Your sales team just returned from the trade show with a bucket full of leads. It’s exciting, you’re pumped, and they’re ready to close those deals!
However, not all leads are created equal. It all boils down to doing your homework, and asking the right questions at the right time.
Organize Your Leads Immediately
Organize the prospects by hot leads, mild leads, and cold leads.
Organize them in a way that enables you to first get in touch with the people you’ve had really solid conversations with. Prioritizing your list will go a long way to ensure your efforts are maximized.
Get Their Preferences Up Front
Not everyone wants to be bombarded with calls and emails as soon as they get back from the show. It’s likely that they are playing a game of catch-up, as well as fielding correspondence from everyone else they met.
Lance, our sales director, recommends asking the right questions at the show to set you up for success afterward, such as:
- When is a good time to get a hold of you?
- What happens if I call and can’t reach you?
- What is your preferred method of communication?
Ask these questions, and all of your groundwork is done up front, allowing you to set up appointments as easily as possible.
Determine Where They’re at in the Buyer’s Journey
Lookers, Seekers, and Explorers.
You’ve seen them before. They are attracted to the shiny, but not ready to commit. They are wandering, taking it all in, but without any discernible goal. They are: the Lookers. For this group, brand awareness is your best bet.
Then there are the Seekers.
They recognize that they have a problem that needs solving, and they are investigating potential solutions. Seekers are impressionable, which means that everything you do and how you interact with them translates into the kind of service they can expect from you.
This brings us to the Explorers.
These folks are ready to pull the trigger and just need the right information to get them there.
Once you’ve determined where they fall in the buyer’s journey, ask these questions:
- Do you intend to buy, and if so, what does that look like?
- When are you making that decision? 30 days? In the next 6 months?
- What should we, as a company, do to support you on your timeline?
Now, put on your detective hat:
- Are they just searching for high-level information, such as different ways to solve their problem?
- Have they found a solution, and are they comparing multiple brands/vendors?
- Have they pared it down to just 2-3 options to decide upon?
The responses you get to these questions will allow you to pinpoint where they are in the buyer’s cycle, and where they fall in your priority list. This will allow for greater efficiency with following up.
Set a Cadence for Your Follow-Ups
Oftentimes, you go to a show, and everyone’s super excited. Then, you leave, follow up with 5-10 hot prospects, and the rest go to the wayside.
While the rest of those may not seem like exciting, hot prospects in the moment, there’s still plenty of opportunity to start long-term nurturing in order to capture their sale when they are ready.
That’s why it’s crucial to treat all leads equally. Set a rhythm and cadence to follow up with all of your leads and do that for a long period of time, depending on whatever your buy cycle is.
Don’t forget about anyone! The leads you captured at the trade show will end up buying from somebody and, if it’s not you, it’s your competitor.
Organize your leads. Ask the right questions. Figure out where they are in the buyer’s journey, and strike while the iron is hot. You’ve got this.
For more info, download our free resource: 7 Keys To An Irresistible Trade Show Campaign.