State-of-the-Art Lead Management

Transcription

1 Present State-of-the-Art Lead Management How to Quickly Improve Lead Quality and Sales Conversion Webinar Discussion Points 1. Key insights on lead management. 2. What is and isn t a lead. 3. Four phases of closed-loop lead management. 4. Setting realistic Custom lead goals. 5. Best information to capture to qualify leads and an easy to apply lead grading system. 6. Overview of ATS s lead management solution. 7. How to route leads and track lead progress and sales conversion. 8. Building a culture of lead reporting.

2 Want to Make it BIG in Show Business? The Tradeshow Turnaround Artist Can Help! "In today's changing and competitive marketing arena, exhibitions are one of your most effective media IF done properly. However, few exhibitors truly understand how to make exhibitions payoff," says Jefferson Davis, America's premier exhibiting expert and author of Results-Focused Exhibiting. Described as "a burst of focused and positive, can do energy", Davis's innovative, practical and process based approach to exhibiting has helped his clients produce over 500 million dollars in exhibition sales since Over 90,000 exhibitors have attended his exhibiting success seminars and workshops. Hundreds of companies have hired Davis as a consultant and trainer and have experienced immediate, dramatic and measurable improvement in their exhibiting results in just one show cycle. Is your company ready for a tradeshow turnaround? Visit and take our Complimentary Exhibiting Needs Assessment to find out. Or call Jefferson Davis at to learn more about: Exhibiting by Objectives Consulting Services High-Impact Pre-show Marketing System Development Consulting Custom Exhibit Staff Training Workshops and Coaching Solution Focused Sales Training and Development Programs Closed Loop Lead Management System Development Consulting Exhibiting Cost Control and Return on Investment Measurement Consulting 2211 Houston Branch Road Charlotte, NC Phone: Fax:

3 1. How important are leads? Critical Important Somewhat Important Not Important 2. Do you a. Set specific lead goals? Yes No Unsure b. Capture leads? Yes No Unsure c. Know what becomes of your leads? Yes No Unsure Key Insights on Lead Management 1. For most exhibitors, the REAL product of a tradeshow is leads. 2. % of leads are never followed-up. 3. % of sales people view show leads as cold calls. 4. % of buyers receive information after they have made a buying decision. 5. The problem starts with the CAPTURE process. 6. Most exhibitors don t know what becomes of their show leads. Why is This Happening? Perceived of tradeshow leads. Marketing and Sales disconnect. Lack of exhibit staff. % 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.

4 Define What Is and What Isn t a Lead What Is a Lead? 1. Personal 2. Qualifying Questions Asked 3. Answers 4. Next Step and Agreed To by Visitor What Isn t a Lead? Badge swipe Business card in somebody s pocket 1. Cost Per Lead: Calculate the Real Cost of Poor Lead Management Total Show Spend/# Leads $75,000 / 150 Leads = $500 per lead 2. Lost Revenue Opportunity: Average Sale Amount x # Lead Conversion % $25,000 x (150 leads x.25% = 38) = $950, Impact on Brand: How does not following up impact your company s brand perceptions in the market?

5 Four Phases of Closed-Loop Lead Management 1. Capture high quality leads. 2. Efficiently Route leads to the right people for fast follow-up. 3. Effectively Follow-Up to convert leads to purchasing action. 4. Provide an easy method for lead recipients to Report progress and sales conversion. Set Realistic Lead Goals 1. Exhibit Interaction Capacity formula calculates the number of face-to-face interactions you can execute in your exhibit. 2. Use Exhibit Interaction Capacity formula to Set Lead Goals: Example Participant # of exhibiting hours 14 # of booth staff x 4 x total staff hours 56 interactions/hr/staffer x 4 x total target interactions 224 % of visitors to lead x.25 x Lead goal 56

6 Determine the Best Information to Capture to Qualify Leads Typical information areas might include: Address Specific Project/Application/Need Requirements or Specifications Product Interest & Level of Interest Buying Role and/or Influence Evaluation and/or Decision Team Competitors Budget Timeframe Specific Next Action Step Other? Five Generations of Lead Capture Devices 1. Collect business cards 2. Use a paper lead form 3. Rent the show lead capture system Rent and customize 4. Universal lead capture system 5. Smartphone/tablet technology

7 Official Show Lea Retrieval Vendor 217 General Patton Avenue Mandeville, LA P: / F: orders@american-tradeshow.com Lead Retrieval Devices Available

8 Additional Products & Services Available PennWell International GreenPlus ELR The green option to reduce your cost and increase your exposure, ATS s Electronic Literature Rack offers you a paperless approach to distributing marketing materials. Within one week post-show, attendees that visited your booth will receive a customized with access to your company s brochures in electronic form allowing them to retain an archive to your literature for when they most need it-when they are ready to buy! Delivery & Training ATS technicians deliver pre-ordered equipment prior to and after the event. In addition, our technician will train booth personnel on how to best use the unit. Custom Qualifiers ATS creates a list of exhibitor s custom qualifiers that can include products and/or services and loads it into the unit; can be easily attached to a prospect s record. Custom Survey ATS creates a custom survey that can include up to 10 personalized questions. Additional Products & Services Available Expo Recall ATS puts the power of the sales process in the hands of your attendees by generating a list of exhibiting companies attendees visited during your show. Following the show, ATS will generate an to each attendee that had their badge scanned by exhibitors on the show floor. This will contain the exhibiting company name and a link to their company website providing attendees an archive of the companies and products they were interested in. Attendees can follow up with exhibiting company representatives on their own schedule when the need for new products arises.

9 Data Collected with ATS Lead Retrieval Scanners Date of Scan Time of Scan BadgeID First Name Middle Initial Last Name Title Company Address 1 Address 2 City State Zip Country Phone Fax Develop an Easy to Apply Lead Grading System

10 Train Your Staff 1. why you are developing the system and what is in it for them. 2. Create accountability by setting lead goals. 3. Provide hands-on role playing with the device before the show. 4. Kick-off your program with. Assign a Lead Captain Responsibilities of the Lead Captain: 1. Sets and lead goal. 2. Ensures availability and functionality of capture devices. 3. lead goals versus actual. 4. Acknowledges performance & corrects non-performance. 5. Ensures data entry into CRM system and routing. 6. Possibly, the point of contact for reporting. Only Route Qualified Leads 1. Sending leads to the field is a key reason for poor lead follow-up. 2. Consider a post-show (re)qualification process. 3. Route leads! 4. Include All Relevant Data. 5. Assign or route leads through your CRM system, a web-based application or a lead tracking spreadsheet.

11 Build a Culture of Lead Reporting 1. Create Culture of Reporting Communicate Cost Per Lead. Inform or cc the reps manager. Use contests to kick-off the program. 2. Hold End of Shift or Day Lead Review Meeting 3. Close of Show Report Number of leads captured versus goal Cost Per Lead Number of Leads and % by Priority Code Prepare Lead Follow-Up Plan BEFORE the Show 1. Sort leads by. 2. Determine media. 3. Determine messaging. 4. Determine timeframes. 5. Assign responsibility. 6. Use wherever possible.