As a business owner or marketing professional, attending trade shows and industry events is an effective way to network, build relationships, and promote your brand. However, the real value of these events isn't just in the experience but in the leads that you can generate. Gathering trade show leads is the smart way to build your business, but only if you do it the right way.
In today's technology-driven world, there are many ways to gather trade show leads. You can use traditional methods like business card exchange, or you can use digital tools like lead capture apps. However, it's important to remember that not all leads are created equal, and not all lead gathering techniques are effective. In this article, we'll explore the smart way to gather trade show leads.
1. Set clear goals
Before you attend a trade show, set clear goals for what you want to achieve. What does success look like for you? Do you want to generate a certain number of leads? Do you want to make new business connections? Do you want to increase brand awareness? Having a clear idea of what you want to achieve will help guide your actions and ensure that you gather the right kind of leads.
2. Plan ahead
Plan ahead before the trade show. Research the event and determine which exhibitors you want to visit. Make a list of the companies you want to talk to and prepare some questions to ask. This will help you maximize your time, avoid wasting it on unproductive interactions, and ensure that you are targeting the right leads.
3. Use technology
There are many ways to use technology to gather trade show leads. You can use a lead capture app, an electronic business card reader, or a CRM system. These tools can help you capture contact information quickly and accurately, without the risk of losing a paper business card. Additionally, many of these tools allow you to add notes or tags to each lead, which can help you remember who they are and what they are interested in, making follow-up easier.
4. Be selective
Not all leads are created equal. Instead of trying to collect as many business cards as possible, focus on quality over quantity. Screen leads to ensure that they are relevant to your business and appear to have a real interest in what you do. By being selective, you can ensure that you are spending your time and resources on leads that are more likely to convert into customers.
5. Be engaging
When you are at the trade show, engage with potential leads. Strike up a conversation and build a rapport before jumping into a sales pitch. Make sure that you are approachable, friendly, and knowledgeable about your products or services. By being engaging, you can leave a positive impression that will make people more likely to remember you and follow up after the event.
6. Offer something of value
Offering something of value can help you stand out from the crowd. This could be a free sample, a special discount, or access to a white paper or e-book. By offering something of value, you can entice potential leads to give you their contact information and make it more likely that they will remember you after the event.
7. Follow up quickly
One of the biggest mistakes that businesses make after a trade show is failing to follow up quickly. Time is of the essence when it comes to trade show leads, so make sure that you reach out to potential leads within a few days after the event. Send a personalized email or call them directly, and make sure that you reference something that you talked about when you met them. By following up quickly, you can keep the conversation going and increase the chances of converting leads into customers.
8. Measure your success
After the trade show, measure the success of your efforts. Did you achieve your goals? How many leads did you generate? How many of those leads converted into customers? By measuring your success, you can identify what worked and what didn't, and make improvements for the next trade show.
Conclusion
Gathering trade show leads is an important part of growing your business. By setting clear goals, planning ahead, using technology, being selective, being engaging, offering something of value, following up quickly, and measuring your success, you can gather leads the smart way and increase the chances of converting those leads into customers.