Trade Show Results Are Like Exercise Results. Here’s How?
Most people give up on their New Year’s resolution workout plan within the first three weeks of January. Then everything is back to normal at the gym – it’s not crowded. People come to the gym with the mindset that in one week of lifting weights or walking on the treadmill or taking a cardio-kickboxing class they will see instant weight loss. The gym provides you with the tools to get you healthy. But, you need to know how to use them correctly to achieve success. If no weight loss occurs, people perceive exercise as a waste of time.
In general, the correlation between exercise and diet that results in successful weight loss is simple. If calories in is less than calories burned, then you lose weight. This is a simple concept, but weight loss success requires discipline and attention.
Relative to trade shows, if you had access to systems that increased your trade show qualified leads in the range of 50% – 600%, would you use it? Of course you would. Now that you have increased your leads, what did you do with them?
Based on CEIR statistics, 79% of all trade show leads are not even contacted. If you had a tool that would allow you to follow up with a qualified customer before they even left your booth, would you use it? How many more sales do you think you can make from that show? I have clients that have not hired me back to help them work their booths because they could not close sales after the show If no sales, people perceive trade shows as a waste of time. A closed loop system is necessary. Trade show exhibitors must go into a trade show with a plan, not just for setting up and being there, but also for what happens afterwards.
The correlation between trade show leads and sales is easy to understand. Success happens when you take the qualified (warm to hot) lead from the trade show floor and proceed toward closing the sale. Then, track and record your follow up opportunities and finalize as no potential, marketing potential or closed business. Now you can truly know your return. This too is simple but requires discipline and attention.
Like exercise, lead generation is invigorating because there is a lot of activity with the hope of great results. Did you get results? Could you achieve more? I want you to have success. Maintain your focus or hire an expert. The best is that if you do, not only will you have done your exercise to generate leads, but you will have become fat with sales.