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With so many gem and jewelry shows on the calendar, and so much potential at each one, it’s a good idea to regularly evaluate your trade show strategies. If one of your exhibit goals is to get more high-quality sales leads, consider these techniques:

BEFORE THE SHOW

1. Evaluate and select shows carefully.
Are the show’s attendees likely prospects for your products or services? Bigger is not necessarily better. It’s preferable to have a couple of dozen very qualified leads than hundreds of leads who may not be your real prospects.

2. Set goals.
You can’t determine the success of your exhibit without first knowing what you want to achieve. Your business partners, staff and even the exhibit vendor should be involved in identifying what you can achieve by exhibiting. Make your goals as specific as possible. If you are permitted to sell at the show, how much revenue do you expect? If direct sales are prohibited, how many qualified leads do you hope to generate? What is your definition of a qualified lead?

3. Put your show plan in writing.
This includes a workable schedule that identifies who will be responsible for each task. Don’t wait until the last minute, and make sure everyone knows what his or her job is.

4. Develop a key message for your exhibit.
Like good advertising, a good exhibit communicates one major message clearly. This is more effective than the cluttered image projected by companies trying to do too much.

5. Identify key prospects and invite them.
Mail your customers and prospects complimentary passes to the exhibits, often available free from show management. Call and remind them to stop by your booth, and mention show specials if you have them.

6. Merchandise your show participation.
Include tag lines in your ads such as “See us at Booth 200 at Bead Fest.” Include free exhibit passes with your inquiry response materials. Write a press release explaining new products or services to be introduced at upcoming shows. Invite editors to stop by or schedule specific appointments with your key people.

7. Train your staff before each show.
They need to know what is expected of them. If you’re offering an at-show special, make sure your staff knows how to fulfill those orders.

8. Design a custom lead form.
Be sure to include questions designed to qualify your prospects by determining the immediacy of their needs, purchasing authority, tax exempt status, etc. And make sure you record all relevant prospect information such as phone numbers, fax numbers and email addresses whenever possible. Consider awarding prizes or special awards to your exhibit staff for the most completed leads turned in on each shift.

SHOW TIME

9. Create a unique identity for booth personnel.
Matching shirts, cowboy hats (for a Western theme) or even custom nametags can identify your staff to prospects who need information or assistance.

10. Offer samples or premiums if appropriate.
Merchandise your traffic-building giveaways through pre-show mailings. For example, include the cap portion of a high-quality pen in a pre-show mailing that invites customers and prospects to pick up the rest of the pen at your booth.

11. Provide live or video demonstrations.
For many jewelry-making tools and supplies, nothing sells better than a demonstration. If you don’t have the staff to do it live, prepare a taped demo that you can play at the show.

POST SHOW

12. Send requested literature or samples immediately.
Have literature ready to go and bring it to the show. That way, you can mail or fax it right away. Send the requested material to prospects within 24 hours. If you’re following up by mail, include teaser copy on the envelope, like “Here’s the Information You Requested At Bead Fest,” to make sure your prospects associate the literature with their own request. Also, make sure your literature packages make it easy for prospects to take the next step by including ‘where-to-buy’ details, including complete contact information for your company and/or your distributors.

13. Use the telephone, mail and e-mail to follow up.
Your goal is to build sales-winning relationships with your prospects and to further qualify them. Telemarketing and direct mail (including e-mail) are cost-effective and efficient ways to do this.

14. Track the success of leads.
Did the qualified prospects buy? How much did they spend? When does their next buying cycle begin? Use the answers to decide if your show investment paid off. Keep in mind that there may be people who don’t buy immediately, but who were still influenced by your at-show and post-show marketing efforts.

15. Do a post-show evaluation.
Look at the entire show experience ... what went well, what didn’t and why. Critique each aspect and ask your salespeople and others for comments. Give special attention to the feedback pertaining to lead quality. This information will help you get the most out of future shows.

 

M. H. “Mac” McIntosh, a business-to-business sales and marketing consultant, is described by many as America’s leading authority on inquiry handling and sales lead management. To request a free subscription to his e-newsletter, Sales Lead Report® please view the current edition at www.imakenews.com/macmcintosh and enter your e-mail address in subscribe box in the left hand column.

Incentive Programs
Can Pay Off

Finding ways to motivate employees can be a challenge! And according to the Public Agenda Forum, less than one in four American workers are reaching their full potential. So how can you help your staff close the gap between what they’re capable of and what they’re achieving right now?

One way is to start an incentive program, or improve an existing one, according to Maria Bavender, vice president of sales at Gift Certificate Center, a Hallmark company. A study released in January by the SITE Foundation, an organization in the incentive industry, reinforces this idea.

“This new study shows that well over half the people surveyed thought their companies weren’t doing enough to motivate them,” said Bavender. “Employees are very aware of what their employers are or aren’t doing to recognize their continued efforts.” According to the study, 78 percent of the workers surveyed were able to cite specific examples of times when motivation by management resulted in demonstrable benefits.

Here are some tips for developing a motivation program:

• Set specific goals that provide strong motivation and are expected to be obtained.

• Make sure the program is fair to all participants. If there’s the perception of inequity in any aspect of the program it may lower productivity.

• Pick an incentive with high perceived value to get participants excited about obtaining the goal.

• Get employee involvement during the development of the program and give timely feedback throughout.

Incentive companies like Gift Certificate Center make it simple for employers to develop motivation programs using online services. According to promoters, the time it takes to set up a program is minimal, program administration is easy and efficient with automated program tracking and reporting. The end result is a program tailored specifically to the needs of the company. Learn more about their program online at www.PremiereChoiceAward.com.