Gleice Kapobianco Hair Color, Body Shape, Family Members, Father, Mother, Brother, Sister, Marriage and Affairs

the printouts and lead cards. Everyone working the show should know exactly what results you want to achieve at the various tradeshows you attend. Each show should have its own set of specific, clear, quantifiable, realistic goals. These goals should be in line with your companyÆs overall marketing objectives. These goals give staffers something to strive for, but they also serve as benchmarks to evaluate and measure team and individual performance. Develop a Follow Up System To achieve and perhaps surpass your specific goals, you need a follow up system. The best time to develop your follow up system is during the planning and training stage. Use this time prior to the show establish how the leads will be handled. For example, select a team member to take responsibility for collecting all "hot" leads at the end of each day and overnight them to the home office for immediate processing. Assign someone at the home office as a ôfollow-upö manager. This person takes charge of the entire follow-up process and should be someone who does not attend the show. Their job is to carry out the follow-up system that was established before the show. Timeliness is of essence with all leads, not just the "hot" ones. Obviously you're not going to overnight every single lead back to the home office, but there are steps you can take to ensure you stand out from the crowd of exhibitors. It is important to send something, such as a letter, email, or broadcast fax, to everyone who came by the booth to thank them and let them know when they can expect to hear from your company again. This should be done within three to five days after the show. Remember, if you don't follow up, your competitors will. The Next Step: Accountability Use contact management database programs to ensure your sales staff get leads that are as complete and useful as possible. Then, after leads are distributed, hold your account representatives responsible for the results. There should be a written progress report from each salesperson at regular, predetermined intervals. This information can be used to track their performance, sales made, etc. Some companies use performance in lead follow up as one factor in a salesperson's annual performance review. Knowing that they will be held accountable for results is a powerful motivator. Measuring Results At the end of the day, management wants to know their money was well spent. Keeping track of your leads will allow you to measure sales directly

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