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all right Heather take it away sure good afternoon everyone my name is Heather tet senior manager of exhibits and sponsorship with the national Apartment Association I want to thank everyone for joining us today so the national Apartment Association and the national suppliers Council have recognized the importance of providing valuable tools and different education programs to all the suppliers and exhibitors for our shows and the industry in general NAA has partnered for the second year with Trade Show expert Jefferson Davis who works with Competitive Edge Jefferson has helped prepare us for the upcoming 2012 NAA education conference and Exposition in Boston and has provided us with tools on marketing and other resources we created the online exhibitor Resource Center which is posted on the industry supplier Center the center is a great exhibitor education resource page where you can view webinars best practices how-to articles and additional exhibition industry resources I highly encourage everyone to access the site and please bookmark and share with others today's webinar is being recorded and will be uploaded on the resource center site so from there just Jefferson if you wanted to continue all right thank you Heather and again thanks to everyone for logging in and especially want to thank NAA Heather and the team for um really caring enough about us as exhibitors to make an investment in this kind of a program you know when it comes to trade shows um there's a lot of uh kind of you know we see others do and this is how we do it and we and we think that that's the right way to do it but I think if you're dialing into the webinars and you're using all of the content you're seeing that there's a whole lot more to exhibiting than just Renning space showing up and hoping so my name is Jefferson Davis thrilled to be back here here with you 25 years in the trenches of trade shows I'm a trade show junkie I'm on a 12st step I'm about 10 steps into it this kid and I actually love shows of like you know like all of you I've been involved in the execution of about 200 and it's all about results for me so um hopefully it's that for you any of you want to talk shows feel free to uh call my 800 number uh uh email or web so let's start off let's jump into this content here uh the subject matter of today's web briefing is state-of-the-art lead management so I'm going to start with a little slide here that you might find a little humorous but I think we'll kind of hit the mark question what's the difference between most trade show leads and a fortune cookie answer the fortune cookie might come true okay so the question is how do the people that your company sends the leads you capture from the show how do they view those leads okay um in many cases there's a disconnect over here and I'll show you some of the statistics in a moment here so starting off in your eworkbook on page uh two at the top you'll see a box and this is a place for you to kind of get your mind engaged in the topic today first question to you is in your trade show program how important are leads are they critical are they important somewhat not really important second do you set specific lead goals for the show or do you have kind of a catches catch can approach to lead capture third what is the physical tool how do you actually capture a lead in the booth are you using a paper system are you collecting business cards are you renting the show system are you running and customizing it or maybe you're even using a universal lead capture system number four do you know what becomes of all of your leads at some point in time down the road can you look back and say hey we captured 100 leads and here's what became of those 100 leads these are some of the questions that we're going to work around today uh when it comes to leads and I want you to kind of jot your answers down to these questions quickly in the exercise box in your workbook okay so let's get into some insights here on this whole lead management issue you see here's the truth okay if you're not writing orders closing deals at the show and you ever hope to get a return on investment then you've got to acknowledge that the real product of the show for your company the thing you walk out of the exhibit hall with is leads okay so if you're ever going to get an Roi and you're not writing business at the real product is leads we got to make sure everybody on our team knows that and understands that and realizes how important that message is now that being said look at some of these statistics on leads they blow me away exhibit surveys every year takes 50 bellweather shows these are large anchor shows in all the major industries eight weeks after the show they survey 1,500 attendees at the show one of the questions they ask these attendees is of the booths you visited and re requested information Andor followup what percentage of those exhibitors actually followed up with you the North American national average 133% the attendees the buyers are telling you and me and all of us that 87% of the booths they visit and request information or contact or never following up with them now let's go back to our first Insight hey the real product that shows those leads if you're ever going to get an Roi 87% of the leads are never followed up on Houston we have a problem we have a massive problem here and it's complicated by the third Insight 76% of salespeople who receive show leads view them as cold calls now I want you to think about that one for a minute a apartment industry buyer has walked into your booth they've engaged your staff they've requested information or followup it's a cold call something is really a miss here three out of four salespeople view show leads as cold calls I think you'll see as we work through this content this afternoon why this is happening okay the number four this fourth Insight is mind altering 43% of buyers that go to shows who are looking to influence buying decisions finally receive information from exhibitors after they've made the buying decision 87 are not followed up three out of four reps view leads is code calls 43% of buyers are saying they finally get something after they've already made the buying decision I really want to thank you and congratulate all of you for coming on to this web briefing today because I'm telling you uh this topic here is probably one of the most critical topics that's going to determine whether you make an expensive appearance where you leave the money on the show floor or whether you make a productive profitable investment and the problem starts it really starts with perspectives that we're not aware that this is going on but it really starts with the capture process it it it what we're capturing why we're capturing and how we're capturing and we're going to work through this today we're gonna walk through some best practices you'll be able to get off of this webcast literally and improve your lead management process and the sixth Insight the reality is uh I've now done now over 500 Show sponsored webinars I speak live 40 times a year in front of groups anywhere from 50 to three or 400 people I've trained and consulted with hundreds of companies and I'm just going to tell you point blank few companies know what becomes of their leads for many companies when the doors close the show is over they they they send the leads out to the field and they go into what I call the black hole we never hear about them again okay and this is the fundamental reason why if we're not getting return on investment you know exactly why now okay so why is this happening you know you got to step back and go those are some mind-numbing stats there what's going on here well first it comes back to the perceived quality of show leads you know the people getting the leads we're back to the fortune cookie okay I'll give you an example I was Consulting with a large client exhibiting at a show and when they met me the question I I I always ask is why do you exhibit okay and one of their top reasons they told me was to capture leads and I asked them I said how many leads did you capture at your last show they said we got close to 5,000 leads I was like 5,000 leads we ran a formula that we call and by the way you're going to run it today called exhibit interaction capacity okay we found that their capacity for face-to-face interaction in their Booth was about 1,800 1,800 interactions face Toof face one toone interactions in their exhibit so you got to beg the question right so if you have a capacity for 1,00 interactions how how'd you get 5,000 leads well their answer is going to put it all in perspective for you he said we have a large exhibit we are in a 30 by 60 exhibit a lot of money being spent on all four corners of the booth we have a station where the attendee can swipe their card to be entered into a contest I had to tell him I said sir um here's the problem okay you didn't get leads you got contestants let that one sing for a minute you send 5,000 contestants out to your Salesforce for followup and make them dig for the needle and the hay stack and you wonder why they're not following up on your leads we're going to get into a lot of this stuff but I just want you to let that one sink because this is the kind of thing thinking that's going on okay that is limiting the quality of leads limiting the follow-up efforts by our staff and limiting the ultimate return on investment or even preventing us from getting that okay so the first thing is the perceived quality of leads and and we're going to bridge that Gap second there's a disconnect between the marketing and the sales department say marketing typically selects books and execute the shows and sales is asked or sometime forced to staff the show often against their will you know they see it as a pulling them out of the field teleporting them to Boston putting them on a cold hard floor for three days talk to a bunch of luck L Tire kickers time wasters and if that person's not in their territory they're going to do as little as possible if anything to engage qualify present and get a commitment uh and so we've got to understand that marketing and sales are not separate in fact they're part of the exact same food chain the customer acquisition process is this attention interest desire action write that in your workbook a i d a attention interest desire action the job of marketing is to identify who you want to reach and grab their attention through your marketing through the pre-marketing through your exhibit and then it's to build interest in the products or services you offer the job of sales is to take that attention and interest and build it into desire to improve avoid gain or change something and convert that desire to action you can see we are part of the same food chain here and we should not be operating in sios attention interest marketing desire action sales that's the way we got to view this Okay the third reason why this has happened is the lack of professional uh exhibiting skills training my research is finding that 86% of the human beings standing on the show floor representing their companies have never received a single hour of skills training in how to do that this is causing them to make behavioral mistakes and communication errors that limit Booth traffic that limit the quantity and the quality of leads and that sometimes even create negative perception in the marketplace about our company or products your people are going to make or break you at a show okay um fourth reason the lack of clarity on what a lead really is you know someone walks into the booth and fors the card on your staff and says can I get some information and your staff says sure than let me swipe your car they go I got a lead I got a lead I got a lead no they didn't get a lead what they got was a swipe okay world of difference between a swipe and a lead so we're going to get clear on what a lead really is and I want you to make sure that everybody in your company knows this definition and and and looks at it the same way number five the lack of a closed loop lead management system we capture the leads we turn them over and they're gone we have no idea what became of them so we're going to talk about all these things today we're going to bridge all of these with some very fast hard-hitting strategies and again at any point in today's webcast when a question flashes into your mind okay I want you to type okay get your fingers on the keyboard type that question in and know this there is no dumb question in today's webcast well actually there is one it's the one that you need to ask it's the one that you want to ask but it's the one that you don't ask okay so fire away with questions uh I find that we all get more out of these events when we get a good series of robust questions from you all right so let's Jump Right In now let's get into practices okay uh we got to change the way we see a lead we got to change the way we Define a lead okay to me a lead has four very specific elements to it number one there has been personal interaction somebody from your company has engaged the visitor second questions key qualifying questions have been asked third the answers have been captured documented recorded and fourth The Next Step has been identified and agreed to by the visitor okay that's your clear functional definition of what you want in a lead what isn't a lead okay is a contestant as we mentioned before what isn't a lead is is just swiping somebody's card with no interaction and no questions and no clear answers and no Next Step identified and what also is in elad is a business card that ends up in somebody's pocket it's another problem going on you got people in your booth that are that the business card ends up in the pocket the pants end up in the washer the business card disintegrates you didn't even know that the lead was captured how can you follow through how can you measure if you didn't know it was captured okay I tell you what you give me 50 of the first definition of leads what is I'll convert 15 to 25 of those consistently to business you give me 5,000 contestants or swipes I'll be lucky to convert five so how do you want to do this you want to play this the hard way you want to play it the easy way please do not get caught up in the activity trap or the quantity trap and I know some of you listening to me are saying hey Jefferson but you don't understand my boss wants us to get as many as possible okay uh then your boss needs to view this webcast I'm I'm just going to call it straight out as as we're going to pull no punches here here today have him or her log on and view the replay of this because I think he or she will agree it's not about sending 5,000 swipes out to the to to your reps it's about getting 50 or 100 or 200 high quality leads when I think of quality lead write these two phrases down information rich I captured more than just what was embedded in the badge and next step committed to by the visitor information Rich Next Step committed that's what we're looking for all right so let's talk about the the cost of poor lead management and the flip side is also the cost of good lead management or the opportunity of first of all there's a simple metric that every single exhibitor can be running very few do we call it cost per lead you take your total show spend you divide it by the number of leads you captured and you have your cost per lead okay in this example $75,000 investment captured 150 leads $500 cost per lead now here's a good question okay is that high is that low is that reasonable well it depends on what you're comparing it to the average cost of a trade show lead in North America in 2011 is360 5 write that down $365 average cost per lead so your first Benchmark would be to compare your cost per lead to the average B2B cost per lead your second comparison would be to compare your cost per lead to your average unit of sale okay example if my average sale amount was $1,000 and I had a $500 cost per lead 50% of my Revenue will be div voured by my lead acquisition cost do you think I have a problem I do and you know what it is all the margin has been eaten by my acquisition cost on the contrary if I had a $500 cost per lead and a $25,000 cost per sale I would be looking pretty good so you compare your cost per lead to the average you compare your cost per lead to the average unit of sale you compare your cost per lead lead to other shows that you do what if in one show your cost per lead is $220 and another show your cost per lead is $1,400 do you think you should be looking under the hood to figure out what's going on there I would say absolutely so cost per lead simple metric to run every exhibitor should run it amazingly very few do over the years I have pressed exhibitors on Planes Trains and Automobiles about do you do shows we do why leads what what is your average cost per lead I've yet to find a single exhibitor out in the universe that is tracking their cost per lead that's called mistake colossal okay second the Lost revenue or you could flip this the other way and say the potential Revenue opportunity whatever your average sale amount is and I know you have a high low but pick your average and my example I'm saying is 25,000 and a conservative percentage of your leads to convert the business in my example 150 leads I convert one out of four to sales that would be 38 conversions 38 time 25,000 is $950,000 if we do nothing with our leads I forfeit and lose that if we follow through I have the opportunity to gain that start calculating this make sure your team knows it okay and third you got to ask yourself a very very serious question here what a person walks into your booth they're interested in your product Services they engage your staff they ask for information and followup nobody follows up here's the question how does that impact your company's brand Perceptions in the marketplace the answer not very good okay so there are very significant and hard dollar costs there are opportunity costs and there are damage to your brand identity by not managing this lead lead process okay so to do this what we've got to do is we've got to take a holistic approach and attack this from a closed loop lead management perspective okay so you'll see on the screen here there's a uh this circle blue red and green in step one of the process it's about capture and I and and the reason I have this in blue is because this is the cold part of the process we're not doing a good enough job in in designing our capture tool in training our staff in determining what data we've got to improve the capture process we're looking for a highquality information-rich committed next action steps then we've got to move these leads we have to move them fast to the right people for fast followup so the routing is the hot phase of this okay jot this down value of a trade show lead diminishes by 15% per week unless the visitor requested a longer time frame I'm telling you that if you are not doing anything with the these leads for five six seven weeks after the show you've lost 90% or more of the value and honestly you've probably angered some people okay I've done about 36 panel uh discussions where actually set trade show attendees by industry on a panel literally in a room full of exhibitors and the biggest complaint I hear is that you know the buyers say we go in these booths we talk to the exhibitors about our problems we ask them to follow and they're not following up I'm telling you nothing good is going to come from that so you got to get those leads out fast the third phase is follow up you got to make sure that there is a predetermined follow-up plan in place to convert all those commitments that were made in the booth to action and then finally you got to provide the people who receive leads from your company you've got to provide an easy way for them to report progress how the lead is progressing through the sales cycle and The Ultimate Sales conversion those are the four phases of the Clos Loop lead management and I would ask you to go ahead and rate yourself on a one to five right now on all four phases how well is your capture system performing how fast are you routing the leads to the right people how effectively are they being followed up and how effective what sort of compliance do you have on reporting progress and sales conversion any area on a 1 to five that scores below a four is a warning sign a red flag and it also tells you exactly how to fix the lead management problem okay so let's talk about lead goals here I'm I'm an absolute believer you should never ever walk into any trade show without a clear lead goal that is reality-based communicated to the entire staff and given ownership to and having a checkdown system at the show Daily and and at the end of the show so let me show you how to set League goals it's pretty simple okay there's a formula we call exhibit interaction capacity I want you to run this right now for the upcoming show for your company do not use my numbers use your numbers this will calculate your capacity for face-to-face interaction and here's what it looks like okay uh Thea show has eight exhibiting hours that's called your playing field the variable how many people are going to be in your booth consistently in my example I have four Staffing rule of thumb 50 square feet per staffer you got a 10x10 booth and you think you're going to have four Booth staffers in that Booth I'm going to tell you you are making a called colossal error you know why you're not going to have room for who the visitors the attendees in a 10x10 Booth two maybe long maybe three okay so here we go eight hours times four staffers I have 32 staff hours that is my playing field that is my capacity to to get face to face with people next variable a conservative number of interactions per hour per Stafford now the average interaction in a booth is 3 to seven minutes okay from when the visitor enters and exits 3 to seven minutes is the average some higher some lower I could make a case for eight to 20 interactions per hour per Stafford I will never ever make that case I'm telling you to start in the three to five interactions per hour per staffer I'm going to pick four 32 staff hours times four giv me the capacity for 128 interactions in my booth not all interactions are going to convert the leads nor should they some percentage will what percentage I'm telling you to start at 25% and work your way up as you get better and better at this game so in this example I have got a qualified lead goal of 32 qualified leads by closing time and you know what's cool about this now watch how you communicate this to the staff 32 leads divided by four staffers is eight leads per staffer when I divide that by the number of hours in the show look at this number one qualified lead per hour per staffer that is the minimum performance standard in our booth and I will have a checkdown at the end of each shift or the end of each day each staffer will come to the lead captain and check in on how many they captured okay and there you go now if you don't like the numbers here you can change the variables you can't change the show hours they're fixed you can change the number of Staff within reason you can change the number of interactions per hour with good pre-marketing and exhibit staff training you can also influence the number that per that that or the percentage that convert to a lead by again having better pre-marketing to drive the right people to the booth okay so if you don't like the number okay play with the variables that's the formula we use to set lead goals the next practice here you've got to go for more information not less okay the question I want you to ask your sales team if you really want to improve your lead management go to sales and say hey what information if we could capture at the point of contact W would would help us better qualify and help sales better understand the value of the lead here we go email address if may or may not be embedded in the badge ask for it do they have a specific application project need are there any require or specs that you need to know about you have multiple products what are they interested in how high is their interest what's their influence or buying role who makes up the evaluation or decision team who else are they looking at who did they visit uh money budget time frame next action step you're going to want to look at what information that is embedded in the badge and what information you need to capture to truly qualify a lead next you're going to look at your lead capture device device there are five generations of lead capture devices the fifth generation is exploding right now uh the first generation is you you you take business cards second generation is you staple them or and or use a paper lead form the third generation is you rent the show lead capture system generation 3A would be rent and customize the fourth generation is where you invest in a universal capture and the fifth generation now a smartphone technology and iPads are changing the so let's do a quick poll here everybody fastest fingers let me uh open a poll I want to know for those of you on this webcast with me today h what method do you use to capture leads okay the poll should be on your screen at this point click the radio dial button that applies to you fastest fingers okay I'm looking for at least 85 to 90% participation on this we're at 65 now keep going those of you that are looking at email or messing with paper stop that tune in press the button here okay keep going we're at H 78% 78% a couple more votes come on let's get these numbers in go go go okay 77 eight thank you we're over 80 a couple more those of you who hav it click click click click okay and I am going to close and share the results for the sake of time right now here we go all right 12% of you rent and customize the lead retrieval units you hear me clapping over here and I'm gonna talk about that in a minute 36% of you rent the lead retrievable unit but do no customization good but consider customization 4% of you use a paper lead form and 48% of you take business cards here's the problem with business cards okay number one they end up in Pockets you don't even know you got them number two how much information can you capture on a business card not much number next problem does does the business card guide your staff through what questions they need to be asking and in the proper sequence no here's the other problem let's say that I am a uh Power buyer for a national apartment um company we have Apartments all over the country country I walk into your booth at the show I like your you I like your products I hand you my card to swipe or scan you can't scan it I paused for a very purpose there you got to ask yourself what impression you're making with that power buyer you know their thought is going to be H seems like most other people in this show can can SC can scan or swipe my card wonder why you can't you know they're not going to ask you that question but I tell you what it's way too early in the relationship to have that kind of a hiccup or that t type of a speed bump okay there are so many benefits of using electronic lead capture and probably one of the most important ones is to look up the date and look credible and look viable okay uh I'm going to suggest all of you that are in the collect business card paper lead for base minimally move to having and running the electronic system ideally moving to customizing and this has nothing to do with the show and it has nothing to do with putting money in their pocket it has everything to do with you getting better quality leads capturing more information more efficiently moving the data and more importantly making the right impression with these buyers okay so what I'm going to do now is um I I want to bring on jod from J Spargo and associates they are the official lead retrieval company uh and hey we're not here to sell you any of this stuff but we do want you to know what's available so uh Jody's going to take you through kind of a quick view of the various lead retrieval options that are available Jody take it away and just say next when you need me to push the slide thanks Jefferson okay so uh we're offering all the equipment at this show um Miss Jefferson pointed out you can use your um your phone with the iads app um and we have three uh devices that you can rent the directly touches our premium device it um it has the ability to take notes without writing them on paper so that they will be in your electronic file at the end uh it can also uh qualify your leads with 20 built-in qualifiers that are uh easily customizable all of our devices are customizable with your qualifiers or you're welcome to use the free ones that are included next so so um uh Jody the uh direct lead touch one thing I noticed here is that this does run off a battery so that it so that if an exhibitor didn't have uh electricity in their booth that would not prevent them from having a lead capture unit correct absolutely this is perfect for the smaller booth that hasn't uh Ed Electric okay uh in the booth okay and then I would also um imagine the portability of that the ability to use that around right both of the uh handheld devices and the ey Zapp are totally portable and allow you to move about the booth or if your booth gets crowded you can move out into the aisle and pull someone aside and and qualify them um outside of your booth especially like you're talking about a crowded Booth Okay cool so tell us about the mobile uh the mobile that actually all the devices collect the exact same data it's just how you collect it and what you can do with it once you've swiped their card now with the um touch the previous screen you were able to enter notes with the directly mobile you can't enter notes but it's great for for swiping cards and qualifying the leads um especially if you have a a busy booth and and you want to you know move on to the next lead um next okay I leads so the I leads um is great because you can use your device um just by downloading a free app now you will have to to rent the license subscription to use it um but it's also qualifiable uh the the only um downside to this one is you will have to tap a number off of the card instead of swiping the card um minoring convenience and uh you can also use on an iPad which is um is great because you have a lot larger screen and easier to type the number okay the the direct lead terminal there um obviously are salespeople out there that do like a paper lead um sometimes you know you're sharing a machine in a booth with several people and each salesperson wants their own own lead uh they can swipe the card tear off the lead uh take a note um keep that lead for themsel and their sales manager also has a file of every swipe uh it is also customizable and you can um you can qualify with the compliment qualifiers or the custom ones okay um and then we've got the lead the order form here and the URL as far as where to where to get the um uh lead retrieval units uh is there any as far as uh order dates or early birds or deadlines what do we need to pay attention to over there Jody right so you get a discount if you order before May 30th so highly advise doing that uh if you have any questions the there is a URL on there and and you can certainly ask um at directly.com and we'll answer any questions okay so speaking of questions let's go ahead and kind of open the uh queue up and see what we've got here um let me see Jody if we've got questions uh what's the usage not necessarily the adoption or the usage rate for the I leads um and uh this uh um person is saying I tried that at the last show I went to and we used it for one lead but none of the attendees even acted interested in using it so they're asking about adoption rate of the ey leads so um you really don't want the uh attendees uh to use the ey leads your your booth Personnel will be using the ey leads and you'll need to ask for their card and type in their their registration ID um so it's not really interactive with the attendee okay that's a good distinction there yeah sometimes people will set up like an Interactive kiosk and want the attendee to kind of go put their own data but I agree with you Jody I think you know you've got to engage the visitor and you've got to lead them through the natural questioning process um got a question here on cost uh for the IAD app do you have to pay per person that uses the app or does a 325 cover all the users uh that is per user or per device per device okay okay and the cost we got a followup and I think it was answered in the previous what was the cost for the ey leads the early I leads app is 325 325 okay uh let's see we got a lot of questions coming in here um sure I would like to have the details benefits for each lead retrieval option as pricing so I can discuss with my corporate office can I get uh can I get this information on the directly.com website uh you can you may be better off just calling and get a live person and then we can discuss um um all the high points uh obviously the the direct lead um touch is the most robust device we have it it will do everything you need it to do okay um and then I've got well this is a sub question you answered the previous one about how many apps can we download for the uh 325 and so it's it's one one license per uh person using right the app is free um and then the license is per device okay so the license use it and then they're asking me which lead retrieval system do I like best um to me it's all a function of uh what you're trying to do I custom qualifiers to me are important the ability to add free form notes is important to me portability the ability to move around and capture leads wherever I might you know what I might capture a lead out in the aisle I might capture it out in the uh you know in front of a meeting room I might capture a lead in the bar I might capture a lead in the elevator so portability customization flexibility so I can't say that I would prefer that I would say it' be this one or that but those are the things that I those are the things that I would be looking for okay um uh here's a question uh Jody how much does this process deter from personal interaction why would a possible lead see a difference between me taking this card and either holding it or inputting it digitally um so obviously you're salespeople are trained in the booth and they're going to want to um interact with the the attendee that they're talking to and with a handheld you can just swipe the card and they'll probably be looking at you and not really paying attention to you swiping the card uh and and realizing that you're you know actually getting their information other than that they handed you the card yeah and you know I would add to that too you you want to have Hands-On training using these Dev devices before they hit the show floor I would literally be trying to pick up my lead capture device uh the day prior if I could and I'd be bringing them to a staff training session where I allowed my booth staff to not only get fluid physically using the device but also get fluid in the the the sequencing or flow of questions and practicing asking the questions and interacting with a device because you know there's no harm or foul to use the device while you're talking to a person but I tell you if they don't use it before they hit the booth I'm talking about your booth staff the odds are they're going to Panic or freak out when they have to use it in with or in front of somebody so make sure that you absolutely give them Hands-On training and role playing using the device before they hit the floor uh we got one more question then I got to jump in knock the rest of the content out and we'll Circle back pick up more questions uh do the lead goals include appointments set before the show uh I would say yes because you know it still counts as an interaction whether you preset the appointment or whether they walk into the booth you know from a promotion or at random you are still executing the interaction at the show and the ultimate next step is coming from an N show interaction so uh the answer to that question would be yes lead goals do include uh outcomes from preset appointments okay uh Jody thank you so much for your help on that um I'm going to jump back in and uh share a few more best practices then we'll come back and we'll take uh any remaining questions but uh thanks for the questions everybody too nice job uh good stuff all right so let's move to the next piece here okay so we've talked about getting clear on what is and what isn't a lead we've talked about uh setting specific lead goals and communicating we've talked about the importance of determining what data you need to capture uh you know and then we've talked about the different devices and why it's so important to be up to dat in your capture device Jody gave you a fabulous overview of the many different options available let's talk about your grading system now not All Leads are created equal okay so what we need to do is come up with a quick and easy grading so an A or a b or c there's a reason why it's an A or a b or a c on the screen you'll see we're using the a plus a and we're using time frame for purchase budget and buying roll to set a value on the lead you know because a lot of people you know just because a guy was excited in the booth they go he's an a why was he excited well because he was excited you know no that's not going to be good enough okay I want to and and and what you'll do is you'll tie these questions into your lead capture device and position MERS must ask questions so you can Define it ABC that way when a rep after the show gets an a lead he knows that this person has a budget he's dealing with a final say or a specif fire and the time frame is the four to six month range knows that coming into it okay next as I mentioned earlier you got to train your staff on the whole lead management what is and what isn't what the goals are what their roles are what information why you're developing the system how they win by using it you got to go through all that you build accountability by setting an and and and re enforcing lead goals okay you got to do the Hands-On role playing not just on the hard device but the soft tool which is the questions the flow the phrasing of the questions the timing of the questions okay um and I'm a big believer if you do not have a real solid goal setting lead capture routing reporting uh follow-up system in play kick it off with contests start with an at Show contest the rep or the team that captures the most quality leads wins X and then you can build contexts as and I'm going to talk about postow contests in a moment you got to have a lead Captain see the guy in the corner there there there needs to be a guy that's wearing the hat and he got the stogy and this is a guy you do not want to go up to at the end of the day and say your lead goal was eight and you only got two okay uh the captain is going to take you for a long walk on a short pier I'm being somewhat fous when I say that but uh the reality is this person wears a hat they set Andor communicate the lead goal they ensure that the devices are available and functioning they monitor the lead goal either on an end of shift end of day end of show they acknowledge those that are performing they correct the non-performers they ensure that the data is moving from the capture device into the CRM system and is being routed and they may even be the the point of contact for post show reporting you got to have a lead Captain okay next only route qualified leads we're all the way back to the beginning of this you know garbage in garbage out so sending junk leads to the reason field is a primary reason why we're not seeing the followup some companies will use a post show requalification process before they send leaves this may or may not be right for you the better you design your capture system the better you train your staff the less you'll have to do this the postow re-qualification means before the leads are sent either through email or telemarketing someone is contacting them and verifying the data filling in any information holes and then sending the leads move your leads fast speed kills 15% per week uh the lead loses value make sure that you send whoever's receiving the leads they get all the relevant data that was captured in the lead okay um and as far as moving them if you have a CR CRM system like salesforce.com or if you're using a computer Compu based application like gold mine or act uh you know you know you could put it in there and then you could put the data in there and you could schedule the follow-up dates in there and you can schedule the reporting dates in there and for some of you small company maybe only two three four people uh you might even be able to just use a spreadsheet that gets sent out and then you ask for the preset reporting dates okay next build a culture of reporting accountability okay communicate the cost per lead okay if you paid 5 $100 a lead and you hand Michael 10 leads make sure Michael knows you're handing him $5,000 of cold hard company cash expect that he will treat it as such inform or CC that person's manager their direct report you know let them know that someone else is going to be watching this too using contest to kick it off I usually will set three preset reporting dates after a show like 30 30 days 90 days 180 days 45 days 90 whatever you see what I mean three days and I'll typically tie contests to each of those date dates the rep who has the highest number of confirmed in-person appointments within 45 days wins X the rep who has the highest number of appointments within 90 days wins y the rep who has the highest number of sales or conversions within 180 days wins Z and I will Ascend those contests make them each level will be stronger big believer in end of shift end of day lead review meeting you know the show closes at 5 my team's not running for the door at 455 we're circling the wagons till 5:15 we're going to review the lead goal how many each person captured it's going to be captured written onto a scorecard each person is going to review their leads looking for what information they did hint hint what information they didn't capture so they can do better tomorrow okay your your close of show report as the exhibits manager should have the actual lead goal the number captured it should have the cost per lead it should break them down by priority code and number by each category it should also estimate the potential value of the leads uh and this is a a tool that you should be sending both to marketing and sales management final practice before we begin to wind this down prepare your follow-up Plan before you get to Boston this one is so important here's the problem we're so caught in the logistics trap get the space get the booth get the products get the people get it there in up down and out and then we get to the show and we capture these leads and we come back and we've been out of the office for three four five seven days and someday we're going to get round of following up on these leads I'm telling you if you will break them down By Priority a BC you will determine what media you're going to use mail email phone in inperson visit you will determine in a broad brush stroke what the key messaging will be okay you set time frames for these follow-ups you assign the responsibility and you automate as much of that as you can through your CRM system uh you've got to have your plan set before you get to the show okay so we have covered a lot of ground in a very short period here I'm going to open the question cue up again for uh any additional questions um if you have gotten everything you need from this webcast feel free to jump remember if you want to win a free lead retrieval unit which by the way is about a $300 value make sure you complete the survey that will come to you in about five to 10 minutes uh so I'm going to open it up for questions and we'll get ready to wind this down Jody uh are you still with me okay Jody's not here uh I I've got a question about the number of uh lead retrieval units we should have in the booth minimally um one for every four Booth staffers so if you have four staffers in your booth you're going to want to have at least one electronic capture device if portability is important to you meaning you want to capture leads around the venue and in different places then you would certainly want all of your key salespeople to have a lead capture device okay so that is the only question I've got at this point uh Heather I will toss it back to you well looks like one more jumped in while we're at it soon as I say that oh uh the question is will we share this presentation afterwards uh yes it will be um um um recorded and uploaded to the exhibitor uh Resource Center Heather uh take us away here sure um thanks Jefferson and thank you to everyone for joining us um and Jefferson thank you for your time this has been great and I think a lot of people are going to leave with some very useful information um like Jefferson said the webinar is going to be posted on the exhibitor resource center um and I do encourage everyone to visit the site um for other webinars that had taken place to kind of review those and there's um a few other articles and things like that um we do have the supplier wire that is going out here in the next few minutes so I encourage everyone to take a look at that um there's some information in um there about the exhibitor resource center so thanks again forever for everyone participating all right Heather thank you everyone log in make sure you are tuning in to the exhibitor uh resource center and uh have a fabulous show in Boston remember you can ask questions at any time through the asket trade show expert email and uh we will see you in Boston Heather thanks to you and everyone at NAA and this concludes today's webcast thanks for logging in