1. Best Practices in Tradeshow Lead Management
with Jefferson Davis

2. Your Presenters… Elli Riley, Senior Exhibits Manager, HIMSS
Jefferson Davis, Tradeshow Expert
Nick Marion, Event Services Manager, CompuSystems, Inc

3. Webcast Objectives
Share Surprising Industry Research on Tradeshow Leads
Present Best Practices for Improving Lead Capture, Routing and Reporting Processes
Review the Official Show Lead Retrieval Company’s Products

4. Jefferson Davis, President, Competitive Edge “The Tradeshow Turnaround Artisttm”
Consultant, speaker, educator, trainer and author
22 years exhibition industry experience
Personally invested resources in over 200 tradeshows
Brings an intense focus on results
Developed practical, workable processes to address critical exhibiting success factors
Helped clients generate over $500,000,000 in measured tradeshow results
Provides a complimentary situational assessment
CALL in the US or
WEB:

5. Is this how your distribution channel views your tradeshow leads?
Q: What’s the difference between most tradeshow leads and a fortune cookie?
A: The fortune cookie might come true!

6. Startling Facts About Tradeshow Leads
87% are never effectively followed up on
76% of sales people view tradeshow leads as “cold calls”
43% of prospective buyers receive information after they have made a buying decision
10% of exhibitors use any organized form of post-show measurement

7. Determining the REAL Cost of Poor Lead Management
Cost Per Lead:
Total Show Spend/# Leads
$75,000 / 150 Leads = $500 per lead
Lost Revenue Opportunity:
Average Sale Amount x # Lead Conversion %
$25,000 x (150 leads x .25% = 38) = $950,000
Brand Perception:
How does not following up impact your company’s brand perceptions in the market?

8. The ROI truth…
“If you are ever going to produce a financial ROI, it is hidden in your leads.”

9. Marketing and Sales “disconnect” Perceived quality of tradeshow leads
Why is this happening?
Marketing and Sales “disconnect”
Perceived quality of tradeshow leads
Lack of exhibit staff training
86% of booth staff have never received one single hour of professional training on how to work an exhibit
Lack of “clarity” on what a lead really is
Lack of a “Closed-Loop” lead management system

10. Best Practices in Tradeshow Lead Management
Ask the Experts…
Best Practices in Tradeshow Lead Management
Q & A
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11. The “Closed-Loop” Lead Management Process
Report
Route
Capture

12. Keys to a Closed Loop Lead Management Process
Capture the highest quality leads
Efficiently Route leads to the right people for fast follow-up
Provide an easy method for lead recipients to Report progress and sales conversion

13. Improving Lead CAPTURE Process
Define What Is and Isn’t a Lead
Personal Interaction
Qualifying Questions Asked
Answers Documented
Next Step Identified & Agreed On by Visitor
Set Realistic Lead Goals

14. Set a Realistic Lead Goal “Exhibit Activity Level”
# of exhibiting hours
# of booth staff x 5
total staff hours
interactions/hr/staffer x 4
total target interactions
% of visitors to lead
Lead goal

15. Improving Lead CAPTURE Process
Ask Sales What Information They Want to Capture to Qualify Leads
Project/Application/Need
Requirements or Specifications
Product Interest & Level
Buying Role
Budget
Timeframe
Decision Team

16. Improving Lead CAPTURE Process
Develop Specific Priority Codes

17. Improving Lead CAPTURE Process
Create an Effective Capture Device
Paper: Business cards, lead form
Electronic: Rent system, Universal capture system
Considerations:
Attendee Interaction
Efficiency
Accuracy
Cost
Security

18. Lead Retrieval Company Contact Info Slide
Headquarters
CompuSystems, Inc.
2805 S. 25th Avenue Broadview IL, PH: FX:
SALES:

19. Lead Capture Devices available to HIMSS exhibitors
Device Key Functions
CompuLEAD Desktop II -Instantly prints comprehensive sales lead reports
-Smaller footprint
-Integrated USB Memory Drive
-10 Standard lead qualifiers
CompuLEAD Desktop Pro -Transfers sales lead information to your desktop computer (not included) -Use proprietary lead management software, LeadLINK Plus
- Create extensive product lists with up to 3 levels of organization
- Receive leads in electronic format
CompuLEAD Mobile -Wireless unit does not require Electricity
-Add electronic notes to records
-Leads contain visitor demographics
-Lightweight unit fits in the palm of your hands

20. COMPULEAD DESKTOP II Key Features
- Instantly prints comprehensive sales lead reports
- Integrated USB Memory Drive
- 10 Standard lead qualifiers
- Leads contain visitors’ demographics

21. COMPULEAD DESKTOP PRO Key Features
-Transfers sales lead information to your desktop computer (not included)
- Use proprietary lead management software, LeadLINK Plus
- Create extensive product lists with up to 3 levels of organization
- Receive leads in electronic format

22. Lead Retrieval System – Data File The data contained on the badges and recorded by the TRAKKER System is as follows:
Field Description Sample Data
FirstName Attendee's First Name "John“
MiddleName Attendee's Middle Initial "Q“
LastName Attendee's Last Name "Doe”
Company Company "University Hospital“
Address Address Line "123 Main St.“
Address Address Line "Suite 456“
Address Address Line "Building C“
City City "Any City“
State State "CA“
PostalCode Postal/Zip Code " “
Country Country " (USA=Blank) “
Phone Phone Number "(111) “
Home/Office H=Home or O=Office Address "H or O“
Practice/Focus Practice/Focus Categories "Adult Hip|Adult Knee|Hand“
RegCode Registration Code "AAOS Fellow“

23. Improving Lead CAPTURE Process
Train Your Staff
Reason for the system
Accountability
Hands-on Role playing
Kick off with contests
Assign a Lead Captain
Collection device
Monitor Goals vs Actual
Acknowledge & Corrections
Entry into CRM Routing

24. Improving Lead ROUTING Process
Only Route Qualified Leads
Do it FAST
Include All Relevant Data
Use Your CRM system, a web based system, or a spreadsheet

25. Improving Lead REPORTING Process
End of Shift Lead Review
Close of Show Report
Number of leads captured versus goal
Cost Per lead
Number and % by priority code
Create Culture of Reporting
We captured the info you asked for
Communicate Cost Per Lead
Cc their Manager
Use Contest to Kick-off

26. Improving Lead REPORTING Process
Make it Easy
Provide basic info
Ask for last contact date, next contact date, stage of sales cycle, projected dollar amount and probability of sale
Follow-up on target report dates
Notify the team of progress and results
Recognize and reward performers

27. Let the Learning Continue…
Today was just a sampling
Stay involved and get others in your organization involved in HIMSS Exhibitor University Online Program:
Two FREE replayable educational webinars
Timely “how-to” exhibiting articles in your exhibitor bulletins

28. Best Practices in Tradeshow Lead Management
Ask the Experts…
Best Practices in Tradeshow Lead Management
Q & A
Press Q&A Button
Type your Questions
Press Submit

29. $175 per volume - $475 for the 3 volume set
The complete step-by-step guide
to trade show success
3 VOLUME SERIES
Pre-show: Planning For Profit
At-Show: Best of Show
Post-Show: Real Results
Each Volume Contains:
DVD Video, CD Rom Audio with Tools, CD Rom, Pocket Audio interview, Leaders Guide, Resource Guide, Pocket Cards.
$175 per volume - $475 for the 3 volume set
Order at

30. For Exhibit Consulting & Staff Training
800/ in US or
Advance Rate Deadline extended to 2/5/08