Taking Leads and Orders at Trade Shows

Generating leads at trade shows is less demanding than making sales.

For trade show lead generation you should have a formal procedure to gather necessary important information, although you may not follow it exactly in every case. Your lead form should have space for the following:

Prospect company name, address, main phone, FAX numbers.

Show contact and buying office contact, with proper phone numbers if different from the main number.

Product interest.

Quantity, range and frequency of purchases.

When will they buy?

Current supplier. (Are they unhappy or looking for an alternate supplier?)

Best times to contact buyer.

Design a form with space to write in these items. Allow room to clip, staple or tape a business card to it. Bring clipboards, paper clips, staplers and tape to the show.

Once you have generated interest in your product, ask for a calling card and begin qualifying at once. Keep asking for all the information you need. Once you have transferred the information, place the completed form or card in a safe place.

If you are selling at the show, make it easy to write orders. Is your order form a blank, all-purpose form? Make up a special check off order form so that only the quantity of merchandise need be entered, not the catalogue number, description or unit price. The traffic in your booth will determine whether you will want to extend the order at the time of sale.

Carbonless paper forms can be made by any instant printer. Avoid carbon paper; it is messy and hard to handle. Design your forms so they can be used with a legal or letterhead sized portfolio — not a clipboard. A salesperson carrying a portfolio with the order form hidden is not as threatening as one with a clipboard and exposed form. Once the buyer indicates readiness to purchase, the portfolio can be opened.

Make certain you get a business card to clip to the order form to reduce the chance of transcription errors.

Have a safe, convenient place to put your orders. If you have only one copy each of your orders, photocopy before you mail them. Although very few letters are lost in the mail, it would be a pity if all your work wound up in the dead letter office.