Your trade show event is over and you’ve turned the hot leads from it over to your sales force. What about the rest of the leads?

The good news is that market research shows longer-term leads indicate future sales opportunities and account for 77% of potential sales. The not-so-good news is that these leads are often overlooked and under “worked” by sales people.

Lead generation experts say that it takes an average of seven to nine touches to convert longer-term leads. Every “touch” provides contact with your brand and product visibility to your prospects. Touches are every contact you make whether it’s an email, a telephone conversation, a mailing, or a visit at your event or meeting.

To increase your chances of closing more sales from your longer-term leads, chart the number of times your company “touches” a prospect. If it’s less than 7 to 9 times, develop tactics to reach out to them more often.

For more exhibiting tips, request a copy of our new Event Professional CD.

Mabel Kenyon
Marketing Communications Coordinator