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Sales Management |
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The Hardest Job Of A Trade Show
You've heard this before: There were four people named Everybody, Somebody, Anybody and Nobody. There was an important job to be done and Everybody was sure Somebody would do it. Anybody could have done it. Nobody did it. Somebody got angry because it was Everybody's job. Everybody thought that Somebody would do it. But Nobody asked Anybody. It ended up that the job was not done, and Everybody blamed Somebody, when actually, Nobody asked Anybody. Question is - What was the Job? At a trade show, the job that Anybody can do, and Everybody thinks Somebody will do, but winds up being that Nobody does it - well, that's the follow-up part. The Center for Exhibition Industry Research (ceir.org) says research shows that up to 80% of leads gathered at a show are not followed up. Bottom line, that translates to - you've wasted 80% of your money. Here are tips for recouping your investment and improving your bottom line: 1. What's Your Purpose at the Show? 2. What's a Lead? 3. Who's Responsible? 4. What's a Follow-up? 5. What Should You Send? Do Send: * your business card - people will remember a logo and
spelling of names and companies Remember - The job that Anybody can do, and Everybody thinks Somebody will do, but Nobody does - well, that changes when all understand the importance of trade show follow-up. Julia O'Connor - Speaker, Author, Consultant - is an expert in the psychology of the trade show environment. She understands the reluctance of some staff to be company players at a trade show - the "It's-Not-My-Job" attitude. Companies spend big bucks to exhibit , then drop the ball at follow-up, which can be the most important part of the whole experience. http://www.TradeShowTraining.com -- 800-355-3910
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