Trade shows are a hotbed of opportunities for businesses to connect with potential customers, generate leads, and promote their brands. But with so much competition, cutting through the noise and capturing valuable leads can be challenging. But fear not, for we've got you covered with some best practices for maximizing lead capture at trade shows and converting those leads into sales.
Tip 1: Use Multiple Lead Capture Scenarios
One of the most common ways to capture leads at a trade show is by using scanning tools. But don't settle for just badge scanning- why not use multiple scenarios to ensure you capture as many leads as possible? When you rely on only badge scanning at a trade show, you run the risk of missing out on valuable leads when all your booth reps are busy. This is why diversifying your trade show lead capture solutions is so important. Some options to consider include the following:
- Lead retrieval apps: A few providers allow you to scan attendee badges and collect contact information. These apps often integrate with your CRM system, making managing and following up with conversion-ready leads easy. The immediate sync will reduce your sales outreach time, which we know increases the chance of closing a deal.
- QR codes: QR codes are a quick and easy way to capture leads using a smartphone. Put them on your marketing materials, such as brochures or business cards, to make it easy for trade show attendees to connect with you. This scenario is best for leads who aren't conversion-ready and might not want to talk to a sales rep at the booth. They can still get valuable materials and assets from you and join the email marketing list. QR codes are also a great way to collect leads through raffles and giveaways. Instead of collecting business cards in a fish bowl, have attendees scan a QR code to enter. This way the contact data actually makes it into your CRM for follow-up. Learn more about adding a QR code to your strategy by reading our guide, Increase your Trade Show Results with a Lead Capture QR Code.
- Lead Capture Kiosk: Similar to using a QR code, a trade show lead capture kiosk is a great way to ensure no leads are missed! A few reasons to add a kiosk to the trade show floor are: back up for when booth reps are busy, capturing leads for giveaways, capturing leads at events without badges, and as a check-in for your booth or speaking sessions. Particular trade show, especially smaller ones, don't offer scannable badges. A lead capture kiosk is an easy way to capture attendee information without needing a badge to scan. Trade show attendees can simply walk up to your kiosk and fill out their information on their own - saving your booth reps time for valuable conversations. Learn more about how you can add a lead capture kiosk to your upcoming trade show.
- Business cards: It may seem old-school, but collecting business cards is still reliable for capturing leads. Many trade shows often don't offer API connections to collect their attendee data, so this is another option. With a customized lead form, you can take a photo of the business card to collect the contact information and then use the qualification fields as you would from a regular badge scan or manual capture to ensure that the lead can be sorted and prioritized for sales or marketing follow-up.
Tip 2: Capture The Conversation
Scanning tools such as trade show rented badge scanners can capture contact information but don't provide context about the lead or their needs. That's where note-taking comes in handy. Take notes during conversations with attendees to help personalize your follow-up messages and show that you're genuinely interested in their needs. The reps that capture leads in the booth don't always work them after the event. Instead, they get shared with a broader team, and notes are the only way to understand the sales conversation and notable points to address during outreach. Here are some tips:
- Use a note-taking app: If you own a lead capture app, this should already be included, and it's a great option to ensure that the notes you collect for the lead stay attached once they get imported into the CRM or Marketing Automation Platform. If you don't use a lead capture app, consider using a note-taking app like Evernote or Google Keep to capture and organize your notes. These apps allow you to tag and search for notes later, making finding the information you need easy.
- Be specific: Don't just note generic information like "interested in our product." Instead, capture specific details about the lead's needs and pain points. This will help you tailor your follow-up messages and demonstrate your understanding of their needs. If you're custom lead form at the event covers all of the vital information (Lead Type, Product Interest, Sales Qualifiers, Next Steps), then your notes should provide the context of any personal/company details that will help the sales team work the deal.
Tip 3: Sort Your Leads
The worst experience we have as a buyer is when a company targets us with the wrong product or at the wrong time. Make this your mantra for trade show lead management. While there are a lot of qualified buyers at trade shows and events (81% actually), some will need more time to be ready to buy. Additionally, your booth visitors may not only include potential clients, but you may talk to existing customers as well. These should be sorted for relevant follow-up. Here are some tips for adequately segmenting your leads:
- Include sales qualifiers in your custom lead form so that the rep who has the conversation can immediately identify those who are conversion-ready. It will save a lot of time post-event and increase trust in the event leads if sales can see the qualifiers that people met before they start the outreach.
- Treat the non-sales leads differently and respect their timing. The initial reaction post-event is to try and convert every lead you capture. This is not an effective marketing strategy. While sales are working on deals with qualified leads, marketing should start engaging with the leads who need more education or more time to decide. If you share valuable content and build their trust in the brand, they will eventually choose to take the next step with sales, which is the best way to increase your chances of a closed deal.
Tip 4: Follow Up ASAP
Capturing leads at a trade show is only the first step. You need to follow up quickly and with relevant information to convert those leads into sales. A salesforce study shows us that 50% of trade show leads go to the first company to follow up. Here are some tips for effective post-event lead nurture:
- Personalize your messages: Use the notes you took during the trade show to personalize your follow-up messages. Reference details from your conversation to show that you're paying attention and genuinely interested in their needs.
- Provide value: Don't just send generic sales pitches. Instead, provide value to the lead by sharing helpful resources, such as guides or case studies, that address their specific pain points.
- Be persistent: Don't give up after one or two follow-up messages. It often takes multiple touchpoints to convert a trade show lead into a sale, so be persistent and keep nurturing the relationship over time. If you approach the entire relationship with a supportive and helpful tone, it won't overwhelm them if you follow up multiple times. But remember, persistence is good when it's helpful, not forced sales.
Tip 5: Train Your Trade Show Sales Team
When planning for a trade show, some companies focus most of their efforts on getting people to their booth rather than on what happens once they get there. As a result, event team training often becomes an afterthought for many exhibitors. This results in noticeable impacts when navigating through a busy show. However, staff training must be prioritized to ensure a trade show's success. Though many companies have exceptional sales representatives, they may need to gain the necessary skills to efficiently manage an exhibit. To ensure a successful trade show, make sure to train your team on the lead capture solution. One benefit of owning your lead capture solution like iCapture is that your reps get to use one solution across all their events. This reduces frustrations and errors when having to learn a new lead capture solution at every trade show. Learn more about training your team for trade show success.
Trade shows are a goldmine of potential leads, but capturing them requires a strategic approach. You can maximize your chances of converting those leads into sales by using multiple capture scenarios, taking notes during conversations, segmenting the leads, and following up appropriately. Now get out there and start capturing those leads!