The Generation Game: How to get more leads when exhibiting
As a live marketing tool, events hold the unique ability to bring you into direct contact with your audience. This is a conversation which no other platform can do in the same way. But when you are busy choosing the perfect design that will win you the award for Best Stand, keep in mind that fundamental concept: conversation. When it comes to evaluating your performance at an event, a large portion of your success can hinge on your ability to engage with people during the event
In the busy exhibition environment sparking a conversation, extracting what you need from it and starting another all within a matter of minutes for a day is no mean feat. So we have put together our top tips for efficient lead generation. It is understandably difficult to try and first engage a dialogue with someone new. But when trying to break the ice, there are ways you can make it easier on yourself.
1) Face the direction of people-flow, and that there are no obstructions between you and your target.
Clambering through poseur tables to excitedly greet someone is excruciatingly awkward. Ensure you position yourself in the open away from any obstructions. This way you are primed to deliver the first of your meticulously planned script which will secure you leads. A closed-ended question such as “Are you familiar with our company?” is a good way to establish a useful response. It is important to determine the potential in your chosen person early on, to save both of your time.
2) Lead interested people onto your stand by stepping back slowly as your exchange develops.
This is a tactic often used by sales people and for good reason. It works! Standing your ground can be used if you feel the person in front of you is not a viable prospect.
3) Use expert questioning
This will help you to determine whether or not to take things to the next level. The delivery of a ‘teaser’ into your businesses’ services should be enough to convince them to undertake your call to action. Whether this is signing up to your new subscription list or…
4) Avoid small talk with a non-lead.
Disengagement with delegates is an often tough area for exhibition staff. If you have encountered a strong lead, then it is often easy to mutually end the conversation without appearing rude. When you are dangerously teetering on an in-depth free ranging chat, you are in a spot of bother. With time such a precious asset, small talk with a non-lead is to be avoided.
5) Use freebies are a great way to politely terminate a conversation when needed.
Often thought of as engagement items, freebies are better utilised as disengagement items. The offer of some free merchandise will make the end of a conversation a bit easier. When you have invested so much time and money into your event you must use your time wisely. Visitors to shows realise this and most will be happy to be on their way.
6) Choose the right freebie.
A sleek looking business card with the details of your sales staff does the same job can be used to end a conversation. Alternativly a handy gadget holding some end value for your lucky recipient is always worth one’s salt.
Author: Rob Edwards, Strategy Director at Envisage
If you would like to find out more about how we can help you with your next event or would like a consultation, please contact us through 01782 213444, or firstname.lastname@example.org