Trade shows are great events to attend if you want to network, find leads, and drive traffic to your company. Although many leads and engagements are now found online, traditional trade shows can help foster a better human connection between employer and attendee. This blog will explore how you can transform leads into full-on customers.
Create Valuable First Impressions
First impressions have a tremendous impact while networking. They are usually what people remember the most. Make sure that you have a positive interaction with a lead and that they perceive you as personable and an expert in your field.
Use Engaging Displays
You know what they say: A picture is worth a thousand words. Your booth or display could make or break the type of engagement you receive at trade shows. Make sure it matches your brand personality, colors, etc., and you will attract the right potential customers. If you use trade show portable displays, you can choose one that will match the type of event and people more.
Host Interactive Contests and Giveaways
A great way to interact with attendees and leads is to host contests and giveaways that they can participate in. This will give them a chance to interact more with you and get a taste for the kind of company you are and decide if they want to do business with you.
Understand the Lead
Get to know and understand your leads. What are their needs, pain points, lifestyle, etc.? In what ways could your product or service benefit their life, without any motivation for you as a business to reap the benefits? Understanding and putting the potential customer at the forefront can help foster trust within the relationship. It can also help to know how much power they hold in the decision making process so that you know how far in the sales process you should go.
Contact and Follow Up
During the trade show, make sure you get the contact information of leads to foster that relationship as well as give yourself the opportunity to follow up with them. No less than 24 hours later, follow up with them through call or email. Make this interaction as personal as possible to show genuine care for them. Continue following up to nurture that relationship, even if they don’t want to make a decision right away.
Offer a Demo or Free Trial
Offering a demo or free trial is a great call to action for leads to engage more with your product or service. This can help you understand who is truly interested in the next step and wants to give your product a try. Do not continually push them to choose this if they are not ready, but continue to nurture the relationship, and they will likely come to you when they are ready.
Conclusion
It can be simple to attract people to your trade show booth and business, but it’s harder and more challenging to convert all of those people into actual customers. Through these strategies and forming genuine connections with the leads you obtain, you can increase conversion rates and build a loyal customer base.
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