I have said time and time again that the ability to take notes is the most important feature of any lead collection system you could use while exhibiting and today I’d like to reinforce that stance – especially for all of the small business owners out there.
The current cost cutting trend many exhibitors are trying is to utilize the free, no-frills badge scanners provided by show management. These compact scanners may be cute and extremely affordable, but they won’t allow you to input notes or, in many cases, even to see how many leads have been collected on-site… let alone specifically whose badges have actually been scanned… or any of these 30 things – download a complete list by opting-in here!
As my clients know (I’ve had this conversation more than once recently), I won’t shy away from saying I think this is a huge mistake. Don’t get me wrong, I definitely respect budgeting (who doesn’t love a great deal?), but lead collection is not the right place to cut corners.
After all, the main reason most professionals choose to exhibit is to collect quality leads so they can fill their pipelines, build relationships, and get that much closer to closing sales. If you aren’t taking notes on-site, you may be adding leads to your pipeline, but by the time you return to them (without notes to jog your memory as to who came for your product and who came for your iPad giveaway), they’re cold again. In essence, after the show’s over, all you have is a list of names that you could have purchased from any vendor – why bother with the time, effort, and monetary expense of exhibiting if that’s the best result you could hope for?
Still not convinced? Let me give you a back-to-school style analogy:
- Let's relate my choice in college to your choice as an exhibitor...
For many of my courses in college, my professors would post PowerPoint slides for students to download the night before each class. I had an option – I could:
(A) Take the time to print the slides and bring them to class, then follow along and add my own notes to fill in the blanks and provide study cues
- invest in a badge scanner with the note taking capabilities you need and actually use them to record details on-site
or (B) think about printing the notes, but instead bring a notebook and a pen to set on my desk during class so that, if I feel really motivated, I can jot something down
- get a free badge scanner but bring pens and extra business cards to record any really important notes, if you’re motivated enough
or (C) don’t print them out and hope they’re still accessible so I can print them out when it’s time to study for finals
- get a free badge scanner or ask for the attendee list after the event and hope that the information you expected is actually there when you get home
or (D) forget the whole thing and just wing it – go to class and think about taking my own notes if I can find/borrow a pen and some paper
- forget the whole thing and just wing it – find a box (or pocket) to toss business cards in and write something down if you happen to come across a free pen
Imagine how I would have done around test time if I had employed each of the options above. Which option do you think would have produced the best results? Do you think it would have been worth the extra time for me to print the slides before class (or for you to spend a relatively small amount of money on a real badge scanner) to obtain those results?
When the stakes are more serious than a grade on a test (building your business, providing for your family, etc), is affordability even a question? I mean, it’s not really “saving” if you aren’t getting what you need, right?
Don’t forget to opt-in here to download the list of 30 things your notes will tell you but a provided list will not. Also, if you have a second, click to support favorite Small Business Influencer (voting ends on August 9)!
Robyn Davis - Owner, When I Need Help (WINH)
Robyn helps exhibitors improve their results at conventions and trade shows by providing on-site sales and marketing support, pre-/post-event consulting services, and convenient products. Contact Robyn to discuss your situation today!
