Why is there so much difficulty with lead follow? There is no lead management plan, there is no system in place to manage the leads captured, and there is not enough good information for field sales to treat it as anything than a "cold call" and therefore no commitment on the part of the staff to take lead capture seriously.
A plan for lead follow
Before even thinking about a lead management plan, you need specific, focused, quantified and measurable objectives,i.e., 150 A leads that can be converted into $750,000 in sales within 6 months of the close of the show.
1. Define for your organization what a qualified lead is and what differentiates an A lead from a B lead or a C lead.
2. Train your staff to
engage, qualify, engage in a two way dialogue based on needs uncovered in
the qualification process and close on a
3. Use a two step
process to capture lead information (a) pen and paper to record
information generated during the interview and (b) some
4. Design your post
event follow-up process before going to the show and communicate this plan
to the staff working the booth so they know
a. Sorting of leads by category
d. Have a
closed loop designed so that sales is committed to reporting 30/60/90/180
days after the show, the status of the lead. By doing this
© 2011 by Marc Goldberg