Step 1: Introduce yourself in advance.  You can save a lot of time and reach more qualified leads by contacting attendees before the show.  One question you should always ask management is if a pre-show attendee list will be sent out.  Pre-show lists are often a benefit included in the cost of your exhibit space or can sometimes be made available with an extra fee. If you are able to receive the pre-show list, you should always reach out to attendees to introduce yourself and your product or solution and to ask them if they’d like schedule a time to meet with you at the show. If a list isn’t available, many shows will allow you to purchase an advertisement or email blast with similar messaging.  No matter what route you choose, it’s very important to be included on the attendee’s agenda and to know who your leads are before you actually meet them.

Step 2: Record your leads and remember the faces you meet.  The best (and usually most difficult) way to reach your leads is meeting attendees face-to-face during the trade show. You can often make a more lasting impression on an attendee once you are able to relate with them in person and show them physically how your product fits their needs.  It’s very important to record your leads after meeting with them.  The traditional way to do this would be to swap business cards.  Fortunately, there are easier ways to record leads in this day and age through lead scanning devices, which scan an attendee badge or business card, loading the information into an easy, accessible database.   You can also manage leads by offering a raffle giveaway – attendees simply drop their information into a bowl and have the chance to win a prize – providing them an incentive to give you their information.  There’s really no wrong way to manage your leads at the show, but the most important thing to remember is to take good notes so you will remember all of the faces you meet.

Step 3: Follow up, and follow up soon.  A critical step in managing leads that many exhibitors miss is follow up after the show.  It can be easy to let those business cards sit in the suitcase or database while catching up on all the work you missed while you were out, but the sooner you follow up, the better! If you wait too long, your new contacts may forget you or find another solution to fit their needs.   Just as with the pre-show list, you should find out if a post-show list is available to reach attendees.  You can match the list with the leads you already have to thank the attendees you met and introduce yourself to those you may have missed out on meeting.  If you are loading your leads into a CRM database, be sure to credit them from the trade show and keep a close eye on their progress.  This will help you to determine whether it will be worthwhile to exhibit again next year.

Good lead management starts with proper preparation.  There is an overwhelming amount of information available to help you manage your trade show leads, but the easiest solution is to create a feasible action plan to reach attendees before, during and after the show.

Have more tips on tradeshow lead management? Share it with us in the comments below.

Our exhibitors, Fletcher Martin and Ted Kirk, had the opportunity to meet and speak with many accounting prospects and clients, demonstrating to them exactly how ShareFile can help them communicate with their clients easily, securely, and professionally.

Did you have the chance to learn about ShareFile at Sleeter Group’s annual Accounting Solutions Conference this year?  If so, tell us about your experience!

Exhibiting at a trade show can be one of the most productive and profitable ways to promote your business or product to potential new clients. At the same rate, high booth and travel costs can often result in more money spent than earned if not adequately prepared.  To make sure you’re effectively marketing your business or product to your intended audience at a trade show, consider the following six steps to follow before, during, and after the show:

1. Ask for stats and records of previous shows or events from show management.  Make sure you are aware of how the show is being advertised, how many guests are expected to attend, and if there will be a list of attendees to follow up with after the show.

2. Create an individual plan for each specific trade show.  It is very important to market your business specifically to your audience.  Consider show theme, décor, signage, literature, and giveaways that will interest or benefit attendees directly.  This means you’re going to have to research their industry specific needs.

3. Provide attendees a convincing reason to visit your booth.  In a packed showroom, it can often be hard to stand out among the hundreds of other exhibitors.  That is why it’s imperative to be personable, friendly, and make conversation with all who walk by.  Simple courtesy can often show attendees the value and quality of service you can offer them.

4. Use a system to record individual lead information.  Many shows now offer a card-scanning lead retrieval system, however if that is not available, you should seek a back-up plan.  Consider a sign-in sheet for everyone you speak to at the booth.  For more incentive, you can also collect business cards in a fish bowl by offering a raffle drawing prize or giveaway.

5. Follow up promptly with prospects.  Don’t put this off for weeks!  Prospects are more likely to respond to you and remember your product only a couple of days after the show, and are often more motivated to buy sooner rather than later.

6. Evaluate your return on investment after the show.  Track your leads and keep record of your successes and failures to gain new business.  That way, you know whether or not to consider attending again in future years.

Make sure you’re not only prepared during the show, but before and after as well!  By following these six simple steps, you’ll have the tools and processes in place needed for a successful trade show or event.