BERLINdisplays strongly urges our clients to keep records of which trade shows were successful and which need closer evaluation by your marketing team. In order to spend your marketing dollars wisely, identify highly successful shows to analyze, duplicate, and increase success in the following year.

Your trade show goals include collecting sales leads. It’s not just the sheer number of contacts you acquire, did you meet your goal of gathering QUALIFIED trade show leads? Those are the leads that are most likely to result in sales. Here are some questions your team can ask to differentiate the qualified leads from the unqualified:

  • Is the prospect’s organization flourishing, or is there a pain point? No company makes a significant purchase unless it’s providing a solution. Change is difficult, so we avoid it. Implementing something new doesn’t happen because it’s attractive, it happens because they believe that purchase will produce a positive result.
  • Does the problem the prospect describes match the problem your product solves? Even if your product resolves one issue, if your product isn’t designed to address the prospect’s primary problem, they’re going to spend money elsewhere first.
  • Timing is everything. Has there been a recent change in their company? New management, market fluctuations, a PR or legal issue, even a sudden success; all of these will prompt an organization to take action, including making a purchase to help them resolve a problem. Also, why hasn’t the issue been resolved before now? Knowing where the roadblocks have been placed can help your sales team anticipate obstacles during the sale.
  • Assess the level of urgency. What happens if the pain goes untreated? If the answer is that profitability or productivity is impacted, your prospect is serious about finding a solution. If they have tried other solutions that failed, you know they’re feeling urgency but they’ll need more from you than a standard sales pitch.
  • Consider the budget. Is there a budget allocated for the solution? If not, when do they expect the budget to be set? Are there additional stakeholders who must sign off on the purchase? These answers tell you whether the organization plans to make a purchase soon, and who needs to hear and see your sales pitch.
  • Assess the competition. What other solutions are they considering? Your trade show team needs to know if the interest from the prospect is genuine, or if your potential sale is being used as leverage to bargain with a preferred competitor. It is a common negotiating tactic, that while understandable, wastes your sales team’s time and energy.
  • What is the contact’s stake in the solution? If the solution to this issue is important to a stakeholder, you have an “insider” in the process. The more committed your contact is to finding the right solution, the harder they’ll fight to make the deal happen.

If your trade show goal is to generate and collect leads, then more qualified leads mean more sales, and more sales mean greater success. We can help you drive traffic to your booth, engage your potential customers, and make a memorable impact.

BERLINdisplays is committed to our clients’ trade show success by providing solutions. Contact us today to find out how our customized trade show displays and booths can help you meet your trade show marketing goals!

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