In this article, we take a dive deep into the world of post-trade show strategies and discover how to effectively transition from marketing to sales, ensuring a high ROI and a lasting impression on prospects.
Trade shows are often seen as the pinnacle of marketing efforts, but what happens after the curtains close? The real challenge begins. Transitioning from marketing to sales is where many companies falter, but with the right strategies, it can be a seamless process.
The Role of Salespeople in Trade ShowsTrade shows are not just about flashy booths and giveaways. Salespeople run the last mile, turning leads into conversions. However, unprepared sales reps can become overwhelmed, leading to missed opportunities.
Pre-Show Preparations
Before the glitz and glamour of the trade show, there's a lot of groundwork to be done. A pre-show meeting, held a week or two in advance, can set the tone. Repetition, like in advertising, ensures the message is ingrained in the team's mind.
Managing Leads Effectively Gathering leads is one thing; managing them effectively is another. Whether you're using lead scanners or old-school business cards, a straightforward process is crucial. Distributing these leads based on product interest, sales territory, or client type can streamline the post-show process.
CRM Planning and Its Benefits "If it's not in the CRM, it didn't happen." This age-old adage holds true, especially during trade shows. A dedicated lead source for the event ensures that every interaction is logged, allowing for effective follow-ups and evaluations.
Sales Promotions and Their Impact Special promotions can be the cherry on top of your trade show efforts. By providing clear information about product pricing, value, and deadlines, sales reps have a tangible reason to engage prospects and close deals.
Post-Show Communications The trade show might be over, but the communication shouldn't stop. Marketing teams must be proactive, sending emails and reminders and setting up follow-up appointments. Consistency in messaging, aligned with sales efforts, can make a world of difference.
Evaluating ROI from Trade Shows Trade shows are a significant investment, both in terms of brand building and lead generation. Companies can get a clear picture of their ROI by setting clear goals and tracking metrics like engagement, booth attendance, and sales.
Trade shows are more than just an event; they're an opportunity. Companies can maximise their returns and make a lasting impression by focusing on post-show activities and ensuring a smooth transition from marketing to sales.
FAQs
Why are post-show activities crucial? Post-show activities maintain the momentum gained during the trade show, leading to better conversions and ROI.
How can salespeople maximise their post-show efforts? By being prepared, clearly understanding the leads, and using tools like CRM, salespeople can effectively follow up and convert leads.
What is the role of CRM in trade show success? CRM ensures that every interaction during the trade show is logged, allowing for effective follow-ups and evaluations.
How do sales promotions influence post-show sales? Sales promotions provide an added incentive for prospects to engage, leading to quicker conversions.
How can companies evaluate the success of their trade show participation? By setting clear goals and tracking metrics like engagement, booth attendance, and sales, companies can determine their trade show success.
If you’d like to discuss how you increase ROI from your Trade Show activations, please contact the team at Media Scrum:
MATT RICE // SALES DIRECTORM: 0404 672 196
TRENT DYBALL // PARTNERSHIPS DIRECTOR
M: 0414 872 168
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