The Difference Between a Trade Show Contact and a Lead
Learn how you can differentiate between a trade show contact and a lead.
For many businesses, generating leads is the main motivation behind exhibiting at trade shows. If this is true for your business, then it’s important that you can discern the difference between a mere contact and a business lead. If you have trouble determining who is just a contact and who is a lead, here are some tips to help you.
Find Out Who is Ready to Buy
Obviously, you should only pursue the visitors who express an interest in purchasing your products or services. As soon as someone confirms that they are not interested, there’s no need to pursue that individual any further. Even if someone says they are ready to buy, it’s important that you ask the right questions to determine whether or not they are actually in a position to approve a sale. This means learning their position at their company and finding out how much capital they have available.
Categorize Your Leads
If contacts are the people who are not immediately interested in your products or services and leads are visitors that are ready to buy, then what about the visitors that fall in between? Well, there are actually many levels of trade show leads. The people who are ready and capable of buying are “hot” leads, while those who are showing genuine interest but are not ready to commit can be either “warm” or “cool” leads. It’s important that you know how to categorize leads so you can prioritize who gets your attention following a trade show. Hot leads should be followed up with immediately after a show, while warm and cool leads should follow respectively.
Use this information to help you determine who is a contact versus who is a lead at your next trade show. Want another way to help you succeed at your next trade show? Make sure you have a beautiful, innovative, and attention-grabbing trade show booth for your business. For assistance with designing and building your custom trade show booth, contact the professionals at David Torres Productions. Our knowledgeable team is ready to turn your trade show booth vision into a reality.