Confessions of a qualified lead: colored equipment grabs the eye better, gadgets and holders catch the attention more than glassware, and sales people who don’t get out of their chair are a turn-off. Trade exhibitions are a great opportunity for networking and lead generation. When the trade is analytical equipment and materials, sometimes the marketing aspects are lost by the geeks. Geeks can be great marketers, too, with these 7 tips.
- Take the initiative to ask what field your new visitor is involved in. There are a lot of booths, and you want each visitor to spend as much time at yours as possible. By showing interest in your visitor, you make the experience personal.
- Stand up to greet a standing visitor. If you think this is obvious, that’s good. Staying seated and talking up to your visitor will give the impression that you can’t be bothered with them.
- Display colorful equipment, supplies, put something in your glassware. Wine in safety coated volumetric flasks was a big hit at one booth. Everyone is a geek here, you can stand apart by appealing to the human artistic side.
- Have price lists, or explain that you’d rather send a quote. When you just leave it at “I don’t know the exact price”, you sound unprofessional. Explain that you would love to get contact information and will be happy to send detailed product information and a price quote.
- Staple your calling card to literature that your visitor is taking. The potential client can always remove it later. Everyone is handing out brochures and business cards. Make sure your lead knows which business card to look at when they return to the catalog later.
- Give out goodies. Try to set yourself apart and choose something other than a pen. Remember, this is a geek environment. A poster of the periodic table with your contact information applied to it will very likely be put up on the wall.
- Be sure to follow up on leads. If someone asked you for a price quote, that is called a highly qualified lead. That person is in buying mode, and you want to capitalize on it. The first few price quotes that arrive for that item will be noted by your client as being from responsive companies. Make sure your company is one of them.
When your trade exhibition is full of nerdy technical types, you might think your business can get away with being just as nerdy. Using these 7 tips will get you more qualified leads and increase your return on investment of attending the exhibition. Even nerdy geeks using lab glassware respond to basic marketing psychology, and the results will have the sales department asking advice from your technical representatives.
Samantha Rangen writes about home health issues. She has a BA in chemistry and has worked as a research technician for over 20 years in biochemistry, genetics, biochemistry, and cancer research. As an internet marketer, she has a different view of the lab.
She recently attended a trade show of analytical equipment and products a