1. Welcome
Cell phones should be silenced or on vibrate when the session starts.
Session and Overall Conference Evaluations can be submitted online at from your smartphone, tablet or laptop.  You will also receive an 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.

2. 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

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

4. 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.

5. We understand

6. 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.

7. 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

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

10. 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

11. 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.

12. 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

13. 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.

14. ELC #3: Do some pre-show marketing activities

15. ELC #4: Generate high-quality qualified leads

16. 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.

17. Lead form design elements

18. Lead ranking
Hot Lead A B C
Rank leads daily!

19. 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.

23. ELC #6: Train your exhibit staff

24. 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

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

26. Question and Qualify Visitors
Cross-Sell

27. Deliver visitor-focused demos
Work With Groups

28. Disengage From Conversations

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

30. 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?

32. 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

33. 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

34. 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

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

36. 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

37. What is the “Elephant in the Room”

41. 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?

42. 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.

44. 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

45. 80% – 90% of all trade show leads are not followed-up!

46. That’s all folks!
Join the Sales Lead Management Association
For the complete slide deck, we can save to your thumb drive right now or us.
Contact info:
Matt Hill, The Hill Group, Booth #1134 ,
Jim Obermayer, ,