Ensure Business Development at CES and Other Big Events

Reasons Why Events Are the Best Sales Investment

Most organizations measure trade show success by the number of leads, business opportunities, and Return On Investment (ROI) that come out of an event. Yet companies put most of the effort into marketing expenses (booth design, prepare the products/services to expose, etc).

Nevertheless, large exhibitions are the place to form face-to-face connections and generate new business. Therefore the investment of preparation and travel time is well worth the expense when it leads to NEW REVENUES. The effort in lead generation and an efficient sales strategy would be essential to be successful.

“The best strategy to assure a positive ROI from an event is to schedule meetings with your potential clients before the show.”

How to do it? 

How to secure appointments with people you do not even know? 

Do you know how to convince decision-makers from large and middle-size companies to meet you?

In my experience, pushing sales strategies to connect with new leads doesn’t work. For instance, “SPAMS” and cold calling are not the best choice. Leads would not be ready or interested in your products or services after an email or an unexpected call. It is generally a waste of time for everyone.

After observed the people in their booth at many exhibitions around the world for the past years, I have detected three main problems:

1. Booths are empty most of the time, you can see the sales teams talking to each other, and most of the people coming to the booth are interested in giveaways. Less than 1% of the public coming in the booth are potential clients.
2. Companies are scheduling appointments only with their current clients and partners. Consequently, they are no meetings with NEW POTENTIAL CUSTOMERS at the event.
3. Organizations having meetings with new potential customers, haven’t QUALIFIED them in advance to assure BUSINESS OPPORTUNITIES and a POSITIF ROI.

That is why I have created another way to do things. Focusing on building relationships and understanding the real needs of the people I am interacting with before proposing anything. 

I invented a soft method based on developing relationships with new contacts, creating trust and open conversations.

I work with tech companies willing to meet with C-level executives at their booth. By creating a sales and marketing campaign based on attracting qualified potential new customer to their booth, I follow the steps below:

? Determine the brand unique value

? Identify the ideal companies and leads profiles

? Define the communication channels to engage with the potential clients

? Publish and share new marketing content with the target list

? Send customized messages and follow-up the leads who are responding

? Organize, track engagement, and prepare the meetings’ agenda

Thanks to this sales & marketing strategy, I successfully engage with decision-makers from big corporations to middle size companies worldwide. 

Furthermore, my clients gain interesting business opportunities during the event as well as hot leads to follow up and convert after the show.

It sounds easy to do, but many companies do not have:

? the time

? the network 

? the perseverance

? the expertise 

to do an efficient lead generation or to convert their nurturing leads in hot leads. 

Highlight on my recent results

“I worked with Liliana to launch eRTOSgener during the Viva Technology exhibition in Paris.

She organized various meetings with top executives and great people. The launch was a true success partly due to Liliana's time and involvement.

Her dynamism and her relations helped us to initiate first contacts with potential customers.

During the Vivatech exhibition, I was impressed by her easiness to establish from scratch relations with top executives.

Thanks, Liliana for your professional engagement.”

Ludovic de Nicolay - Sales & Marketing Director of Ercogener by Zekat Group 

Thanks for reading.

Please share your experience in the comments. What worked or not for you when prospecting new clients?

Thank you in advance for your feedback! 

Liliana

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Ready for a FULL BOOTH?

I am Liliana Mellinger, and after 15 years in the sales & marketing business, I have launched my consulting company “Full Booth Marketing” to help tech organizations attending exhibitions, conferences, trade shows, and events to get qualified pre-schedule meetings with their ideal potential clients.

Are you interested? Let’s have a chat! 

I would love to explore the possibility of future collaboration with you.

Call me +33783286969 (WhatsApp, telegram), or write to me at [email protected]

www.fullboothmarketing.com