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 Leads & Lead Tracking - Effective Collection of Leads Increases Your ROI!

 Page 1 - Understanding Leads

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At SDS, we have taken the age-old lead retrieval process (scan a lead and retrieve their contact information) and expanded it to make it more valuable to the exhibitor, hence the term lead management. With our services, you do not just retrieve leads, you manage every aspect of the collection, organization and distribution of those leads, making your investment in the show more profitable.


Over the years, we have watched many exhibitors use our equipment, with varying techniques applied to make the process as successful as possible. Before discussing these tips which we have learned, a brief discussion of lead efficiency is worth undertaking, so that you fully understand the value of each interaction you have with the attendees at an event. Lead efficiency is a term used by SDS to describe the value of a lead to your organization. The first classification of lead efficiency, Associate, is actually not a lead at all, it is simply an associate in the same industry or even a competitor. Many times these people end up in lead lists, but they are not leads. The next classification, Observer, is an attendee that visited your booth but you had little or no interaction with them, in other words, your conversation was so short that you could not generate a note or action item to describe what transpired. These people may end up being leads, but often times they are just "tire-kickers", looking for product information, but not ready to make a purchase decision.


When an Observer stays in your booth for a reasonably long period of time (5-10 minutes is long by trade show standards), it indicates that the attendee is genuinely interested in your products and services, putting them squarely in the Lead classification. The highlights of your conversation with this Lead form the basis for your first follow-up conversation, whether it be a postcard, some product literature, a thank-you email or a phone call. Using notes and qualifiers, you should record these highlights, so that you may intelligently converse with this Lead in the future. If a Lead writes you a check or hands you a purchase order at the show, then you have located the most elusive type of lead - the Customer. At many shows, physical business is not transacted, so often this classification is not made until a later date, when you close the deal with your lead.


Be conscious of the types of attendees in your booth and spend time with your Leads and Customers. Do not allow Associates and Observers to steal time from these very important people - they are the reason you are here!


V:2.2 | Wednesday, September 30, 2020

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