If you exhibited at the builder’s show in Las Vegas, 聽you just spent a bunch of money on the exhibit, travel, and entertainment. 聽Most companies do not take a few extra steps to maximize the return on their investment.
Here Are The 4 Steps to Maximize The Return On Your Investment In IBS
1. Leads – stop 聽thinking of trade show leads as Sales Leads and think of them as Marketing Inquiries that need to be nurtured before they become a sales lead. 聽I got the term, Marketing Inquiries from my friend, Laila Waggoner at Owens Corning.
If you are already using a Marketing Automation program, you understand this. 聽If not, then do not just forward the leads to the sales team. 聽Have marketing begin a series of contacts by email, direct mail or phone. 聽These follow-up contacts should not be a hard sell but trying to start a dialogue with the prospect. 聽Be patient as it frequently can take a number of contacts and a few months before they are ready for a sales call.
2. Do What You Say – builders tell me that one of the most frustrating experiences they have from the builder’s show is a lack of follow-up. 聽They will ask for information to be sent to them or for a rep to contact them and nothing happens. 聽Not only are you missing a sale but this reflects poorly on the reliability of your company.
3. Research – While it is fresh in their mind, everyone who attended the show should share their observations. 聽If they worked the booth, what type of builders stopped by? 聽What questions did they ask? 聽What were they interested in? 聽For anyone who walked the show, what did they see? 聽What was the message of the competition? 聽What were they showing? Use this information to improve your marketing and sales efforts.
4. What Can You Do Better Improve Next Year? – What suggestions does everyone have about how to make your exhibit and overall show efforts more effective.
If you do these things now, you will increase the return on your investment in the show.
Click here for more on how to make trade shows pay off.
Contact me if you’d like a fresh perspective on how to grow your sales.