5 ways to better lead generation at your next exhibition

The show is going very well and you have attracted lots of traffic through your booth and your stand is buzzing. This is exactly what everyone dreams of during a busy and competitive show or exhibition. However, you may have dozens of people visiting your stand, but how do you make sure that you are attracting the ‘right’ visitors and when you are, how do you ensure that you are capturing the correct information for effective lead generation post the show?

  1. Keep it simple

The first key to better lead generation is to keep it simple. By keeping it simple you ensure that you are only asking for the correct and necessary information. Find out how your potential customers WANT to be communicated to. Are they happy to receive information by email only or will they give their address? If you don’t know the answer, then ask!

  1. Remember quality above quantity

This follows on from the previous tip. It is better to have good quality leads over just any old leads. It is also better to have good quality information over just any old information. There is no point taking up precious time collecting Twitter handles from prospects if you are never going to use them or if you know that this is not a communication channel that will build a desired relationship. Use your (and your prospects) time wisely by just collecting the data that will be useful.

  1. Think about what you need to know

This is where some pre-planning can come into play. Before the show starts, design your own contact and lead generation forms that can prompt your staff to ask for only the relevant information. Even if you use a badge scanner you can still ensure that you add the correct notes to the contact details.

  1. How do you qualify?

Think about how you qualify each prospect and how they then become a lead. What are the pertinent questions that your staff need to ask? How do you find out where each prospect is in the buying process? Ensuring that you have this relevant information, makes qualifying a lead so much more effective and can help your sales staff nurture leads through the buying process.

  1. Don’t just rely on technology

Technology is amazing and can make the process of collecting data and qualifying leads much more efficient and effective. There are many apps and programs available for lead collection and processing. However, technology on its own isn’t always sufficient. You need to ensure that you are adding relevant information to contact details that come from the personal contact that a show allows.

Make sure you build into the technology that you use, a system for adding personal reminders and details to a contact. We all know what it is like to collect a bunch of business cards only to forget the faces behind the card. Writing personal notes can help jog your memory – post show and ensure you are well on your way to building successful relationships.

If you have any more tips on successful lead generation at exhibitions and shows that you would like to share, then please let us know!