Missing links in the sales process

I recently came across an interesting article by Mike Thimmesch of Skyline Exhibits, a US company but his ideas are none the worse for that! What follows is a cut-down version - for the full text and to see other articles by Mike, click missing links
"If you think you are doing a great job following up on your leads, unfortunately, the visitors to your trade show exhibit may not agree. What you consider good lead fulfillment may look very different to them.

"In a blog post on her Trade Show Institute blog, Traci Brown tells a sorry tale about her visit to the AIBTM show, where she happily had lengthy meetings with over 20 exhibitors.

"Unfortunately, after the show, only one exhibitor truly followed up with her. Sure, the other exhibitors followed up with big glossy brochures, e-mail campaigns and the like. But they were all generic follow up messages. Only one exhibitor had specific follow up that answered the specific questions she raised while in their  trade show booths.
"The First Missing Link: The Transfer From the Booth Staffer to the Field Sales Rep

"The first missing link in most exhibitors’ generic lead fulfillment is passing on to the field sales rep what your trade show visitors told you. And that all starts with your booth staffer.

"Your booth staffers must capture what your visitors said is their situation and what they were looking to solve. Your booth staffers must also write down what they promised your booth visitors would be the next step – someone will call to set up an appointment, we’ll send you info and prices on the new products you liked, and so on.

"The Second Missing Link: The Fulfillment Package

"The second part of fixing trade show lead fulfillment is customizing what you mail or e-mail.  You have to be willing and able to customize what you send to your booth visitors based on what they said to your booth staffers. At minimum, your cover letter should say that your company “was pleased to meet you at the XYZ show, and that you’ve enclosed your requested items, and that our company representative will soon follow up about your needs discovered in our booth.”

"You only send the company brochures related to the products your booth visitor asked for. You don’t send 10 product brochures, when they only showed interest in one product. And, for sure, you send the brochures for that one product!

"We Can’t Do That, Can We?

"Now, I hear your objection to this: “We don’t have time for this high level of customized lead fulfillment! Our booth visitors expect an answer fast!” Yes, booth visitors do expect a quick answer — but as Traci’s experience shows, even more they want the right answers."

Task Force 2 can help you design your enquiry forms, plan your follow up and, of course, capture those qualified leads in the first place! Ask us now!