Perspectives & Practices to Improve Lead Follow-Up & Sales ...€¦ · Perspectives & 10 Practices to Improve Lead Follow-Up & Sales Conversion Workbook In-Person Visits • Pros:

N A A 2013 Perspectives & 10 Practices to Improve Lead Follow-Up & Sales Conversion Workbook

C o m p e t i t i v e

E d g e a

Present

Perspectives & Practices to Improve Lead Follow-Up

& Sales Conversion Participant Learning Objectives

This briefing will...

1. Provide key insights and perspectives on lead management

2. Present strategies for improving lead routing, lead follow-up and building accountability to follow-up and report on lead progress and conversion.

3. Share different media for follow-up and discuss pros, cons and best practices.

Copyright 2013. N A A and Competitive Edge. A l l rights reserved. No portion of this workbook may be reproduced without permission of Competitive Edge.

For questions or permission call 800-700-6174 or 704-814-7355.


Where the Lead Follow-Up Problem Starts

Perspectives:

• Tradeshows are a " ".

• Failure to recognize...

> If you're not writing orders at show, the REAL product of a tradeshow is .

• Perceived quality of tradeshow leads.

Practices:

• No specific lead .

• Little thought given to and capture process.

• lead routing post-show.

• Lack of lead follow-up plans.

• Lack of a "closed-loop" lead management process.

Key #1 Re-Define What Is and What Isn't a Lead

What Isn't a Lead?

• Business card in a fishbowl or somebody's pocket

• Badge swipe

What Is a Lead?

1. Personal

2. Qualifying Questions Asked

3. Answers

4. Next Step and Agreed To By Visitor




Key #2 You May Never Have This Chance Again...

Capture More Information!

ACTION: Engage sales and identify the best information to elicit and capture to better qualify leads.

Typ cal information areas might include:

Email Address

Specific Project/Application/Need

Requirements or Specifications

Competitive Presence

Product Interest & Level of Interest

Buying Role and/or Influence

Evaluation and/or Decision Team

Budget

Timeframe

Specific Next Action Step

Other?

Key #3 Clarity of and Commitment to the Next Step

Are Critical Leverage Points...

1. "Ask and Ye Shall Receive!"

2. Identify next in order of priority.

3. Include next actions on capture device.

4. booth staff to ask for commitment to the next step. $



N A A 2013 Perspectives & 10 Practices to Improve Lead FoUow-Up & Sales Conversion Workbook

Key #4 Inspect What You Expect

1. Set specific team and individual lead goals.

2. Check and qualitative lead capture progress at end of shift or end of day.

3. Recognize performers.

4. non-performers.

5. Set at least firm post show reporting dates.

6. Consider contests at and post-show to drive performance.

Key #5 Not All Leads Are Created Equal

• Create an easy-to-apply lead grading matrix.

• Integrate grading criteria into device.

T i m e L e a d F r a m e f o r B u d g e t B u y i n q

G r a d e P u r c h a s e i de ntif ied R o l e A + 0 t o 3 M o n t h s Y e s F i n a l S a y / S p e c i f y

A 4 t o 6 M o n t h s Y e s F i n a l S a y / S p e c i f y

B + 7 to 9 M o n t h s Y e s F i n a l S a y / S p e c i f y

R e c o m m e n d

B 1 0 t o 1 2 M o n t h s Y e s R e c o m m e n d

C + M o r e t h a n 1 Y e a r Y e s R e c o m m e n d

C U n k n o w n N o N o R o l e



N A A 2013 Perspectives & 10 Practices to Improve Lead FoUow-Up & Sales Conversion Workbook

Key #6 Manage Leads Through Your CRM System

1. Add user-definable fields to match lead capture device.

2. Source leads to the show.

3. Add contact to existing records.

4. Schedule pre-set reporting dates as actions.

5. Pre-design email follow-up templates.

6. Pre-design follow-up letters.

7. Use automated processes to schedule follow-up by priority tracks

8. Set-up custom lead tracking reports tied to the show.

Key #7 Design Lead Follow-Up Plans in Advance

1. Sort leads by .

2. Determine media.

3. Determine messaging.

4. Determine timeframes.

5. Assign responsibility.

6. Use wherever possible.

Key #8 The Real Goal of Lead Follow-Up

Be There When the Buyer Is Ready to Buy...

...Not Just When You're Ready to Sell!




Key #9 Use the Educational Spectrum to Deliver the Right Messaging

• FACT: At any given time, only a small percentage of your market are R E A D Y buyers.

• TRUTH: Most companies' marketing is designed to only talk to ready buyers.

• Understanding and integrating the Educational Spectrum into your marketing will help you speak to buyers in all phases of the buying cycle.

T H E E D U C A T I O N A L S P E C T R U M

OFF SPECTRUM" A B C D E F G H I J K L U N 0 P Q R S I U V W X Y I

BENEFITS OF OWNERSHIP ? V E Si DO R 5 f : ; CT10N — l , 1 Y . t } , n r ^ ^ t •.an'f-ir.. ' ' 1 c "~ " ' *- " ' J v t f l / < ^ . . i ' r n ' J ^ f - ' J i f r c f f i

Credit: Rich Harshaw, Monopolize Your Marketplace, www.mymonline.com

Key #10 Follow-Up With a Combination of Marketing Media

Email ^

i A @ r

Telephone

Mail

Social Media

Web-site

In-Person Visits

Print & Web Advertising

W4 , You

f l IS




Key #10 Follow-Up With a Combination of Marketing Media

Email • Pros: Inexpensive, fast, easy-to-track • Cons: Intrusive, spam/firewall filters, too much • Best Practices:

> Immediate linkage to show. > Subject line is 90% of the effectiveness. > character subject line. > Avoid spam trigger words in subject line. > H T M L mastheads? Place subhead first visual in body copy. > 90-120 word body copy. > Only one hyperlink in body copy.

Telephone • Pros: Personal, one-to-one, 2 way communication • Cons: Hard to get people on phone, gatekeepers, can be intrusive • Best Practices:

> Do your . > Get right down to business. > State an irresistible value proposition. > Ask good questions. > 30 second voice mail. > Call early/call late. > Precede or follow-up with email.

Direct Mail • Options: Postcards, letters, brochures • Pros: Non-intrusive, volume is down, can be personalized, physical touch • Cons: Cost, requires careful thought and good execution • Best Practices:

> Immediate visible linkage to show. > Bigger is better. > Fed-Ex/priority mail. > RH/LH/garbage can design theme. ^ as much as possible. > Mailing panel is the front of postcard. > Lumpy. > Multiple mailers.




Good Mail Example

. C a | | o u t • Key problems

target ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ f c „

• Situation - t * . unkage to

Image

show

conveying message . Call to action

"", i with reward

Internet • Options: Website, landing page, banner ads, SEO, pay per click ads, keywords • Pros: Inexpensive, 24/7, non-intrusive, multi-media, can be interactive • Cons: Hard to personalize, must be monitored, competition can see • Best Practices:

> Clean, simple design. > Customer/benefit-focused copy. > Create . > Provide tangible information and value. > Promote through other media. > Video rules! > Try to capture visitor email addresses.

Social Media • Pros: Inexpensive, non-intrusive, positioned as up-to-date, traceable, auto updates, research,

gain intelligence, access to like people • Cons: Not a quick fix, what channels to use?, time intensive, learning curve • Best Practices:

> Learn what channels audience is paying attention to. > It's about conversation - not selling! > Look for customer groups and join. > Connect, Follow and Friend prospects > Start conversations/add to conversations. > Showcase . > Provide links to pdfs and videos. > Share other relevant content.




In-Person Visits • Pros: Personal, face-to-face, rapport, demonstrates effort • Cons: Harder to get, time consuming, potential loss of time • Best Practices:

> Confirmed are best. > Be brief, be interesting, be gone. > Bring something of value. > Deliver free show passes. > Agenda for meeting. > Conduct a quick needs assessment. > Follow-up with handwritten thank you note.

How to Build Staff Accountability for Lead Follow-Up and Reporting

Instill Culture of Reporting Accountability

• Get them to help build lead qualification process and capture device. • Set and monitor lead capture, follow-up and closure. • Communicate Cost Per Lead. • Inform or cc their manager. • Use to kick-off the program. • Reward performers. • Keep the entire group informed on how others are doing. • Communicate Cost Per Lead.

Three most important ideas I learned from this session were:

1. _

2. _

3.

V

NAA Commitment to Exhibitor Education & Success • Online Exhibitor Resource Center:

- 5 re-playable webcasts - 17 "how-to" exhibiting articles - Ask the Tradeshow Expert e-mail Q & A

• Bookmark, Share and Access at: http://www.naahq.org/Suppliers/Pages/SuccessROICenter.aspx




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Documents

Perspectives & Practices to Improve Lead Follow-Up & Sales ...€¦ · Perspectives & 10 Practices to Improve Lead Follow-Up & Sales Conversion Workbook In-Person Visits • Pros: