There are many reasons for show lead follow-up failure. The main one is that many business owners and even some sales managers do not distinguish between two very important sales representative characteristics:
If control of the farm is given to hunters, chances are high, that crop yield will be low.
If control of the hunt is given to farmers chances are high that the catch will be small.
In both cases … Starvation
Trade show leads are typically disseminated to sales staff at the booth. Problem is, in most cases, those same salespeople are the hunters of the organization who are remunerated on what they sell today and don’t care about sales that are too far in the future! Hence the low hanging fruit (25%) is very well served and the rest (75%), is placed in a box that is typically lost.
So why not outsource those leads to professional farmers like us? We will …..
Serex will provide you with the capture mechanisms required
Serex will help you build a 12 month follow up nurturing sequence ensuring that the prospect will be contacted at an appropriate frequency until they are converted
All responses to the nurturing sequences will be reported directly to you so that your sales people close the deal. Or our sales staff will convert the deal for you and provide you with an order.
Look around at all the activity in your booth and the ones adjacent to yours. It is a fact that only 30% of those show leads will actually be followed up. At Serex we are providing a service where you give us all the leads you have gathered and we will follow them up for you. You can choose to either have us just nurture the leads by email or via our Call Centre sending emails and making follow up calls.
We setup a webform where your sales people or the booth visitors themselves enter their qualification information via a smartphone, tablet or connected computer. This webform is customized to capture all pertinent qualification information specific to your business and will also immediately capture email consent. Once the information is filled out we automatically score all the visitors in order to nurture them accordingly
Prefer to give us a photocopy of all the cards you need followed up … No problem !
Prefer to give us the show registration database for us to import … No problem !
We craft a series of emails that are sent based on scoring ensuring we stay in touch with the visitors well after the show is over, usually 12 months. The frequency will depend on either your directives or on the scoring. Optionally using our call centre agents, we can blend the emailing with calling of the prospect to determine if they are ready to convert.
Once the lead is ready to convert … We direct them back to your hunters for the close