At a busy trade show, you may not have a lot of time to spend with each person who comes by your booth. At large events, hundreds of potential leads will be vying for your attention, and each one could be the connection needed to capture a big sale. If you keep attendees waiting too long, they will leave, causing you to miss what could have been a great opportunity. This makes it vital that you maximize the value of your conversation with each person to qualify as many leads as possible during the short time you are able to devote to them.
Qualifying a lead does not have to be a long, laborious process. Sometimes a few quick questions can determine if the attendee is someone eager to move right away, or a potential customer who may need more extensive nurturing. Fortunately, there are some ways that you could reduce the time it takes to determine these factors.
Understand what a good lead looks like
Exhibit City News reported that a longer interview process does not always generate better results. Businesses often spend hours whittling down candidates for a job opening only to have them not be a great fit because they were asked the wrong questions. The trick, the source noted, is to have a better understanding of what you are looking for, and the same process works with lead capture strategies. You can tailor questions to quickly find key factors and ensure that you are moving in the right direction.
Customize goals to the event
The size of a trade show can determine how long you have with each attendee. Smaller events often provide more time to ask questions, but this doesn't mean that you can afford to make small talk. Instead, use this time to take the discussion deeper, guiding the potential customer further along the sales path to reduce time to close.
Measure results and make revisions
Technology is helping to improve every aspect of business. For instance, Data Informed stated that metrics are able to determine the likelihood that a job candidate will be a good fit for a select role. Similar measures could be used to improve lead qualification, as performing analysis of previous clients can give you a good idea of the ideal customer, which can help you craft the right questions.
It is also important to measure the success of various trade shows. It may be difficult to quantify the results of a single event, but the process could provide insight into how you can improve your performance. Continually learning and making adjustments allows you to find success at each event.