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RapidResponse™ Follow-up For Trade Show Leads 07/16/10 RapidResponse Follow-up .
Another Successful Show <ul><li>lots of booth visitors </li></ul><ul><li>plenty of badge scans </li></ul><ul><li>a lot of ...
Sales Demands Quality <ul><li>Only qualified leads </li></ul><ul><ul><li>No names and addresses </li></ul></ul><ul><ul><li...
So Little Time So Much … <ul><li>Emails </li></ul><ul><li>Meetings </li></ul><ul><li>Reports </li></ul><ul><li>Show planni...
Trade Show Follow-up Department 07/16/10 RapidResponse Follow-up
Consequences of Inaction <ul><li>Lost sales opportunity </li></ul><ul><li>Dissatisfied executives </li></ul><ul><li>Unhapp...
Who Has the Mission? 07/16/10 RapidResponse Follow-up
Reasons for Inaction <ul><li>Trade shows don’t happen every day </li></ul><ul><li>Sales reps are skilled at converting lea...
Decision <ul><li>Make – Do initial follow-up in-house </li></ul><ul><ul><li>Increase the urgency </li></ul></ul><ul><ul><l...
Outsourcing <ul><li>Consulting </li></ul><ul><li>Collection </li></ul><ul><li>Conversion </li></ul><ul><li>Prioritize </li...
Ready – Set – Go! 07/16/10 RapidResponse Follow-up www.rapidresponsefollowup.com www.event-techs.com
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Rapid Response™ Follow Up

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Outsource Trade Show Lead Followup

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  • You’re a trade show manager and you&apos;ve just had a very successful trade show; lots of booth visitors, plenty of badge scans, a lot of business cards and some great contacts made. You&apos;re excited and are ready to get the leads into the hands of the sales reps to follow-up and close some deals. Let’s go!!
  • However, the sales people only want qualified leads, not names and addresses or inquiries, so you will need to sort them by priority before sending them on. But, figuring out who they are and contacting them to validate their status is time consuming and difficult considering that the data from every show is in a different format and qualification information is not always available.
  • Still, it would be easy to do if you only had a handful of leads and the time but you don&apos;t have either. Your email inbox is overflowing, there are meetings to attend, the next show is just around the corner and success has resulted in several hundred leads. It would be great if you could send them to the “ Trade Show Follow-up Department ” but not many organizations have one of these.
  • On the other hand, there are consequences for inaction. Some of the contacts you made are ready to act, many are key decision makers and will quickly forget you if you fail to contact them when you promised and still others are your customers who want some attention. Since your competition will most likely have the same leads, if they get to them first you could very well lose out.
  • Are trade show managers really missioned with lead follow-up? In most organizations the answer is--probably not. Marketing and sales usually have this responsibility but there are a number of reasons why it does not get done in a timely manner including some of the following: -trade shows don’t happen every day so the required systems and procedures are not always in place -your sales reps are skilled at converting leads to sales not determining a lead’s validity -your sales reps don’t want to leave their pipeline of qualified leads to cold call into a bunch of unqualified contacts -the data from each show is usually different and not everyone is equipped to convert the 12 plus formats into something usable - And last but most troubling, sales people don’t have a high regard for trade show leads with many organizations finding that less than half of the sales reps even open the emails containing the trade show leads
  • Well, you are not the only one. So what can be done? You can march into the sales manager’s office and insist they drop what they are doing and start calling the names you sent them or you could take the bold step of outsourcing the initial follow-up to a company or person who specializes in trade show follow-up .
  • You can engage a firm that begins with some consulting on what data to collect and how to use it to prioritize the leads. They can program the qualification data into those pesky badge scanners and convert the data after the show into a format friendly to your CRM system. The outsourcing company can prioritize the contacts and focus on the high priority leads with the initial emails, post cards and phone calls to schedule a future call from your sales team. This is what they do every day so they are good at it and, in most cases, will be a lot faster and cheaper that your own efforts.
  • It’s really up to you. Everyone worked hard to make the show a success and the “A” leads are waiting for your call. Don’t disappoint them – make it happen … or sit around and hope that the competition is not interested in gaining business at your expense.
  • Transcript of "Rapid Response™ Follow Up"

    1. 1. RapidResponse™ Follow-up For Trade Show Leads 07/16/10 RapidResponse Follow-up .
    2. 2. Another Successful Show <ul><li>lots of booth visitors </li></ul><ul><li>plenty of badge scans </li></ul><ul><li>a lot of business cards </li></ul><ul><li>great contacts made </li></ul>07/16/10 RapidResponse Follow-up
    3. 3. Sales Demands Quality <ul><li>Only qualified leads </li></ul><ul><ul><li>No names and addresses </li></ul></ul><ul><ul><li>No raw inquiries </li></ul></ul><ul><li>Prioritize </li></ul><ul><ul><li>A - immediate </li></ul></ul><ul><ul><li>B - back burner </li></ul></ul><ul><ul><li>C - not a prospect </li></ul></ul>07/16/10 RapidResponse Follow-up
    4. 4. So Little Time So Much … <ul><li>Emails </li></ul><ul><li>Meetings </li></ul><ul><li>Reports </li></ul><ul><li>Show planning </li></ul><ul><li>Success = lots of leads </li></ul>07/16/10 RapidResponse Follow-up
    5. 5. Trade Show Follow-up Department 07/16/10 RapidResponse Follow-up
    6. 6. Consequences of Inaction <ul><li>Lost sales opportunity </li></ul><ul><li>Dissatisfied executives </li></ul><ul><li>Unhappy customers </li></ul>07/16/10 RapidResponse Follow-up
    7. 7. Who Has the Mission? 07/16/10 RapidResponse Follow-up
    8. 8. Reasons for Inaction <ul><li>Trade shows don’t happen every day </li></ul><ul><li>Sales reps are skilled at converting leads to sales </li></ul><ul><li>Sales reps cannot leave their pipeline of qualified leads to cold call </li></ul><ul><li>Data from each show is usually different </li></ul><ul><li>Many organizations find that less than half of the sales reps even open the emails containing the trade show leads </li></ul>07/16/10 RapidResponse Follow-up
    9. 9. Decision <ul><li>Make – Do initial follow-up in-house </li></ul><ul><ul><li>Increase the urgency </li></ul></ul><ul><ul><li>Add qualification skills </li></ul></ul><ul><ul><li>Redirect resources from pipeline to cold calling </li></ul></ul><ul><li>Buy – Outsource initial follow-up </li></ul><ul><ul><li>Experienced – do it every day </li></ul></ul><ul><ul><li>Fast and consistent </li></ul></ul><ul><ul><li>Cost effective </li></ul></ul>07/16/10 RapidResponse Follow-up
    10. 10. Outsourcing <ul><li>Consulting </li></ul><ul><li>Collection </li></ul><ul><li>Conversion </li></ul><ul><li>Prioritize </li></ul><ul><li>Lead Contact </li></ul><ul><ul><li>Emails </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Phone Calls </li></ul></ul>07/16/10 RapidResponse Follow-up
    11. 11. Ready – Set – Go! 07/16/10 RapidResponse Follow-up www.rapidresponsefollowup.com www.event-techs.com
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