And when we say fast, we mean like instantaneous follow-up, while you are still on the tradeshow floor.
When you are exhibiting at an event, it's important to cut through the clutter and stand out. Wearing bright orange pants will help you stand out on the tradeshow floor, without a doubt. You want as much traffic to your booth as possible, right?
But what is goal number 2? It should be following up on those hot leads as fast as possible, right? Yet most exhibitors fail to qualify their leads (making follow up much more time-consuming) and many wait too long before reaching out to them after the show.
Yesterday, the Center for Exhibition Industry Research (CEIR) released a new study entitled Exhibitor Sales Lead Capture and Follow-up Practice Trends. It contained the usual stats on how poorly exhibitors follow-up with their leads, no surprise there. But what was most surprising to me was that following up within two weeks was considered "very quickly," yikes.
Leads are Highly Perishable
Seriously, if exhibitors are waiting two weeks to follow-up on leads, they just wasted thousands of dollars. Take web forms for instance. Did you know that the latest research says that sales leads die after only 30 minutes? Here's a link to the study.
Power tips from the study:
- Thursday is the best day to contact a lead in order to qualify that lead (by 19.1% better than the worst day).
- You can't be "too pushy."
- 4 to 6pm is the best time to call to make contact with a lead. It is 114% better than calling at 11 to 12am, right before lunch.
This data presents an enormous opportunity for trade show exhibitors willing to follow-up fast.