The No. 1 Trade Show Mistake
On April 24, I received an email from a salesperson whom I had met at a trade show. She was following up on our conversation, reaching out to see if the interest was still there and trying to set up an appointment with me. You might think this is good business practice and you’d be right …
… Until you found out that the show was in mid-March.
Slow follow-up on leads is the No. 1 mistake a company - and yes, I am blaming this on the company and not the sales rep - can make. I want you to know this for two reasons. First, realize that when you are handed a lead - any lead - you must act on it immediately, even if it is just reach out and say, “I can’t talk to you right now,” that’s still better than waiting six weeks.
The second reason I bring this to your attention is so you see this as a profit opportunity as a salesperson.
Consider the amount of money that companies put into exhibiting at a trade show. The cost to rent the booth, buy the signage for the booth and then staff the booth (read: significant travel expenses) can easily run five figures. Tremendous effort and expense go into this endeavor, all so the company can come away with qualified leads. Shocking, then, that they would not follow through immediately.
This is your chance to make a sales call. How could you help in a situation like this? Who exactly would you want to speak to? What would the sales call sound like?
To talk about what I can do for your sales team in the form of a live presentation, workshop, or individual training, either call or hit this link and jump on my calendar.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at email@example.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.