Deadly sin # 1: Not inviting important contacts
Many companies only think of new customers when it comes to trade fairs. But it is worthwhile to roll out the red carpet for good existing customers, multipliers, or business partners. Where else can you forge new ideas or to present the latest product developments but at bespoke exhibition stands? If there is a trade fair activity, you should invite important contacts and make appointments with reasonable lead time.
Deadly sin # 2: Talk to the wrong people
Booth staff often waste expensive trade show time talking to the wrong people. Define your criteria before the fair to gauge the importance of a lead. These criteria must be checked in every trade fair as quickly (and elegantly) as possible. For example: is the visitor part of the defined target group? Is he interested in a purchase or a partnership? Is he perhaps part of the competition? Is he a decision maker? If the answers do not meet the target criteria, the stand employee must keep his conversation with the visitor accordingly short.
Deadly sin # 3: Focusing too much about yourself
When talking to new customers, it’s not just about representing the company, but getting to know the lead. It is important to learn about the booth visitor as much as possible. Only then is a goal-oriented conversation possible. And even if the lead asks a lot, the answers of the stand employee should remain compact. Never lose the question of sovereignty.
Deadly sin #4: No clear structure in the conversation
Every stand employee has a different way of having conversations, and that’s a good thing. However, a well-structured lead sheet can help with the interview, so that no important points are forgotten. But remember: Data collection must not hinder the trade fair meeting in any way.
Deadly sin # 5: Badly documenting conversations
Unbelievable, but true: Although the most valuable conversations are usually held at fairs, these conversations are all too poorly documented. The result: Many leads remain unedited and will not be contacted again despite their interest. According to a recent survey, this is the case in almost half of all trade fair talks (44 percent): every second visitor to trade fairs (57 percent) states that they no longer heard from the companies after a discussion at the trade fair stand. At consumer fairs, it is just under one in three (31 percent). This is also due to the type of conversation recording, which is still largely done with the lead sheet of paper. See if using a digital leader solution is worth your while. This allows you to quickly enter all the data and transfer it to the sales department in a clearly structured manner.
Deadly sin # 6: Passing the lead without a second date
If a lead is interesting for you, the final question at the trade fair meeting should always be the one after the next step. Who reports to whom and when? Which topic should be discussed? Which questions have to be resolved by then? How quickly the contact has to be followed depends on the priority assigned to it by the stand staff. Leads, who were very interested in the product and enjoy a high priority for sales, should be served as soon as possible with additional information and offers.
Deadly sin # 7: Not be active immediately
As soon as the conversation with the trade fair visitor has been concluded, the new contact must be transferred into the sales process. Only in this way can the contact be properly tracked and operated. The days when people were ready to wait for weeks for a second contact after fairs are over. A quick and professional contact after the trade fair meeting is well received by trade fair visitors: About three quarters of business people and consumers are impressed and appreciate the company as very professional if they receive an email with all the documents requested in the trade fair meeting a few hours after the trade fair So use the phase where the lead is still hot and get active quickly. Only in this way can you, despite competitive pressure, turn leads into customers and achieve them so that trade fair participations pay off in your favor.