Welcome Cell phones should be silenced or on vibrate when the session starts. Session and Overall Conference Evaluations can be submitted online at www.ExhibitorLive.com/evals from your smartphone, tablet or laptop.  You will also receive an email each morning with a direct link. Be sure to visit the Exhibit Hall, open Monday – Wednesday from 11:30 AM – 3:30 PM. Food service is located in the far right of the Exhibit Hall and is open Monday – Wednesday from 11:30 AM – 3:00 PM. Cash and credit cards are accepted. Tipping is okay for Matt & Jim only. Larger bills are better.

How to Double Your Qualified Leads: Best practices in trade show lead acquisition so management knows you are creating wealth Presented by: Matt Hill President, The Hill Group Seriously Fun Training Booth #1063 James Obermayer Founder: Sales Lead Management Association Sales Leakage Consulting

About this program: Nine ELC (key modules) Matt & Jim don’t always agree. Complete slide deck is available right after (flash drive) or via email

What’s unique about trade shows? A bottle of water is $4.75. Valium and Martinis are available in vending machines (Las Vegas). Even the most sophisticated visitor will act like an idiot to get a free T-shirt. They are one of the few remaining face-to- face marketing and sales opportunities.

We understand

Things you’d like to say to annoying visitors If I scan your badge, will you leave? I’m sorry, we only send literature to people who can read. I’m sorry, all of our brochures are in Latin. Sorry, no more T-shirts. But you can go to our website and download a T-shirt there.

What we will cover today Trade show ROI formula Five tips for doubling qualified leads Pre-show marketing activities Generate high-quality qualified leads Lead systems Train your exhibit staff Show analytics Fulfillment after the show Three ways to prove a ROI

What are you responsible for? Marketing? Trade shows? Events? Revenue generation

For all qualified trade show leads … 10-15% will convert to a sale within 30 days (these are hot leads) 22-26% will convert to a sale within 6 months 45% will convert to a sale within 12 months *James Obermayer, Managing Sales Leads: Turning Cold Prospects Into Hot Customers, (Mason, Ohio, Textere an imprint of Thomson/South-Western, 2007), and Racom Books, Page 10

ELC #1: There is a trade show ROI formula Elements needed to figure ROI. How to use your ROI to your advantage. Formula: inquiries, x 45% x market share % x average sales price = sales results.

You will need to know the following Your average sales cycle time Your market share or closing ratio Your average sales revenue Total costs associated with each trade show Sales revenue information

ELC #2: Five tips for doubling qualified leads at trade shows Do some pre-show marketing activities. Generate high-quality qualified leads. Use an effective lead capture system. Train your staff. Ranking leads.

ELC #3: Do some pre-show marketing activities

ELC #4: Generate high-quality qualified leads

Capture complete info A lead is the only record of the in-booth conversation. Follow-up is rarely done by the lead-taker. Capture and verify contact information. Take notes. Give feedback to your staff during the show.

Lead form design elements

Lead ranking Hot Lead A B C Rank leads daily!

ELC #5: Lead acquisition systems: Not the Time to go Cheap! Purchase or rent your own app/devices. Rent app/devices from the show. No equipment; you fill out paper lead forms or grab business cards (fishbowl?). Devices networked together.

ELC #6: Train your exhibit staff

7 key trade show selling skills Be 100% present Engage and Greet quickly Question and qualify visitors Cross-sell other products and services Deliver visitor-focused demos Work with groups when it’s busy Disengage from conversations

Greet and Engage Quickly Be 100% Present Greet and Engage Quickly

Question and Qualify Visitors Cross-Sell

Deliver visitor-focused demos Work With Groups

Disengage From Conversations

During the show Correct unprofessional behavior. Give feedback to your exhibit staff. Update the staff on lead quantity and quality. Listen to presentations

ELC #7: Show Analytics: If you can’t report on it, it didn't’t happen Why should I? What should be in it? What should it look like? Who should get it?

Why should I? Proves the worth of your events Proves you are a generator of wealth Results can be used to determine future participation Gives you a seat at the decision-making table

What should it contain? Total leads Most and lead product interest General buying time frames Budgets – up, down, none, some Attendee types Follow-up description Competitive info Changes for next time

What should it look like? Start with a summary Booth results – leads, appointments, sales, etc. Attendance, buzz, trends Competitive info Conference sessions, hospitality events, etc. Include pictures/video of your booth Comment on your exhibit staff Recommendations for improvements

Who should get it? Anyone with a stake in the show Everyone who helped produce the show Your exhibit staff

During-the-show updates Number of leads so far. % that are qualified leads. % that are hot leads. Top lead producer Product area with the most leads Booth appeal and operation Show attendance Buzz at the show

What is the “Elephant in the Room”

ELC #8: Fulfillment: Being slowest won’t get it anymore Plan fulfillment process before the show. What should be sent? Communicate with your fulfillment resources. How important is timely fulfillment?

ELC #9: Three ways to prove a ROI Sales/Invoices CRM/MA System: Tracking sales back to the show leads. Post show survey: Feedback from sales and/or sales channel. “Did you buy?” surveys: Survey Monkey or Telemarketing.

Five tips for doubling qualified leads at trade shows Do some pre-show marketing activities Generate high-quality qualified leads Use an effective lead acquisition system Train your exhibit staff Rank and post leads throughout the show

80% – 90% of all trade show leads are not followed-up!

That’s all folks! Join the Sales Lead Management Association www.salesleadmgmtassn.com For the complete slide deck, we can save to your thumb drive right now or email us. Contact info: Matt Hill, The Hill Group, Booth #1134 408-257-7828, mhill@hillgroup.com Jim Obermayer, 360-933-1259, jobermayer@salesleakage.com