Fairs and expos will bring you an unlimited supply of leads when you learn how to qualify leads!
Your time is valuable!
When you use this technique to qualify leads at the event, your time finding fairs and expos, setting them up and working them will be well-spent as you will bring home quality leads!
How to Qualify Leads At Expos
Everyone that you meet is not an ideal customer!
It is important to learn how to qualify leads to determine if the person is a good prospect for your business.
Using this system of sorting people out, you will come home with a shorter stack of leads but they will be waiting for you to call!
Wouldn’t you rather bring home 8-20 quality leads who will answer the phone, as opposed to hundreds of prospects whom you cannot reach?
Teaching your team how to qualify leads should be part of your basic training program. Take all your new team members to vendor events with you so that they learn how to qualify leads by listening to you.
Prospecting at Your Expo Booth to Qualify Leads
When prospecting at the vendor booth remember that the attendees are guests and we are at work.
Our purpose at an expo is to find new business, either potential hosts or potential consultants.
We are not there to sell, book, recruit or to close deals.
We are looking for good leads!
Do not come to the fair expecting to schedule a lot of shows on the spot. It may happen, so be prepared, but scheduling shows, signing consultants and selling product takes time.
When engaging in closing deals, you may be letting the best lead walk past. Plan to close the deal in the follow-up.
Do not spend too much time with one guest, as a good lead may pass you by.
At the show we are qualifying the guests, so that follow up may be prioritized.
When at the booth we are at work.
Your mission is prospecting for good leads, not sitting around waiting for them to come to you.
Engage to Qualify Leads
YOUR JOB is to QUALIFY the guest as they walk by your booth which means that you must ENGAGE them before they pass.
Be prepared with a simple statement or question that you are comfortable saying. The statement or question should stop them or at least get them to pause, such as “Have you ever been to a XXXX show?”; or “Are you familiar with XXXXX?”
When they answer and pause you are going to ask them a question that requires them to think a bit more.
If they won’t or don’t pause, then they are not a qualified lead! Be prepared with a couple of questions to use after the initial engagement that require some thought.
One for those who have heard of your company may be something like, “What is your favorite product?”
A follow up question for someone who has not heard of your company, depending on your product line, may be something that gives you more information like, “What type of makeup do you wear?”
When qualifying a lead you are determining if they have an interest in what you are offering.
So, from here, those who seem to have an interest in learning more about your company or services are INVITED to come into the booth to learn more, and to enter the prize drawing.
If they do not want to engage, then they are not a good lead.
Basically you want to sweep them away if they have no interest. “Here is my card or (old) catalog… Call me if you need anything…have a nice day!”
Do not offer the prize drawing as a form of engagement!!
Get the DETAILS: The details are the information which you gathered after they have chosen to enter your booth to learn more information. Once they come in, you give them the prize drawing slip and continue to converse with them. It is a good idea to have some questions ready.
With a series of 2-3 questions it is your job to learn more about them.
Take the prize drawing slip from them and after they leave make quick notes on it.
This info will be the ice breaker for the follow up call, e.g., 3 kids, loves a specific product, has these items, wants this service you have, is a teacher, etc. Any tidbit of info which you can use to establish rapport when you call back.
Do not ask them to book, buy or join unless they show an interest or give you a window of opportunity. Work the conversation to develop it using the 10-second rule but don’t push to get them to do something.
Become their friend!! Then you will SWEEP them away, “Here is a catalog, I will call you when you have won the drawing!!”
Rate – Qualify Leads Immediately
CODE each lead Immediately:
- G=green, definitely call, this is a hot lead.
- Y=yellow, not a great lead, but call after you call all the greens.
- R=red, don’t waste your time unless really desperate!
Usually you would throw red leads away. Tonight or tomorrow when you are looking at the slips, you will be able to quickly separate them into priority calls. Be sure to take notes! And also, do not take too much time making notes, because your best lead may be walking by!!
Follow Up on Leads
Follow up is essential.
If you do not follow up within 48 hours, then you are wasting your time.
Consider offering a second prize of a gift certificate for free XXXX at the show. If you leave a message that they won something, they will surely call you back.
When you speak with them, be prepared with your rapport-building information to establish a bond before offering the opportunity to schedule a show or joining the team.
Networking for Leads at Vendor Events
Networking for leads at vendor events requires one really important thing to achieve success:
A TERRIFIC ATTITUDE and A Big SMILE!