Proactively manage your leads
If you actively manage your company's potential customers, total sales will increase by 10% in 6-9 months; if you use automated marketing, high-quality potential customers will increase by 451%.
If none of your companies mentioned above, try to invest in a customer relationship management system to increase potential customers.
Only sell to high-quality leads
Most company marketers do not screen potential customers and send all customers directly to sales. But research shows that only a quarter of sales leads are truly valuable.
So do n’t think about asking all the visitors on the booth to fill out the form, or to focus on scanning each visitor ’s badge. You need to consider whether you are selling to potential customers who meet certain conditions, so you can focus on following up with Customers who are likely to buy.
In order to "diagnose" potential customers quickly and effectively, a potential customer ranking system is established, which sorts according to different criteria: like budget, purchase decision power, and the time when a purchase may be made.
Be the first to follow up customers during the show
About 30% -50% of customers end up buying products at the company that first contacted them. According to a lead survey from EXHIBITOR Magazine, about 62% of potential customers at the show will be contacted within 5 days.
If you want to be the first company to contact potential customers, call them within 1-2 days of receiving the contact information, because only 22% of exhibitors will contact potential customers within this time period.
Set the right communication time after the show
52% of exhibitors track potential customers via email.
Emails sent in the morning are twice as open as emails sent in the afternoon and 4 times as often as emails sent in the evening. Opening rates are higher in the middle of the week (Wednesday, Thursday). In addition, personalized emails will increase the click-through rate.
33% of exhibitors track potential customers over the phone.
It's best to call a potential customer on Wednesday or Thursday.
At least 3 contacts with all potential customers at the exhibition
Sales staff will communicate with them on average twice before giving up a potential customer. 54% of sales will only make 3 or less calls to potential customers at the show.
So of course your company should contact potential customers at least 3 times at exhibitions or other events.
"Cultivate" potential customers through continuous communication
Visitors who actively communicate with sales staff at the show and other abandoned audiences will eventually become sales leads in your database.
But the potential customers "trained" at these shows may increase sales by 50% and reduce related expenses by 1/3. In addition, only 16% of companies will develop sales leads indefinitely until they become customers.
Consider adding all sales leads from the show to the database and follow up regularly. When the customer is ready to buy, your company will be the first one in his mind.
Referral program for existing customers
Potential customers introduced by existing customers have higher customer conversion rates, shorter follow-up times, and higher life cycle value than leads from other sources.
Less than 30% of companies have their own existing customer referral programs, and only 11% of sales staff will ask them to recommend potential customers when communicating with existing customers, and those customers referred by friends can buy 4 times .
Whether during a booth meeting or a survey in the booth, asking existing customers if they have a partner company they would like to introduce may result in high returns for the company. In addition, sales staff can more easily ask the company name being introduced during communication, and it is easier to track.
Send direct mail instead of regular mail
Only 5% of companies will follow up customers by direct mail after the show, and 52% of companies follow up by sending emails. But direct mailing of brochures, product quotes, thank you letters, etc. may be more effective.
Direct mail to your company's regular customer database can achieve a 3.7% response rate. If you are a potential customer, the response rate is only about 1%. So no matter how you send direct mail, you can get a response rate of at least 1%.