Trade shows offer the unique opportunity to bring the human element into selling and connect with potential customers face-to-face. However, simply showing up with a booth and a stack of business cards is no longer enough to ensure success.
The real art lies in strategically capturing leads that can translate into valuable business relationships and, ultimately, revenue. Whether you're a seasoned trade show veteran or preparing for your first event, mastering the art of lead capture can significantly boost your return on investment. This comprehensive guide will walk you through a proven 12-step process to jumpstart your lead-generation efforts at your next trade show.
1. Choose the Right Show
Select a trade show where your Ideal Customer Profile (ICP) will be present as exhibitors. This makes it easier to locate and engage with potential clients.
2. Download the Exhibitor List
Once you've chosen a show, download the complete exhibitor list. This will be your starting point for targeted outreach.
3. Filter Your Prospects
Cross-reference the exhibitor list with your CRM to remove current clients. Then, filter the remaining companies based on your key signals (revenue, company size, geography, etc.) to identify your top prospects.
4. Identify Decision Makers and Influencers
For each target company, identify both the key decision-makers and influential team members who could provide an introduction.
5. Prioritize Your List
Rank your prospects based on their potential value to your business. This will help you allocate your time and resources effectively at the show.
6. Plan Your Outreach
Develop a multi-channel approach for pre-show outreach, including email, LinkedIn, video messages, and phone calls. Keep your initial contact simple and focused on setting up a meeting at the show.
7. Personalize Your Approach
For your top prospects, take the time to create highly personalized outreach. This extra effort can significantly increase your chances of securing a meeting.
8. Monitor Engagement
Pay attention to how prospects interact with your outreach. Are they opening emails? Clicking links? Use these signals to guide your follow-up strategy.
9. Create a Show Floor Game Plan
Organize your target list by booth number to maximize efficiency when walking the show floor. This saves time and energy, allowing you to engage with more prospects.
10. Prepare for Each Interaction
Before approaching a booth, review your notes and LinkedIn profiles to refresh your memory about the company and individuals you're targeting.
11. Focus on Building Relationships
At the show, prioritize making human connections over hard selling. Your goal should be to establish a foundation for future conversations.
12. Document Everything
Take plenty of photos and notes during your interactions. These will be invaluable for personalizing your post-show follow-up.
Executing these 12 steps at the trade show sets a strong foundation for success, but the work doesn't end when you leave the event floor. In fact, what you do after the show is just as crucial as your actions during it. The connections you've made and the information you've gathered are valuable assets, but they require careful nurturing to transform into tangible business opportunities. Your post-show strategy is where you capitalize on the momentum you've built, turning those initial conversations and handshakes into meaningful business relationships. Let's explore some effective ways to maintain engagement and drive your trade show leads through your sales funnel.
Post Trade Show Strategy: Taking action on the leads you captured at the trade show
After the show, the focus shifts to nurturing these new connections without being overly pushy. Some effective strategies include:
- Using seasonality to guide your outreach (e.g., holiday greetings, industry-specific events)
- Leveraging targeted digital advertising to stay top-of-mind
- Incorporating direct mail into your follow-up strategy
- Setting up Google Alerts for your prospects to find natural reasons to reach out
Remember, patience is key. People make decisions based on their timeline, not your sales quota. By maintaining consistent, valuable touchpoints, you increase your chances of being there when they're ready to buy.
By following this strategic approach, you can transform trade show attendance from a mere networking opportunity into a powerful driver of business growth. It requires preparation, execution, and follow-through, but the results are well worth the effort. With the right strategy, you can significantly increase your lead capture and set the stage for future business success.
