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What are the best practices and tips to train your staff for effective trade show lead qualification?

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Trade shows are great opportunities to generate leads, but only if your staff knows how to qualify them effectively. Qualifying leads means identifying the prospects who are most interested, ready, and able to buy your products or services, and collecting the information you need to follow up with them after the event. In this article, you will learn some best practices and tips to train your staff for effective trade show lead qualification.

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Marlys Arnold

Maximize Your Trade Show Results! | Exhibit Marketing Consultant & Award-winning Author of Build a Better Trade Show…

1 Set clear goals and criteria

Before the trade show, you should set clear goals and criteria for lead qualification. How many leads do you want to generate? What are the key questions you need to ask to determine their needs, challenges, budget, authority, and timeline? How will you rank or score the leads based on their responses? How will you document and share the lead information with your sales team? Having a clear and consistent framework for lead qualification will help your staff focus on the most promising prospects and avoid wasting time on unqualified ones.

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Marlys Arnold

Maximize Your Trade Show Results! | Exhibit Marketing Consultant & Award-winning Author of Build a Better Trade Show Image & Exhibit Design That Works | Trade Show Insights Blog/Podcast Host
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Gathering qualified leads at a show begins with defining what “qualified” means. Work with your sales team to create a list of criteria they look for (or what un-qualifies someone). People who simply stop by your booth to pick up a free goodie or enter a drawing for some high-dollar prize (that doesn’t have anything to do with your core business) are definitely NOT qualified leads. And be sure to set a measurable goal — saying you want “a bunch of leads” is not quantifiable.

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2 Prepare your staff with scripts and scenarios

Your staff should be prepared with scripts and scenarios that guide them through the lead qualification process. Scripts are not meant to be read verbatim, but to provide a structure and a direction for the conversation. They should include open-ended questions that elicit information about the prospect's pain points, goals, and motivations, as well as closed-ended questions that confirm their interest and readiness to buy. Scenarios are hypothetical situations that test your staff's ability to handle different types of prospects, objections, and challenges. They should include both positive and negative outcomes, and feedback on how to improve.

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3 Train your staff on how to use the tools and technology

Your staff should also be trained on how to use the tools and technology that support lead qualification. This may include lead capture devices, such as scanners, tablets, or apps, that allow you to collect contact information, scan badges, or enter notes quickly and easily. It may also include lead management software, such as CRM, that allows you to store, organize, and track the leads you generate. Your staff should know how to operate these tools and technology efficiently and accurately, and how to troubleshoot any issues that may arise.

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Marlys Arnold

Maximize Your Trade Show Results! | Exhibit Marketing Consultant & Award-winning Author of Build a Better Trade Show Image & Exhibit Design That Works | Trade Show Insights Blog/Podcast Host
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Don’t blindly trust the technology you’re using to capture lead data in the booth. Be sure you have some kind of backup method in case the system goes down. Download each day’s leads, both so you can follow up quickly and so you have duplicate data.

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4 Role-play and practice

One of the best ways to train your staff for effective trade show lead qualification is to role-play and practice. Role-playing allows your staff to simulate real-life situations and interactions with prospects, and to receive feedback and coaching from you or their peers. Practice allows your staff to refine their skills and confidence, and to overcome any nervousness or hesitation. You should role-play and practice with your staff before the trade show, as well as during the event, to reinforce the learning and to address any gaps or challenges.

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5 Monitor and reward performance

Finally, you should monitor and reward your staff's performance during the trade show. Monitoring means observing, measuring, and evaluating your staff's lead qualification activities and results. You should use the goals and criteria you set earlier as a benchmark, and provide constructive feedback and guidance to your staff. Rewarding means recognizing, appreciating, and incentivizing your staff's achievements and efforts. You should use both intrinsic and extrinsic rewards, such as praise, recognition, bonuses, or prizes, to motivate and encourage your staff.

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Marlys Arnold

Maximize Your Trade Show Results! | Exhibit Marketing Consultant & Award-winning Author of Build a Better Trade Show Image & Exhibit Design That Works | Trade Show Insights Blog/Podcast Host
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Be careful not to reward strictly based on the quantity of leads gathered. This can lead to staffers recklessly scanning badges without bothering to qualify attendees. Instead you can offer either individual or team rewards based on the number of qualified leads or some key criteria you’ve determined ahead of time.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices and tips to train your staff for effective trade show lead qualification?

1

2

3

4

5

6

1 Set clear goals and criteria

2 Prepare your staff with scripts and scenarios

3 Train your staff on how to use the tools and technology

4 Role-play and practice

5 Monitor and reward performance

6 Here’s what else to consider

Trade Shows

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What are the best practices and tips to train your staff for effective trade show lead qualification?

1

2

3

4

5

6

1 Set clear goals and criteria

2 Prepare your staff with scripts and scenarios

3 Train your staff on how to use the tools and technology

4 Role-play and practice

5 Monitor and reward performance

6 Here’s what else to consider

Trade Shows

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