Entries Tagged as 'Events & trade shows'
Just got back from a conference?
Keep up the momentum by following up with all those leads and business cards you collected. It’s the first step in turning those prospects into qualified sales-ready opportunities.
When you set out for the conference, bring along pre-addressed overnight mailers. Send the leads back to the office each night for immediate data entry and response. Don’t let the opportunity wither away.
Data entry is tedious, but it’s got to be done.
I invested in a CardScan® business card scanner. It’s easier and more accurate than my manual data entry. The current version of its software lets you do drag-and-drop data entry from emails, Web pages and electronic documents too. Visit www.cardscan.com to see models that will put data directly into Outlook or your CRM system.
You can also call your local temp agency if everyone in your office is busy. Good agencies have specialists who can be at your office in an hour.
Email your prospects right away.
The email addresses you collected from business cards and booth visitors and are most likely up-to-date. So email each prospect with “Nice to meet you…” or “Thanks for dropping by.” Include links to relevant information on your website and attach marketing materials. You may be the first or only one to follow up so quickly, which makes a great second impression.
Send some paper.
Mail similar “Nice to meet you…” and “Thanks…” letters and materials to those prospects who didn’t share their email addresses. I’d also mail the prospects you emailed earlier. Email experts admit that nearly 70 percent of email is now being blocked by junk filters–and the senders never know it! Redundant mailing is cheap insurance.
Schedule calls to each the prospects you added to your CRM system, allowing a few days for prospects to catch up upon their return from the conference. Mid-morning is usually best for both you and your prospect. Also, make the calls in sets of ten, waiting to do other things until you have attempted to reach all ten, to keep the distractions at bay.
The good news is this isn’t cold-calling. Each one expressed interest when you met them or they visited your booth.
“But what should I say?”
To avoid sounding like just another salesperson and to put the prospect at ease, open each call by saying something like this:
“Hi (prospect’s name), this is (your first and last name) from (your company name). We met (or ‘You stopped by our booth’) at (conference name) in (city name) last week. I’m interested to hear your thoughts about the conference, but first, is this a good time to speak?”
This approach will set your call apart from the majority of the other calls your prospects receive, which usually start with a dumb question like “Did you get the information I sent you?” Why is this a dumb question? Because usually the answer is “No,” which is difficult to move past. Be sure to avoid the overused “How are you today?” (Want to have some fun? The next time a telemarketer asks, “How are you today?” answer “Terrible” and see what the reaction is.)
By saying “I’m interested to hear your thoughts about the conference,” you’ve established a reason for the call that feels comfortable for the prospect. Asking “Is this a good time to speak?” sets a warm and professional tone. Besides, if it isn’t a good time for the prospect, he or she won’t be receptive anyway. If the time isn’t convenient, ask what time would be better.
Next, continue the conversation by asking questions like “What are your thoughts about your time at (conference name)? Did you find it to be worthwhile?” or “Of all the booths you could have visited during the conference, why did you stop by ours?”
The objective is to learn if the prospects are sales ready. The answers will tell you more about the prospects’ business, situations, interests and needs.
Whether prospects are sales ready or not, tell them what you think the next step should be and ask them if they agree.
If you want a business marriage to happen, start dating.
Research shows 3 out of 4 sales come from leads who aren’t ready to buy right away. Only 1 in 4 buys within six months. Half can take a year or more. So you’ve got to find a way to “date” them until they are receptive to your business proposal.
Save money and have more time to invest with sales-ready prospects by starting with less costly one-to-many marketing techniques. Salespeople and telemarketing are costly, so they’re best for only the qualified prospects. You can invest about the same amount per lead to reach longer-term prospects twelve times a year with a postcard or letter, and staying within reach over a longer buying cycle.
Create a series of mailings or emails.
- What are the three or four major reasons why someone would buy from your company?
- What would cause them to need your products or services?
- Why would they select your company instead of the competition?
Create a series of mailings or emails with each addressing one of these points. Set up a schedule for mailings, and your prospects will get to know your best qualities until they’re ready to set a date.
Be sure each mailing (or call, for that matter) includes a suite of offers or calls to action that are designed to encourage the prospects to take the next step. Educational offers– how-to guides, checklists, case studies, white papers, and Web or live seminars on the same subjects– usually work best.
The key to your success is reaching the right prospect, at the right time, with the right offer. Prospects’ needs don’t change that dramatically. Success comes not from saying something completely different every time you contact them, but from the ongoing follow-up.
“Remote” events such as webinars offer new options for reaching out to and educating buyers at all stages of the lead generation cycle.
Your choice to go live or remote will hinge on several factors, including the time needed to present the information, the needs of the customers or prospects you’re targeting, and the physical locations of attendees. Keep in mind these pros and cons when deciding how best to reach your audience.
When I say remote events, I’m talking about:
- Webinars / Webcasts
Pros of Remote Events
- Less time: It’s easier to get on attendees’ calendars if you’re only asking for 30-60 minutes.
- No travel: Your audience and can join in from their desks or home offices. In today’s marketplace, prospects are coming from different time zones and personal schedules. It’s also a big plus for presenters.
- Usually cost less. Webinars can cost less than 25 cents per minute or $15 per hour per participant. If you fly in presenters, renting a meeting space and equipment, and provide refreshments it can add up.
- Viral marketing: To put it simply, attendees can invite others easily and they’re more likely to because it’s easier to attend than an event you have to travel to.
- Record the event. If someone’s registered but doesn’t show up, you have an easy way of giving them a second chance at their convenience. Follow up by auto-responder email. You’ll get extra “bonus” attendance. And don’t forget, you can put it on your website as content to draw in web visitors.
- You can do live, interactive demos over the Web. You can use Web conferencing software or services to demonstrate your software right on participants’ own computers. They can follow along as you click through each step, or you can let them manipulate their own mice and keyboards.
- It’s easier to attract guest speakers. If a speaker can participate from his or her own home or office, they’re much more likely to rather than having to travel to the event. You could even save a few dollars because professional speakers usually charge more when they travel.
Cons of Remote Events
- Participants need the right equipment. Most people, but not all, have the high-speed Internet connection needed to easily view a webinar. And videoconferencing requires that both ends have compatible equipment.
- You may not have participants’ undivided attention. It’s easy for attendees to be interrupted by colleagues or staff, or to get distracted by phones or e-mail while your webinar or teleconference is going on.
- Time is limited. Webinars should last no longer than an hour. If your material requires more time, opt for a longer, live event instead.
Which event format should you choose? Most important is what your attendees prefer. Busy C-level and senior executives will likely prefer the convenience of a quick, one-hour webinar, whereas a user group may prefer the interaction of a live event such as a lunch-and-learn seminar. Give the audience your information in the way your audience wants to receive it. It’s much more likely your message will be heard, retained, and acted on.
### [NEDMA ’06 Confererence Blog](http://www.nedma.com/conferenceblog/)
[New England Direct Marketing Association](http://www.nedma.com/)’s Annual Conference & Exposition
“It’s a Brave New World”
June 14-15, 2006
Bentley College, Waltham, MA
I will be delivering the closing keynote address June 15th, titled: “How to get your CEO, CFO, the folks in sales, your agency and your client to buy into your marketing plan.”
Join the conversation and get the latest news about NEDMA ’06, It’s a Brave New World, on their [NEDMA ’06 Confererence Blog](http://www.nedma.com/conferenceblog/).
I’ll be speaking at this conference. I hope you’ll join us there for an informative session.
The Conference Focused Exclusively on B-to-B Direct Marketing
April 19 – 21, 2006
Omni Orlando Resort at ChampionsGate, FL
Get a $100 Discount on 3-day and 2-day packages! Use Discount Code: SPKVIP and KeyCode: McIntosh.
Register at: www.dmadmb.org
Be sure to attend my session on Thursday 9-10:15 a.m.!
The Truth About Cats and Dogs: Get Marketing and Sales Working Together For Results
Track: Prospecting & Lead Generation
Are you tired of feeling that your company’s salespeople, reps, dealers, or distributors are wasting the sales leads that you and your marketing team worked so hard to generate? And are you frustrated with hearing salespeople complain about your company’s marketing efforts and the poor quality or quantity of your hard-won sales leads? If so, you don’t want to miss this session. By attending, you’ll discover proven strategies and tactics for getting your marketing “cats” and the “big dogs” in sales working together.
You will learn:
- The three primary ways that marketing people can win over the salespeople
- How to get sales to follow up and report back on marketing lead results
- How to create an environment that encourages respect and collaboration between marketing and sales
- How to get the sales team to help you convince management to provide more money and resources for marketing and lead generation
The year is already underway. You may have a number of live seminars, workshops, Web seminars (webinars), videoconferences, trade shows and speaking engagements planned for future months. Here is a short summary of how best to use events to drive sales and revenue.
– Leverage other marcomm tactics such as direct mail, email and telemarketing.
– Speak or exhibit at others’ events, saving the time and expense of running it yourself.
– Use events to move known prospects along the sales cycle, rather than focusing on those who are new to your company.
– For mid-stage prospects, use “bite-size” events, such as “lunch and learns,” “executive breakfast briefings,” or Webinars.
– For hot prospects who have already indicated they are close to buying, offer events that will give them details they need to make the final decision.
I go into more detail about this making the most of events in your marketing plan in my article “[What role should events play in your marketing plan?](http://www.sales-lead-experts.com/tips/articles/event-role.cfm)”.