Exhibition Stand Productivity Tip:
No.7 - R.O.I Return of Investment

When you finish an exhibition, there is still a lot of work to be done. Following up your leads is where the real business begins. Trade show research shows that over 82% of leads gathered at shows are not followed up, mainly because the leads lack quality.

Make sure you have an action plan of how to follow up leads and not just pass them onto the sales force to deal with direct. Classify customers and quantify the cost and return on each sales effort.

Monitor each step in the sales process and this will help you to filter out the bad from the good, so you only call those who will justify the expense made in the first place.