Capturing, tracking, and nurturing leads at a trade show is more than just a stack of business cards or quick conversations. This is where lead retrieval comes in. Lead retrieval systems can help you engage with attendees, ensure no opportunity slips through the cracks, and, ultimately, drive sales. Here’s a quick guide to making lead retrieval simple and effective at trade shows.
What Is Lead Retrieval?
Lead retrieval is the process of capturing, storing, and managing potential customer information at an event. Traditionally, exhibitors collected business cards or noted down contact details manually. Today, digital systems allow exhibitors to scan badges, record details instantly, and follow up properly—ultimately converting conversations into real business opportunities.
Steps to Simplify Lead Retrieval at Trade Shows
Here’s a straightforward approach to maximizing lead retrieval efficiency before, during, and after the event.
Pre-Event Preparation
– Choose the Right Lead Retrieval Option: Most shows have a dedicated lead retrieval system and using these is the best idea for most small businesses. Figure out what your budget is and what options fall within it. (To learn how many people you need in your booth sign up for my course Effective Trade Shows for Small Businesses)
– Define Your Goals: Outline your goals for the number and quality of leads you wish to gather. This can help your team understand what they’re working toward and what to prioritize.
– Train Your Team: Make sure your team understands how to use the lead retrieval too. Practice using the app, discuss how to engage visitors, and train on inputting notes accurately.
– Customize Lead-Qualification Questions: Many lead retrieval systems allow for custom questions. Tailor these questions to get key insights—like project timelines, budget expectations, and role within their organization—that help qualify leads.
During the Event
– Engage Attendees with Purpose: Instead of merely scanning badges, engage visitors in a brief conversation. Understanding their needs allows you to tailor your pitch and qualify them better as leads.
– Take Notes in Real-Time: Use your app to take quick notes on the conversation, including key points or action items discussed. These notes are crucial during follow-ups when a personalized message can make all the difference.
– Categorize and Prioritize Leads On-Site: As you scan badges and take notes, tag or categorize leads based on priority. This way, high-potential leads are easy to spot post-event and can be followed up quickly. You can also note the “trick or treaters” that are just looking for swag.
Post-Event Follow-Up
– Export and Review Lead Data: Once the event ends, export the lead data to your CRM or database for immediate access. Review leads based on priority tags and ensure all information is accurate.
– Personalize Follow-Ups for Priority Leads: Personalization is key. Use the notes and tags from your retrieval app to segment leads based on their interest level and personalize follow-up messages. A well-tailored email or call can set your business apart and demonstrate your attentiveness.
– Timely Follow-Up Is Essential: Follow up within 24-48 hours of the event while your interaction is still fresh in the attendee’s mind. Automated email sequences are helpful, but a personalized message will resonate better for high-priority leads.This is where the segmentation onsite comes in.
– Measure Your Success: After the event, track metrics like conversion rates, engagement levels, and revenue from trade show leads. Assessing the quality and effectiveness of leads captured will guide improvements for future events. Also take a look at your actuals versus your goals. (Don’t forget the Post Event Survey)
Lead retrieval at trade shows doesn’t need to be complicated. With the right tools and a strategic approach, businesses can capture valuable attendee information efficiently, improve follow-up quality, and maximize trade show ROI. From pre-event planning to post-event follow-ups, a simplified lead retrieval process empowers exhibitors to focus on what matters: building relationships and closing deals.