Wednesday, 8. May 2019 | by: Eric Uder | Follow-Up
The trade fair is over, the sales team is satisfied with its work, there were plenty of new contacts and sales opportunities collected on site. Actually many reasons to be satisfied with the own work and the results at the fair. To conclude the trade fair successfully, however, there is still no follow-up to the trade fair, which many companies still treat too neglected.
How does it happen that elaborately generated trade fair leads are not properly followed up and what opportunities are there to accelerate these unproductive processes
It is certainly no news that many companies fail in the follow-up from trade fairs. As numerous studies show, many stand visitors only hear from the exhibitor very laterafter the trade fair, or in worst cases, not at all. The reason for this is mostly due to inefficient manual processes. While the leads and information are usually entered into the CRM system by the marketing department after the trade fair, the sales staff are busy catching up on the day-to-day business that has been lost during the days of the trade fair. With serious consequences, the acquired trade fair contacts lose priority and prevent the establishment of new business relationships.
How would you feel if you had to wait weeks for the promised documents after your visit to the trade fair? You would probably assume that this company is not particularly interested in you as a new customer.
The reason why this has such a drastic effect on customers nowadays is that customer requirements and expectations have changed significantly. As a result, companies lose revenue opportunities due to negligent trade fair follow-up.
Digitization is gaining importance in more industries and sectors, changing the market, people and society. In order to be able to assert themselves successfully in this environment of the future, traditional companies should take digital change seriously and devote more attention to the experience of their customers.
Potential customers can compare products relevant to them on the Internet and have a very high degree of transparency over the entire market offering. On the other hand, the great diversity and homogeneity of the offers makes it difficult to make a decision. For this reason, it is all the more important to know and take into account the customer's expectations in order to contribute to quicker decisions. If you want to support active decision making, you should provide your booth visitors with the desired information as directly as possible, taking their individual needs into consideration. This means for you: no classic thank you mail, no waiting for two weeks! Contact the leads while they are still hot!
In order not to turn collected trade fair leads into dissatisfied customers or even nominal members, the focus should be on customer-oriented trade fair follow-up. The two success factors of speed and relevance are crucial.
In order to increase responsiveness, you need to take a closer look at your trade fair lead management and identify the gaps in your process. Since trade fair leads are usually captured on paper sheets and follow-up processes can only be initiated slowly, active support should already be provided at this point. The goal and the problem solver is direct, digital availability of the contacts that have been captured. With the help of software solutions, stand visitors can be captured on an individual, digital lead sheet, using a business card scanner. From this point on, collected data can be exported and forwarded to the marketing team or directly synchronized with the company's own CRM system.
The aim is to meet the individual needs of each visitor and only use generalized follow-ups in emergencies. Imagine that the prospective customer has already requested concrete information on products or services - will he be satisfied with general information about the company and the product portfolio?No. If the competition is proactive, faster and more specific, then you have already gambled away your first good cards.
If you take these factors into account and actively integrate them into your trade fair processes, you can take advantage ofthe potential of sales opportunities and at the same time contribute to stronger customer loyalty. Defeat the widespread "trade fair disease"!
provided by Eric Uder; hileadzz
About Eric Uder
Eric Uder, B.A. in strategic management and marketing worked for over three years in an IT consulting company. The focus there was in particular the process optimization of an increased cooperation of the internal marketing and sales department. The experience gained from more than 10 years of competitive sports and own entrepreneurial activities also opens up new diversified perspectives and more sophisticated processes. Eric Uder is currently supporting the development and strategic expansion of the SaaS software hileadzz, which enables digital and automated trade fair processes for users.
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