Sad to say, a lot of these efforts are not used wisely, due to not being able to handle and manage their trade show leads well. One good reason is they are too late to realize that there are more concealed barriers that stop them from getting the value off their leads.
- Lead management procedure deficiency
- Not one person responsible for the whole procedure
- No communication or advice from sales about what significant data needs to be collected during the trade show
- Inadequate training of the staff assigned in the trade show booth in identifying a lead and how to report lead quality
- Information from leads that are qualified is not taken with a lead card or a lead retrieval system
- Even though all necessary information has been taken, yet it is not delivered to the right person after the show.
- Deficient, passive or non-existent lead satisfaction
- No computer facility or client communication management program to handle lead management
- Lead satisfaction bundles not picked nor ready ahead of time
- Lead satisfaction is universal and does not react particularly to any certain attendee questioned about while seeing your trade show exhibit
- Not a single person pre-assigned to data enter and satisfy a huge amount of leads
- No accountability for the sales to connect on the leads in a particular and short period of time after the trade show
I bet one or two or more of these barriers have been causing a stop on your leads. Well, working this all out will require a huge group effort from your sales people, marketing, and IT teams. Call them all out in a meeting and work to break these barriers. Try to inspire your teams by showing them the list of your most recent trade show leads, a spreadsheet of the expenses of your show, and the top level executives you can get that these people look up to.
At this point on, you can come up with something like a strategic plan in order to break these barriers and make a better lead management process that will benefit your company the maximum potential value of your trade show leads.