better way to turn trade show leads into sales, and there is.

According to Michael Gilvar, President of Fish Software Inc. , a Carollton, Texas- based trade show event measurement and interactive marketing firm, trade show attendees can now be categorized, identified and measured as to whether they are hot prospects through its “Immersive Media" software. By using radio frequency identification technology (RFID), trade show exhibit staff can better focus a sales pitch on their most highly qualified leads and thus greatly enhance the efficiency of lead tracking.

But how to explain this innovative lead technology to potential trade show exhibitors? Rather than going into lengthy explanations at the Exhibitor 2006 trade show, Gilvar’s company decided to explain their product by using it as an example. The FISH™ team practiced what they preached and put their product into play at the trade show.

In order to get potential clients to fill out advance surveys listing their company’s preferences, needs, and budget requirements, FISH™ held a contest that required the prospective attendee to send back a filled-out questionnaire for a chance to win an iPod. Using this prize incentive, they were able to elicit valuable information from prospective clients before the Exhibitor 2006 trade show.

Now armed with that survey information, they then sent their potential customers a tag which had to be claimed at the FISH™ trade show booth to learn if they won the prize. The tag was actually their RFID which was able to transmit this prospect’s data to a computer server in the trade show exhibit when the prospect approached within 30’ of the trade show booth to see if they won.

The tags transmitted personalized information onto the screen of a laptop computer in the trade show booth, and the FISH™ trade show sales staff was able to identify the prospect by name as well as glean key information that instantly showed how qualified a lead the prospect was.

Think of it. A trade show sales staff would now be able to spend more time selling at the show, rather than spend time trying to qualify prospects. When a targeted prospect arrives at a trade show display, the sales staff will have pertinent data that will help them to immediately advance the sales process. Each respondent profile can be pre-loaded on the trade show booth database and thus the visitor is identified upon entering the trade show exhibit. This process allows a sales person to identify VIP attendees and truly leverage the one-to-one marketing opportunity available.

By better qualifying trade show leads, your sales staff will have more energy to stay focused on hot prospects, leading to better results. This is true wherever you have your custom trade show display, custom modular exhibit or trade show booth rental, whether the exhibit is at the Las Vegas Convention Center, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.

Dick Wheeler is President of Professional Exhibits & Graphics, headquartered in Sunnyvale, California with showroom in Sacramento. Firm is full-service premiere trade show exhibit, graphics and management services company.


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