Lead Efficiency at Trade ShowsBy Madelyn Cancel, DIGENE Corporation, CME Candidate

f worked for one of the largest Pri-I vately hcld software companics inI the world for several years. Theyprovided high quality software solu-tions that met the nceds of decision-makers in business, government, andacademia. I managed and planned over80 trade shows and special events ayear, but never had a lead efficiencyin place to follow-up qualified leadsreceived from trade shows.

Trade shows are a fundamental partof the nrarketing mix in most indus-tries, and lead efficiency at tradeshows, I believe is very crucial toachieve success. I would research ashow that would best fit our organiza-tion, organize the cvent, and investthousands of dollars on booth space,booth, graphics, sponsorship, and on-site workshops or hospitality events.One problem...I alwavs came back tothe office with no "real" qualifiedleads and no system in place to track it.Does this sound familiarl,

After discussing the value of tradeshows. the importance of qualifiedleaos. anct ciosure arrer every rracieshow. we developed and implemented asystem that worked for our rnarketingdepartment. First we developed a leadsheet with qualified questions as itpertained to our needs based on ourproduct. Having your booth staff actu-atty frti out a ieaci sheer wrth rhe impor-tant factors needed for lead follow-upis a crucial step in starting a processthat wiii uitrmateiy heip 1'::; .;-.--^-'real" data for -vour post-show reports.

After each trade show. the informa-::cn obtained on the lead sheet wasentered into a database utilized by salesto generate reports and helped with thetracking of all leads. Once the salesperson closes a sale from one of theleads received at a trade show, this saleis tracked for reporting purposes. Wewere able to track all leads from eachtrade show verify sales that came froma trade show and be able to identifywhich trade show it was derived from.We had "real" data from trade showsand we tracked each lead for each

show. This tracking allows trade showmanagers to identify the value for each

show. as well as give the sales man-agers visibility of what leads are fol-Iowed up on and wltich ones are not.

Lead efficiency starts with obtaining"real" data from the shorvs, importingthat data into a sales database, andexecuting reports for tracking and clo-

sure purposes. Many leads are notfollowed up and many sales are lost as

a result. It's up to the trade showmanager to find a way that will shorvupper management the value in tradeshows by supplying qualified leads

after each show and proving thatthose leads can be turned into sales.

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STARWOOO PREFERRED GUEST

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A PUBLICATION OF MEET{NG PROFESSIONALS INTERNAIIONAL POTOMAC CHAPTER

(LEADERSHIP, from page 15)

seminar for a large staff. This lvasoverwhelming for a young Captainknowing that the General would beattending. However. as a result of thissuccessful experience (that I neverwould have volunteered to do), Ichanged my career path to teaching'

What challenges or opportunitiesare you considering? Examples couldbe certification. association officelstart-up business, committee member,

author. mentor, etc. You can take thisstep of accepting challenges or oppor-tunities to the next level by beingproactive and positioning yourself.

3. Pasitian Yourself for Tomorrow

Coach Krezyzweski (Coach K), bas-ketball coach of the Duke Blue Devils,says, "Whatever a lcader does nowsets up for what he does later and thereis ahvays a later. "' As an example, acolleague of mine wantcd to write abook. So, she began positioning her-

self by writing articles. When she got abreak and pitched a book contract, thefact that she had published articleshelped her get the contract.

What can you do now to set your-self up for something later? Sevcralyears ago, I spoke to a 100-year olcl

woman who was going to have a knee

replacement. I asked why she wouldhave this surgery at her age. She said,"l'm having trouble getting on and offof my motorcycle. " She rvas posi-tioning herself for tomorrowl If she

can do this at age 100, we can all learnfrorn her rvisdom and exarnple.

As you increase your knorvledgebase, accept opportunities and chal-lenges, and position yourself, you willbe delighted that you are moving fromrvhere you are to rvhere you want tobe. Follorv these steps to get startedand to keep the momentum going.Enjoy thejourney.

1. Krezyzewski, M eA00. Leadingwith the Heart: Coach K's

Successful Strategies for Basketball,Business, and Life. New Yor,k:

Warner Books.

Kathleen D. Pagana, PhD special-izes in Momentum LeadershiP tech-niques for individuals and companiesthat want to reposition themselves tomaximize their leadership potential.She draws on her leadershiP of morethan 25 years in healthcare, collegeteaching, administration, clinical prac-tice, professional wrtdng and speaking,and business management. She isPresident of Pagana Seminars &Presentations and an EmeritusProfessor. She is the author of Bread,Butter, & Beyond: Dining Etiquette,the fun book that can help everyone be

more confident at business meals, jobinterviews, and other social functions.Her most requested kelmotes addressMomentum Leadership, BustnessEtiquette, and Time Management. Formore information, please visit,www. k at hleenpagana, com.

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PMPI POTOMAC MEMO i OCTOBER 2006 VOL.28, NO.4

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