Hospitality Sales Tips | Generating More Qualified Leads at Trade Shows

We are often asked about maximizing the trade show experience and gathering good qualified leads.  Here are are top recommendations for getting the most out of your sales strategy at trade shows both pre-trade show, during the show and after the show:

Pre-Trade Show

• Set attainable goals.
• Put your goal and plan in writing.
• Create a primary message for your display/exhibit.
• Create an inviting and open booth/exhibit.
• Identify key prospects and invite them.
• Market your trade show participation on all marketing materials and social media ("come see us at booth # ____").
• Train the team working the booth on new products, special rates, etc. way in advance of the show date.
• Create a lead form that includes pre-qualifying questions for inquiries which will determine the urgency of their needs, if they are the key decision -maker, etc.

Day of the Trade Show

• Develop a unique and consistent look for booth staff's attire.  Matching shirts, blazers or even something more catchy and casual- but make sure everyone is similar and tied together.
• Offer samples of your work or trials.
• Always include a live or digital presentation to showcase your product.
• Be consistent about everyone working the booth logging in any and all prospects on the lead form created.

After the Trade Show

• Contact all prospects immediately - send out requested information.
• If you didn't offer them a trial or sample of your product at the trade show, offer to do so now.
• Use phone and email for follow up.  Everyone has different schedules and work styles. Using both means of communication will help you determine which communication style works best for the prospect.
• Track all your prospects all the way to the sale to show management your work but also to determine what the conversion rate is and the overall success of that particular trade show.
• Meet with your entire team and evaluate the trade show to determine what worked, what didn't , and what opportunities you have to do things differently next time.

By Kerry Lee Dickey