Tradeshow and Exhibit Thoughtleaders
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Tim Patterson's Articles


The Anatomy of Great Tradeshow Lead Generation

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What does it take for great tradeshow lead generation? Success comes mainly from paying attention to details. For instance, you probably made the effort at your last tradeshow to either scan someoneís badge, or got a business card and made a few notes on the back. But to really go the distance for a great lead, know that the success comes in executing the follow-up.

tradeshow lead generation

Naturally, youíve gotten the leadís name, company and contact info. But to be thorough, make sure that youíve also got:

What product or service theyíre interested in: be specific

How best they prefer to get a sample, if desired. Is it email, snail mail, telephone call, in-person visit?

When do they prefer to be contacted for follow-up? Date and time of day that works best for their schedule.

Where? If you are meeting offsite, such as a coffee shop, confirm the address. If itís at their place of business, make sure you have the right address and not a satellite office or production facility.

Who are you meeting with? Is it just the main contact, or will there be other people involved?

Why are you meeting? Is the meeting a preliminary discussion, or is it to close a sale, or something in between?

When I was in journalism class in high school, we were instructed to get the 5 Wís and the 1 H: who, what where, when, why and how. Itís the same with sales follow-up.

Finally, make sure that your prospect understands the method of follow-up, along with the other pieces so that there is no mutual mystification Ė make sure all parties understand what is going to happen and when.

Once youíve done that, youíve nailed down a good lead. Youíve done your job on tradeshow lead generation. Now go close the sale!